Subscription movie service MoviePass offered anyone willing to shell out $10 a month — less than the price of a single movie ticket in some parts of the country — the chance to see (almost) unlimited movies at any participating theater.

For the consumer, it was the deal of a lifetime. But for parent company Helios and Matheson, it was nothing more than a grand experiment, and one even it knew had little chance of succeeding — at least not in the ways you’d traditionally measure success. To understand MoviePass, you first have to come to grips with its business…

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