MoviePass took another step to­ward the a­byss Mon­day, an­noun­cing that some of the big­gest sum­mer movies won’t be avail­able on the serv­ice as the com­pany con­tinues to suf­fer a massive cash crunch.

The com­pany’s 3 million sub­scrib­ers won’t be able to see shark thrill­er “The Meg” and Win­nie-the-Pooh fan­ta­sy “Chris­to­pher Robin” — two of the most an­tic­i­pated movies of the sum­mer — with their MoviePass card in the coming weeks. The news fol­lows a hic­cup for many MoviePass users this week­end over the Tom Cruise hit “Mis­sion: Im­pos­si­ble — Fall­out. ”

MoviePass chief executive Mitch Lowe made the an­nounce­ment at a com­pany meet­ing Mon­day, am­pli­fy­ing a let­ter he wrote to sub­scrib­ers on Fri­day.

“As we con­tin­ue to e­volve the serv­ice, cer­tain movies may not al­ways be avail­able in every theater on our plat­form,” he wrote.

On Tuesday the company went a step further in outlining how these plans would work. Wide releases will now be “limited in their availability” during the first two weeks of their run unless they were part of a promotion--that is, subsidized by a studio. The company will also raise the price of a subscription by 50% to $14.95 per month.

Executives said that the new steps will cut MoviePass’ burn rate by 60%.

“Through these new steps, the company believes it will be able to compress its timeline to reach profitability,” it said in a statement.

Re­duc­ing its admissions for customers — and thus pay­outs to movie theaters — is key for MoviePass as the full bill for a $5 million loan comes due next week. MoviePass parent company He­li­os and Math­e­son took out the loan last week, accord­ing to SEC fil­ings, so it could keep its app run­ning prop­er­ly. The app had failed on Thurs­day.

The news of reduced admissions could be a po­ten­tial­ly fatal blow for MoviePass. Its cash woes and stock de­clines — the He­li­os and Math­e­son share price closed un­der a dol­lar Mon­day just days af­ter a re­verse stock split ar­ti­fi­cial­ly boost­ed its price over $10 — have already been deep reason for an­a­lyst con­cern. But the decision to pull movies squan­ders the com­pany’s one ace in the hole: bottomless cus­tom­er love.

That love was clearly slip­ping away on so­cial media Mon­day, as users la­ment­ed the new pol­icy.

In the let­ter, Lowe also ex­plained the service’s new practice of peak pric­ing — char­ging an ad­di­tion­al fee for hot new re­leas­es. Sub­scrib­ers have balked at what they see as a bait-and-switch, but MoviePass explains it as pre­ferable to the al­ter­na­tive, which would be to raise sub­scrip­tion prices across the board.

Lowe also made another a­nal­o­gy to explain the moves. “This is no dif­fer­ent than oth­er in-home stream­ing op­tions that of­ten don’t car­ry the lat­est shows or movies that may be avail­able on oth­er ser­vices. For ex­am­ple, you can’t ever find ‘Game of Thrones’ on Netflix. ”

What effect a reduced-admission policy -- or a MoviePass disappearance entirely -- could have on the box of­fice re­main to be seen. Since MoviePass slashed its prices a year ago, ec­ono­mists have de­bated whether the serv­ice spurs people to theaters or sim­ply re­duces the cost of movies they were going to see any­way.

If MoviePass does go under, it will join the short, il­lus­tri­ous list of dig­i­tal­ly mind­ed com­panies that seized the pub­lic’s imag­i­na­tion only to be out­done by their own am­bi­tion. Twitter users on Mon­day were already pay­ing hom­age.

“We’re all work­ing through some very dif­fi­cult MoviePass emo­tions right now. The scars from nev­er full­y healed,” wrote the pun­dit Mark Lisanti, re­fer­ring to the dot-com bub­ble’s ill-fated de­liv­er­y serv­ice.

“Pulled out my MoviePass card and it turned into a Circuit City gift cer­tifi­cate in my hand,” post­ed the com­men­ta­tor Louis Virtel.

The co­me­di­an Josh Gondelman had per­haps the most pithy re­fer­ence. “ ‘It’s bet­ter to burn out than to fade away’--MoviePass,” he wrote.

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