# Professor Paul Hardart provides context around MoviePass's original business model as it relates to the company’s recent subscription plan changes

1 Faculty News August 9, 2018 ![NBC logo](/sites/default/files/styles/246w/public/assets/images/con_031344.jpg?itok=IYZi1zrg)>

Excerpt from [NBC](https://www.nbcnewyork.com/news/business/MoviePass-CEO-Mitch-Lowe-Business-Plan-Unsustainable-490472391.html) -- "'The rationale was "we can build up a consumer base quickly," said [Paul Hardart](http://www.stern.nyu.edu/faculty/bio/paul-hardart), a clinical professor of marketing at NYU. 'Get a large subscriber base and then figure out. The outcome you want is it’s an avid part of a consumer’s life and it’s a subscription they’re willing to pay for.'"

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