Mubi Takes a Leap into Theatrical Experiences with Mubi Go: A Potential Savior for Arthouse Cinemas?
Mubi, the esteemed streaming platform celebrated for its curated selection of arthouse and independent films, is poised to shake up the cinematic landscape of New York City and beyond with the launch of "Mubi Go," a groundbreaking subscription service that seamlessly blends streaming with theatrical experiences. This innovative offering, reminiscent of the ambitious but ultimately ill-fated MoviePass, aims to reignite the passion for in-person moviegoing, particularly within the struggling realm of arthouse cinemas.
The core concept of Mubi Go is simple yet compelling: for a monthly subscription fee, members gain access to one pre-selected film per week, hand-picked by Mubi’s team of cinephile curators, at participating theaters. The initial launch in New York City boasts an impressive roster of partner venues, including iconic institutions like Film Forum, Film at Lincoln Center, Brooklyn Academy of Music (BAM), IFC Center, Nitehawk Cinema, and the Paris Theater, promising a diverse and enriching selection of cinematic experiences across the city.
According to reports, Mubi plans to expand Mubi Go to Los Angeles as early as 2022, with a nationwide rollout in select markets to follow. This strategic expansion underscores Mubi’s commitment to fostering a community of film enthusiasts across the country and providing a vital lifeline to independent cinemas that have been disproportionately affected by the challenges of the past few years.
While the long-term pricing structure of Mubi Go remains undisclosed, Mubi has announced a special introductory offer for New York City residents. For a limited time, new subscribers can access both the Mubi streaming service and the Mubi Go theatrical component for the standard Mubi subscription price of $10.99 per month. Existing Mubi subscribers will be automatically enrolled in the program and can readily access their weekly ticket codes through the Mubi app. This means that for just under eleven dollars, subscribers gain access to Mubi’s extensive streaming library and four curated movie tickets per month, a proposition that is hard to resist for any film lover.
Adding an element of intrigue, the inaugural film offered through Mubi Go is a Netflix original, "Passing," directed by Rebecca Hall. This decision to showcase a film produced by a competing streaming service speaks volumes about Mubi’s dedication to promoting quality cinema, regardless of its origin. The initial wave of Mubi Go subscribers will be invited to attend theatrical screenings of "Passing" prior to its debut on Netflix, offering an exclusive and coveted preview opportunity. The film, which has already garnered critical acclaim at the Sundance Film Festival and the New York Film Festival, promises to be a compelling start to the Mubi Go initiative.
Chris Wells, director of U.S. distribution at Mubi, articulated the company’s vision for Mubi Go in a statement, emphasizing the importance of the theatrical moviegoing experience. "The theatrical moviegoing experience is so essential, and we’re thrilled to extend Mubi’s curatorial voice beyond our streaming platform to hand-pick great films for people to watch in theaters — first in New York, then across the whole country," Wells stated. This sentiment reflects a deep understanding of the unique magic and communal connection that can only be found within the hushed darkness of a movie theater.
The timing of Mubi Go’s launch is particularly significant. While commercial theaters have shown signs of recovery following the devastating impact of the COVID-19 pandemic, arthouse cinemas continue to face an uphill battle. The pandemic has accelerated the shift towards streaming and home entertainment, leaving many independent theaters struggling to attract audiences. Mubi Go has the potential to be a game-changer, providing a much-needed boost to these vital cultural institutions.
Mubi, with its global membership of over 10 million film aficionados, has consistently championed the cause of independent and arthouse cinema. The platform has long been a haven for cinephiles seeking curated selections of films that often fall outside the mainstream. Mubi Go represents a natural extension of this mission, taking the platform’s curatorial expertise into the physical world and encouraging subscribers to rediscover the joys of watching films on the big screen.
The success of Mubi Go hinges on its ability to attract a broad range of subscribers, transcending demographic boundaries and appealing to both seasoned cinephiles and casual moviegoers alike. By offering a carefully curated selection of films, Mubi hopes to introduce new audiences to the world of arthouse cinema and cultivate a deeper appreciation for the art of filmmaking.
Ultimately, Mubi Go is more than just a subscription service; it is a statement of belief in the enduring power of cinema and the importance of supporting independent theaters. In a world dominated by blockbuster franchises and algorithm-driven recommendations, Mubi Go offers a refreshing alternative, a chance to rediscover the magic of the silver screen and connect with a community of like-minded film lovers. While it remains to be seen whether Mubi Go can achieve the widespread success that eluded MoviePass, its unique focus on arthouse cinema and its commitment to supporting independent theaters make it a promising and potentially transformative force in the world of film. As Chris Wells stated, Mubi is excited to "hand-pick great films for people to watch in theaters" and hopefully that is just what Mubi Go will do.
