MoviePass has temporarily removed its wait list and will allow customers to join its unlimited-movie-ticket plan without delay.
The Netflix-like service is still in its beta form, but has already generated buzz among cinephiles. Its waiting list numbers some 30,000 people, MoviePass CEO and co-founder Stacy Spikes told TheWrap.
Those people will have the option of joining the service without having to put up with a wait, but the offer expires at the end of the day Friday.
Also read: MoviePass Goes Netflix — Can It Avoid Theater Owners' Anger This Time?
Spikes said it remains to be determined how many of the people on the waiting list will use the window to sign up.
The move comes as Hollywood gears up for Memorial Day, a holiday weekend that is among the biggest box-office events of the year for the movie business. This year, Memorial Day onces again promises to be a major weekend for the industry, with studios debuting such major films as "Fast & Furious 6," "Epic" and "The Hangover Part III."
To access MoviePass, users pay $25 to $40 a month, based on geography, for which they can see one 2D movie a day at 93 percent of theaters nationwide. The service does not include IMAX or 3D showings.
This is not the first time MoviePass has tried to establish itself as an essential tool for film fans. A previous test of the service in San Francisco came undone in 2011 when theaters refused to accept vouchers that MoviePass gave its customers.
Some exhibitors remain wary of the service but are taking a wait and see approach to its current iteration. Instead of vouchers, MoviePass now relies on debit cards issued by Discover and an iPhone or Android app.