Hey, I got about 27 movies for a $89 annual fee two black friday's ago -- and that's in the first seven months before they started restricting. That's a great deal, and certainly a better one than the $20/month I'm paying for AMC (soon to be $22). So I had a one-a-day, any-movie-I-want contract for a year, and they pretty much just said, "the terms have been changed. Pray I do not do so again" (and yet they did). Limited per month. Limited access to first-run. Limited access to each theater it seemed. Basically, you couldn't go see a movie for months there. It got better for a bit, but not much, and I bailed.
But once they stopped letting you drink from the firehose, suddenly going out to the movies wasn't worth $10-14 a ticket, because I'd already paid for "unlimited" and expected about a value of maybe $4 to see a first-run blockbuster (that I could no longer get into).
They were terrible business people, and if they had started to make real money, there's a lot of angry subscribers who'd have been all over them for breach of contract -- not worth suing a company with no money.