Remembering the startups we lost in 2019

All manner of startups fail for all manner of reasons. But there’s one constant: this is an incredibly difficult business. Launching a successful company isn’t just a matter of drive and finding the right people (though both, clearly, are important). Doing well in this business requires the stars to align perfectly on a billion different things.

A cursory look at this year’s batch of companies doesn’t find any story quite as spectacular as last year’s big Theranos flameout, which gave us a best-selling book, documentary, podcast series and upcoming Adam McKay/Jennifer Lawrence film. Some, like MoviePass, however, may have come close.

And for every Theranos, there are dozens of stories of hardworking founders with promising products that simply couldn’t make it to the finish line. There’s also room for debate about what is and isn’t a startup. For our purposes, we’re focusing here on independent startups, not digital initiatives from larger companies — though in at least one case, the startup was acquired by a larger company before shutting down.

So without further ado, here are some of the biggest and most fascinating startups that closed up shop in 2019. 

Anki (2010 – 2019)

Total raised: $182 million

In 2013, a promising young hardware startup showcased a new generation of slot cars onstage at the World Wide Developer Conference keynote. It was quite an honor for a young company. Apple was clearly impressed with how Overdrive pushed the limits of what could be done on the iPhone.

Three years later, Anki released Cozmo. The plucky little robot was the result of large investment, including the hiring of ex-Pixar and Dreamworks animators brought on board to craft a high range of emotions in the robot’s eyes. In late 2018, the company launched the similar but adult-focused Vector robot. By April 2019, Anki had shut its doors, in spite of selling 1.5 million robots and “hundreds of thousands” of Cozmo models.

Chariot (2014 – 2019)

Total raised: $3 million, acquired by Ford in 2017

Chariot was a shuttle startup hoping to reinvent mass transit with a fleet of vans for commuters. The routes, supposedly, were determined based on a “crowdsourced” vote.

After acquiring the service two years ago, Ford shut it down at the beginning of 2019. The company didn’t offer many details, except to say that “in today’s mobility landscape, the wants and needs of customers and cities are changing rapidly.”

Daqri (2010 – 2019)

Total raised: $132 million

Daqri, another high-flying, heavily funded AR headset business, shut its doors around September and completed an asset sale. The company is one of many in the sector that failed to succeed in its efforts to court enterprise customers, as well as in its efforts to compete with Magic Leap, Microsoft and others.

Daqri was, at one point, speaking with a large private equity firm about financing ahead of a potential IPO, but as the technical realities facing other AR companies came to light, the firm backed out and the deal crumbled, according to earlier TechCrunch reporting. Sadly, Daqri wasn’t the only AR business to crumble this year.


Total raised: $4.7 million


HomeShare tried to deal with the challenge of rapidly rising housing costs by matching roommates who shared apartments split into “micro-rooms.” The company said that as of March, it had about 1,000 active residents.

As part of the shutdown, HomeShare said residents would not be getting back the deposits for their partitions — but they would be able to keep the divider or sell it.

Jibo (2012 – 2018/19)

Total raised: $72.7 million

Between Anki and Jibo, you could say it was a tough year for consumer social robots. But then, there’s never been a great year for the category. Not yet, at least. Like the sad death of the original Aibo before it, Jibo’s end was punctuated by the incredibly depressing nature of watching an adorable robot friend draw its final breath. Jibo did just that in April, telling consumers, “I want to say I’ve really enjoyed our time together. Thank you very, very much for having me around.”

Jibo technically died in late-2018, but we’re making an exception due to the dramatic nature of its demise. The end came in spite of a successful crowdfunding campaign and a healthy amount of venture capital raised. In spite of it all, the startup was forced to lay off most of its staff and then, ultimately, send Jibo upstate to live on the robo-farm.

MoviePass (2011 – 2019)

Total raised: $68.7 million, acquired by Helios and Matheson in 2017

Image: Bryce Durbin / TechCrunch

Holy hell. Where to even start with this one? When we were putting this list together, one TechCruncher remarked that he swore MoviePass shut down years ago. That’s because (not unlike some current political events), the ticket subscription service’s magnificent train wreck of a demise appeared to unfold over the course of several years, in excruciating slow motion. We wrote a lot about it. A lot, a lot.

In fact, there seemed to be a new disaster every week, as the company hemorrhaged money, limited its service, experience outages, borrowed even more money, was forced to enter a kind of zombie state and had a massive data breech. Oh, and then there was the John Gotti movie it financed that was arguably even worse. By the end of it all, MoviePass’ ultimate demise almost felt like an act of mercy.

Munchery (2010 – 2019)

Total raised: $125 million

One of the first startup scandals of 2019 involved a once well-known meal delivery startup, Munchery . After the business emailed its customers notifying them of its imminent shutdown, its vendors came forward with a slew of accusations. Namely, the food delivery startup took advantage of them in its final hours, knowingly allowing them to continue making deliveries it couldn’t pay for.

The company’s sudden demise sparked a debate around accountability. While the CEO and its venture capital investors stayed largely silent, its vendors cried out for an explanation and even protested outside the offices of Sherpa Capital, one of Munchery’s backers, in search of answers and payments.

Nomiku (2012 – 2019)

Total raised: $145,000

One of the most recent additions to this list, Bay Area-based food startup Nomiku called it quits earlier this month. The company helped pioneer the consumer sous vide category, only to see the market flooded by competing devices. In multiple successful Kickstarter campaigns totaling $1.3 million, backing from Samsung Ventures and an attempted pivot into meal plans, the startup just couldn’t survive.

“The total climate for food tech is different than it used to be,” CEO Lisa Fetterman told TechCrunch. “There was a time when food tech and hardware were much more hot and viable. I think a company can survive a few hurdles, and a few challenges [ …] For me, it was the perfect storm of all these things.”

ODG (1999 – 2019)

Total raised: $58 million

A pioneer in the AR glasses space, news emerged of Osterhout Design Group’s (ODG) demise in the first few weeks of January. Only a couple of years ago, the company raised a $58 million financing — less than a year later, it had burned through its funding and couldn’t pay employees. By early 2018, ODG had lost half of its workforce as it sought loans to pay back employees. By early 2019, only a skeleton crew awaited a patent sale after acquisitions from several large tech companies, including Facebook and Magic Leap, fell through.

“I hope Magic Leap is a huge success. I want everyone in AR to be a huge success,” Osterhout said in an interview with TechCrunch in 2017. “[Augmented reality] is going to be transformative.”

Omni (2014 – 2019)

Total raised: $35.3 million

The startup began as a physical storage company, then tried to pivot after selling off its physical storage operations to competitor Clutter in May — it tried, unsuccessfully, to build a white-label software platform that would allow brick-and-mortar merchants to operate their own businesses for renting and selling products.

As part of the shutdown, roughly 10 Omni engineers were hired by Coinbase.

Scaled Inference (2014 – 2019)

Total raised: $17.6 million 

Founded by former Googlers Olcan Sercinoglu and Dmitry Lepikhin, Scaled Inference made headlines in 2014 with a plan to build machine learning and artificial intelligence technology similar to what’s used internally by companies like Google, and making it available as a cloud service that can be used by anyone. The ambitions were grand and attracted investors like Felicis Ventures, Tencent and Khosla Ventures.

Unfortunately, the company was forced to call it quits recently. Former CEO Sercinoglu tells us the shutdown was a result of a lack of funding due to insufficient commercial traction. “We were working on various options until the last minute and retained the team as long as we could, but it did not work out. On the plus side, we were able to be transparent with the team throughout the process,” he said.

Sinemia (2015 – 2019)

Total raised: $1.9 million


It was a rough year for MoviePass -style movie ticket subscription services in general. Sinemia seemed at first to be a more sustainable competitor, but it was plagued by subscriber complaints and even lawsuits around app issues, hidden charges and policies for shuttering accounts.

In April, the company announced that it was ending U.S. operations. To be clear, it did not say that it was shutting down entirely (much of its staff was based in Turkey), but the company’s website has since gone offline. If Sinemia survives in some form, it has disappeared from view.

Unicorn Scooters (2018 – 2019)

Total raised: $150,000

Unicorn Scooters was one of the first fatalities of the electric scooter craze of 2018, though certainly not the last. As the story goes, the business spent way too much money on Facebook and Google ads; the startup quickly shut down with no money left over to issue refunds for more than 300 of its $699 scooters that had been ordered.

The not-so-aptly named Unicorn had completed the Y Combinator startup accelerator only a few months before it called it quits, likely making it one of the fastest YC grads to shutter post-graduation. “Unfortunately, the cost of the ads were just too expensive to build a sustainable business,” Unicorn’s CEO Nick Evans wrote, according to The Verge. “And as the weather continued to get colder throughout the US and more scooters from other companies came on to the market, it became harder and harder to sell Unicorns, leading to a higher cost for ads and fewer customers.”

Vreal (2015 – 2019)

Total raised: $15 million

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via @VrealOfficial twitter

Vreal was an ambitious game-streaming platform that aimed to let VR users explore the worlds in which live-streamers were playing. Those users could walk around streamers as avatars, or they could explore on their own as passive observers while listening to the live-streamer blast their way through zombies.

“Unfortunately, the VR market never developed as quickly as we all had hoped, and we were definitely ahead of our time,” the company said in a blog post. “As a result, Vreal is shutting down operations and our wonderful team members are moving on to other opportunities.”

Movie subscription service Sinemia is ending US operations

Over the past few months, Sinemia has gone from promising MoviePass competitor to the source of frustration for moviegoers across the country. After rumors surfaced earlier this week that it would be backing away from its troubled subscription-based movie ticket offering, it posted official word tonight that it will be shutting down operations in the U.S.

“Today, with a heavy heart, we’re announcing that Sinemia is closing its doors and ending operations in the US effective immediately,” the company writes in a statement posted to its front page.

The service has also struggled with issues of monetization (not unlike MoviePass), leading onlookers to wonder ultimately how sustainable the subscription model is. Those issues have been coupled by increased competition from movie theater chains like AMC offering up their own services, even as Sinemia attempted to create a white label version for theaters.

In recent months, the company has been plagued by lawsuits from both MoviePass and moviegoers, the latter of whom took issue with app problems, hidden charges and policies of shuttering accounts.

“While we are proud to have created a best in market service, our efforts to cover the cost of unexpected legal proceedings and raise the funds required to continue operations have not been sufficient,” the company writes. “The competition in the US market and the core economics of what it costs to deliver Sinemia’s end-to-end experience ultimately lead us to the decision of discontinuing our US operations.”

Sinemia has expressed surprise at the breadth of negative reactions its received from users. In a recent interview CEO Rifat Oguz told TechCrunch, “We are taking it seriously. We are looking at every comment. We didn’t found the company a year ago. It started about five years ago. We are taking every negative comment very seriously.”

To that end, the company has set up multiple sites aimed at addressing user problems. Ultimately, however, operations were just not sustainable here in the States. The note doesn’t clarify whether the service will continue to operate abroad in places like the U.K., Canada, Australia and Turkey, where much of its staff is currently based. Nor is it clear when the end of operations in the U.S. will mean for those customers who are owed money on their accounts. From the note, however, it does sound as if active accounts will be terminated immediately.

We’ve reached out for additional clarification.

Sinemia faces consumer pushback and a class action suit over a battery of complaints

When Sinemia first came across our radar, the company was happily riding the wave of anti-MoviePass publicity. With its chief competition in the midst of what looked to be a historic collapse, Sinemia happily grabbed headlines as a what looked to be more stable alternative for movie ticket subscriptions.

Last July, at the height of MoviePass’ meltdown, we asked Sinemia co-founder and CEO Rifat Oguz how he planned to avoid a similar fate. “By not providing unlimited tickets, but providing two tickets for $9.99 with more flexible options and features, we might not have grown as fast as MoviePass, but we’ve grown more sustainably,” he answered, happy to contrast the two companies.

Another key difference between the two competitors is that Sinemia isn’t public, so any struggles it’s had over the past year have largely been out of the public eye. Not entirely, however. Not in the age of social media. As I noted in a piece last week, every Sinemia story that’s run on this site, no matter how minor, has been bombarded with a deluge of Twitter criticism.

It’s a wide-ranging laundry list of complaints at first glance. Sinemia’s Twitter support team appears to be working overtime to address them, but the sheer number of critical responses is unlike anything I’ve seen doing this job.

The primary complaints generally fall into three separate, but sometimes overlapping, categories.

  1. Hidden fees
  2. Cancellations without refunds
  3. Widespread app problems

Earlier this week, we spoke to Oguz about the service’s ongoing issues. It was a short call, squeezed between meetings the executive was running to at CinemaCon in Las Vegas this week.

“As CEO, I can say, we’re still learning,” he said in a humble tone. “I think we’re learning in a way.

As we spoke, Sinemia issued sent us a press release noting the launch of “two new customer service websites.” It’s not the kind of announcement companies tend to brag about in PR emails, but it seems clear the sheer volume of negative feedback has caused Sinemia to be more proactive in highlighting the steps it’s taking to address its very vocal, angry subscribers.

It echoes a move made by the company last week, when it sent its announcement of a new $15-a-month Always Unlimited plan accompanied by a lengthy “Account Termination Media Alert” that outlined its aggressive moves in March to cancel accounts over “fraudulent activity and/or misuse of the service.”

Like MoviePass before it, Sinemia began a process of terminating accounts en masse for violations of terms and generally gaming the system. In a statement last week, the service gave the following reasons as cause for potential account termination.

  • Unauthorized use of the Sinemia card/cardless outside of its intended purposes, resulting in fraudulent financial activity. For example, this could be purchasing concessions at the theater instead of a movie ticket.
  • Using multiple Sinemia accounts on the same device.
  • Not checking in at the theater before or after your movie.
  • Seeing the same movie more than three times.
  • Creating multiple Sinemia accounts for the same person.
  • Sharing one’s Sinemia membership to buy tickets for other people. This includes not only people buying tickets and selling to others but also people sharing their own tickets with friends and family members.
  • Manipulation of location data resulting in deceptive ticket purchases. For example, faking GPS data on a phone.
  • Reasonable suspicion of fraud and/or abuse.

But while cancellation complaints do appear to have accelerated last month, the truth is that negative feedback against the service dates back further. In late February, Pennsylvania law firm Chimicles Schwartz Kriner & Donaldson-Smith filed a class action suit in Delaware (not to be confused with the on-going patent dispute with MoviePass), the state in which the now largely Los Angeles and Turkey-based company was incorporated.

The 50-page filing doesn’t mince words, with statements like, “Sinemia fleeces consumers with an undisclosed, unexpected, and not-bargained-for processing fee each time a plan subscriber goes to the movies using Sinemia’s service.”

Benjamin F. Johns, a partner and plaintiff in the case against Sinemia, told TechCrunch that the firm has received more than 2,000 complaints from current or former Sinemia subscribers.

“I’ll be very transparent about our litigation strategy: we want to certify a class consisting of all of the Sinemia consumers who were harmed in the same way by the same defective conduct, and then get the case in front of a jury as quickly as possible,” the lawyer said in a statement to TechCrunch. “We think our clients and the thousands of others like them have compelling stories to tell, and we look forward to having an opportunity to present it in court.”

Asked whether the 2,000 number sounded high, Oguz simply responded, “No. It’s a small number if you compare it with our user base.” Because it’s not a publicly traded company, Sinemia is not required to disclose such numbers, and the executive didn’t offer much in the way of specifics, only saying that it has “grown almost 50 percent month over month for the last 15 months.”

Orguz did address growing customer complaints around Sinemia’s app. Like many of the other ongoing issues with the service, complaints run the gamut. The most commonly cited, however, involve things like double charges, error messages and frequent pop-ups explaining that the app is “down for maintenance.”

According to users, these kinds of issues have the tendency to pop up when trying to purchase tickets to popular features like Captain Marvel and Us. Orguz discussed the maintenance issues in a recent interview with IndieWire that the publication describes as, “at times[…]contentious,” adding that he “express[ed] surprise” upon hearing some of these complaints read back to him.

The tone of our own conversation was ultimately a bit less combative than that interview, with Orguz admitting that Sinemia’s app has been experiencing issues. “Yeah,” he answered, agreeing to the premise that the app’s problems appear to be “pretty widespread.”

It’s for that reason, he explained, that Sinemia is launching two independent service websites to address the problems with the app and accoount terminations. “We are taking it seriously,” he insisted. “We are looking at every comment. We didn’t found the company a year ago. It started about five years ago. We are taking every negative comment very seriously.”

At the very least, a pending lawsuit and months of wall-to-wall customer complaints on Twitter and Reddit do appear to have moved the needle somewhat. Just how much and how Sinemia will approach disgruntled users going forward remains to be seen. But like MoviePass before it, it’s hard to shake the notion that so much negative publicity has left an irreparable mark on the company just as it started to make a name for itself — not to mention a sea of irate consumers in its wake.

Fittingly, Orguz’s comments echo those of Ted Farnsworth. In our recent interview, the CEO of MoviePass parent Helios and Matheson suggested that the service was a victim of its own success, growing the service faster than its staff could ultimately manage.

Similarly, Orguz told us, “Our subscriber numbers have grown more than expected. Even after last August, we weren’t expecting to go that much, that fast. When we’re growing, we’re also improving ourselves, and we’re trying to find a way to maintain and to sustain.”

But as difficult as managing that success may have been for the company, its greatest challenge is still ahead of it: convincing thousands of disgruntled fans — and possibly a courtroom — that its worst days are behind it.

Sinemia says canceled accounts are defense against subscriber misuse

Every time we publish a story about about MoviePass competitor Sinemia, a funny thing happens: our Twitter mentions explode. Seriously, follow the reactions to this post and see for yourself.  A number of folks have had cards canceled or have otherwise inactive accounts and are understandably not psyched.

Recently, we reached out to the company and received the following statement,

Sinemia is a FinTech company in the entertainment industry. Just like any other FinTech company, Sinemia also faces its own challenges of fraud. After conducting a detailed fraud detection analysis earlier this month, Sinemia has terminated a very small number of user accounts for fraudulent activity and misuse.

The statement goes on to explain “99 percent” of users are unaffected, and it offers “full refunds of the difference between their membership payment & fees and ticket purchases” for those who are.

This morning, the company announced a $15 a month Always Unlimited plan, which offers users one movie a day. It’s not Sinemia’s first unlimited plan, and coming after MoviePass’ move last week to bringing back its own unlimited plan, the Sinemia announcements includes the company’s by-now obligatory digs at its competitors.

But along with the plan, the company is also releasing a statement detailing the aforementioned actions around account cancelations.

The two-page statement notes says the company conducted “a detailed fraud and misuse detection analysis earlier this month,” and has removed around 3 percent of accounts due to “misuse or fraudulent activity” since the beginning of March. It’s a larger number than the 1 percent implied earlier, but still qualities as a small portion of the overall subscriber base.

“When fraud is allowed to run rampant, it can take down an entire business, a scenario in which everyone loses,” the company says. “It’s critical that all our customers use the service correctly and that we take fraud and misuse seriously. This kind of vigilance helps us combat misuse, ensuring all our customers continue to enjoy movies at affordable and sustainable prices.”

As for how the company defines “misuse or fraudulent activity,” there are a number of potential scenarios, including using multiple accounts on one device, purchasing tickets for others on one (non-family) account, scalping tickets and not checking in at a theater.

Those bits certainly sound similar to the fraudulent activity Ted Farnsworth discussed in a recent interview with TechCrunch. The CEO of MoviePass owner Helios and Matheson Analytics placed the company’s woes almost entirely at the feet of such activity.

“They would share their code,” Farnsworth told TechCrunch. “You’d have one person going to 20 movies a month, 30 movies a month. Which you know and I know, as much as we like movies, most people aren’t going to 30 movies a month.”

The executive put MoviePass subscribers’ fraudulent activity at a much higher 20 percent.

But customer complaints about Sinemia — which also include concerns about undisclosed fees — appear widespread enough to have triggered a class action suit. Filed in a Delaware court in February, the suit alleges:

Sinemia, however, has essentially become a bait-and-switch scheme: it lures consumers in by convincing them to purchase a purportedly cheaper movie subscription, and then adds undisclosed fees that make such purchases no bargain at all. Sinemia fleeces consumers with an undisclosed processing fee each time a plan subscriber goes to the movies using Sinemia’s service.

A Sinemia Support Twitter account (along with the standard Sinemia account), meanwhile, appears to be working overtime to address user complaints.

It’s hard to say ultimately how many accounts are impacted. But as with MoviePass’ troubles have shown, this sort of negative publicity can certainly leave a real impact on a company’s reputation.

Sinemia’s new plan offers movie ticket discounts without a subscription

The world of movie ticket services has been undergoing quite an upheaval of the past year. Yesterday, MoviePass announced a strategic “refocus.” Today’s Sinemia news is decidedly less dramatic, however — as has been the case with most of the company’s recent announcements.

It has been toying with ways to tweak its subscription offering, and Simenia Limitless finds it offering discounts for users outside of the service. Rather than a reoccurring fee with a set (or unlimited) number of tickets, Limitless offers a blanket discount for an upfront amount.

So, users get $100 worth of tickets for a $70 one-time purchase. The new offering uses a digital or physical “debit” card that can be used to buy movies online or at the theater. Once the money is gone, the card won’t re-up unless the user makes another purchase. The caveat here, however, seems to be that the balance is only good one year. Oh and “convenience fees” may apply to the price of the movie.

As for which movies are included, here’s Sinemia,

Sinemia Limitless covers any type of movie ticket for any day at any theater location, including luxury cinemas and premium format screens, without any blackout dates. With Sinemia Limitless, customers can make multiple ticket purchases on the same day and buy movie tickets for as many people as they want with a single transaction. The new plan also eliminates the necessity of checking in with the app at the theater.

When tickets are purchase through partner theaters, users can also get an addition five-five-percent discount on the deal.

The company may be getting to a point where the abundance of options are honestly a bit confusing for the end user, but it’s nice to see Sinemia continuing to experiment with different models.

Sinemia drops ticket subscription prices, adds rollover feature

Sinemia’s ticket plans change about as often as box office receipts — but at least they appear to be a bit of good news for customers. The movie subscription service, which has made a name for itself in the wake of MoviePass’s on-going struggles, announced. this morning that it has dropped the pricing on its monthly plan.

Beginning this week, one ticket a month plans start at $4 a month — down two buck from before. That means three tickets a month now run $8. The price also includes a new roll over feature, letting subscribers grab one unused ticket per month, which sounds like a nice piece of added flexibility. The plans work with the company’s reintroduced card and will be in effect with Sinemia Enterprise, a white label service the company has introduced for theater chains.

The news comes as chief competitor MoviePass looks to right the ship. That service is set to announce the return of the unlimited movie plan that help get the company in hot water in the first place. Those details should be released later this week.

Sinemia drops ticket subscription prices, adds rollover feature

Sinemia’s ticket plans change about as often as box office receipts — but at least they appear to be a bit of good news for customers. The movie subscription service, which has made a name for itself in the wake of MoviePass’s on-going struggles, announced. this morning that it has dropped the pricing on its monthly plan.

Beginning this week, one ticket a month plans start at $4 a month — down two buck from before. That means three tickets a month now run $8. The price also includes a new roll over feature, letting subscribers grab one unused ticket per month, which sounds like a nice piece of added flexibility. The plans work with the company’s reintroduced card and will be in effect with Sinemia Enterprise, a white label service the company has introduced for theater chains.

The news comes as chief competitor MoviePass looks to right the ship. That service is set to announce the return of the unlimited movie plan that help get the company in hot water in the first place. Those details should be released later this week.

Sinemia brings back physical debit cards for in-person, fee-free tickets

Sinemia announced this morning the return of its physical debit card for in-person movie ticket sales, by “popular customer demand.” The MoviePass competitor dropped the feature back in May, but the push toward a cardless system was met with pushback from customers irritated by third-party transaction fees driving up the service’s cost cutting promises.

The new cards can be used to purchase movie tickets in-person at theaters, the day of the same. They can also be used for standard online orders, but those tickets will be subject to the same sorts of fees that have left some customers irritated at Sinemia’s shifting business model. The card its will also cost you $15, a one-time purchase made through the company’s site — which means it will take a couple of movies before the savings really kicks in.

“While our customers have been pleased that we are the only subscription service that continues to provide tickets to any movie for any showtime at any movie theater, we are constantly seeking to improve,” CEO Rifat Oguz said in a release. “Based on customer feedback, we’ve brought back physical debit cards to give our customers the option to avoid all booking fees as well as choose how they want to enjoy their night out at the movies.”

Like MoviePass, Sinemia’s plans have gone through numerous changes in the past year, though its upgrades generally appear aimed at offering users more options, rather than a bid to figure out how to stop losing money. That said, the initial move toward an all card-free system was clearly received as a misstep among many users.

Sinemia adds a weekday-only movie plan

As we head into the holiday movie-going season, the theater ticket subscription wars (or what’s left of them) are set to heat up once again. Sinemia, which has recently emerged as the top contender to the eternally flailing MoviePass, is adding a new tier that focuses entirely on weekday movie-goers.

In an interesting addition to the company’s already numerous offerings, which entirely excludes the most popular moviegoing nights of Friday through Sunday. It’s probably a pretty tempting proposition for those who are already inclined to do whatever it takes to avoid lines in the first place. 

The new offerings start at $4 a month for a single ticket, all the way up to $24 for one ticket for every Monday, Tuesday, Wednesday and Thursday, for the truly obsessed. The prices are up to 20-percent cheaper than the company’s other plans. There are a few caveats here and there, however, including different rules for 3D, 4D and IMAX films. I’ll let you crawl through all of those yourself on Sinemia’s site.

The news comes as AMC announces that it has raised the price for its own in-theater competing offering. And then, of course, there’s whatever the hell is currently going on with MoviePass.

Sinemia’s new service lets theaters create custom subscriptions

As  MoviePass continues to fumble, Sinemia just keeps on rolling. This morning, the movie ticket subscription service announced one of it its most compelling offerings to date. In addition to all of its proprietary ticket tiers, the startup is launching Sinemia Enterprise, a white-labeled service that essentially lets theaters build their own custom plans.

The service is aimed specifically at theater chains — small to mid-size, one assumes, given that AMC has already launched its own competing offering. Sinemia provides all of the backend support, including the iOS/Android app, payment processing, fraud detection and various other management tools.

Sinemia says it’s already working with a number of different “major” theater chains in the U.S. and internationally, though it doesn’t mention any by name in the press release. The company pitches its approach toward ticket sales as theater agnostic.

“When we launched Sinemia, our mission was to help as many moviegoers as possible enjoy an affordable and better experience at the movies by providing a subscription app that integrates an offline and online experience,” CEO Rifat Oguz says in the release. “By partnering with theaters around the globe, we believe we can help more moviegoers, which will help us create a bigger economy for the entire industry.”

What the partnership really afford Sinemia, however, is an alliance with theaters that might otherwise ahun the company. After all, AMC and MoviePass have already come to blows, causing the service to pull out of the chain’s top theaters. Providing backend support for customized plans would surely help Sinemia avoid that manner of pushback.