The whole model gets resolved once they don’t reimburse the cinema the full ticket price, but instead a fraction of the cost, in exchange for their cinema still being on their preferred list. So for a 2pm screening on the 3rd week of release they only pay $1, but the cinema is ok with that as it brings in potential customers.
My guess is complex behavior algorithms are being built right now to enable this kind of deal. Everyone wins - cinemas get more foot traffic, studios get more ticket sales, an MoviePass learns to turn a profit on a low cost of infrastructure business. And movie going consumers save money.