Loughridge (2002) also described his own experience with a movie theater in his
community that sold season passes allowing purchasers to see all the movies they wanted within
the time frame covered by the pass. The theater owner used the upfront money from the passes
to refurbish the oldest movie theater in Raleigh, NC. This was an alternative movie theater, so
pass purchasers were never sure which movies would be shown or whether they would want to
see the movies playing at the theater. So, Loughridge (2002) concluded,