This is a real thing. For now.
Movie Pass has lowered their monthly cost from $50/month to $10/month.
That means you can see as many movies as you want (sorta - there's a limit to 1 per day) - for less than it costs to go to ONE movie in 2017
What's the catch?
Right now - there isn't really one - other than AMC Theatres exploring legal options to block the service.