Movie theater attendance is the lowest it’s been since 1995. But a company called MoviePass is trying to fix that.

Mitch Lowe is the CEO of MoviePass, but as the co-founder of Netflix, he’s partially to blame for movie theaters underperforming. “You know people have got to get out of this cocooning phase and into the experiential, “ says Lowe.

A subscription to MoviePass lets you see a movie a day, for ten bucks a month.

The math is simple: When MoviePass started in 2011, it cost up to $50 a month, depending on where you lived. At the time, the average price of a movie ticket in the U.S. was about $8, meaning you’d have to see seven movies a month to get the most out of your subscription.

But the company dropped prices to $10 last August, about the average price of one ticket. For that, you got to see an unlimited number of movies each month. Not surprisingly, subscriptions jumped from 20,000 to over 3 million. Since the majority of movie-goers head to theaters just four times a year, the idea was to sign up as many of those people as possible to help subsidize those who are going many times a month, or even many times a week.