MoviePass is changing its rules. Again. It's only been a couple of months since the subscription-based service captured the movie-going market by drastically lowering its prices. Now, MoviePass has altered its terms of service.

Consumers used to spend $50 per month to be able to see one movie every day for the entire year but in August, MoviePass changed that by slashing its monthly price to only $9.95. Now, the company is altering its rules once more which seems to hint at a move to increase its price point.

The recent change made by MoviePass is likely to raise a lot of eyebrows. While the company has not yet made official changes to its pricing structure, the modifications that the company made to its terms of service possibly points to putting the brunt of the price increase on heavy subscribers.

According to the new terms of service, as obtained by CinemaBlend, "MoviePass reserves the right to change the rules of movie-going attendance and ticket availability to members in connection with the service at any time. MoviePass reserves the right to change from time to time the number of eligible movies a member can see per month. MoviePass reserves the right to offer members a new price option if they exceed watching a certain amount of movies per month."

The whole idea of MoviePass' service is to give its subscribers the freedom to watch as many movies, provided that they pay the monthly fee and operate within the company's stated limitations. It's disheartening to see a company using a loophole after gaining a lot of customers from its marketing strategy.

If streaming giant Netflix were to implement similar changes, charging heavy streamers more per month than those who use their service less, there would be a social media firestorm. The company would rightly be criticized for promoting their service as an unlimited one for one price, then changing it when consumers become heavy users of the service.