system
A chat on subreddit /r/wallstreetbets
human
It could have been, if they got a bunch of people to sign up for monthly subscription and never use it.  Sort of like how gyms make a lot of money.  The problem was that the deal was way too good and people used the shit out of it.

gpt
They would have had to make partnerships with theatres to split the cost of seats for films that would have otherwise been empty. They were completely blackballed by the big theatres companies and their deal was completely unsustainable.