As founding CEO of MoviePass, Stacy Spikes has already changed the way we think about paying for movie tickets. Now he’s pursuing a new approach — providing a free ticket to people who watch 15 to 20 minutes of ads.

Spikes told me that when it comes to watching movies outside the theater, there are three basic business models — pay-per-view, subscription and ad-supported. MoviePass brought a subscription approach into theaters, but Spikes (who stepped down as MoviePass CEO in 2016) said he kept wondering, “Well, why can’t you have an ad-supported version that will allow you to go to movies for free?”

It’s hard to imagine digital advertising being worth enough to really pay for that ticket, but Spikes insisted, “You’re paying your way. This

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