MoviePass did attempt one gym-like move: telling you you couldn't re-register for 9 months if you cancelled. This isn't exactly the under-utilization strategy of a gym, but I think it's plausible they had thought they were going to curb costs a bit from under-utilizers.
Gyms succeed on this because it takes will power to keep going. OTOH a movie is enjoyable and having free movie tickets sitting there that you are not claiming would seem insane.
