MoviePass' latest attempt to win back customers may be burning its current subscriber base.

Over the weekend, lapsed MoviePass subscribers who opted out of the service's three-movies-for-$10-per-month plan are discovering that doing this did not cancel their accounts after all.

On the contrary; their accounts are being reactivated with a new kind of unlimited plan.

New York Magazine Associate Editor Brian Feldman posted the contents of MoviePass' email informing him of the change on Friday, noting that he thought his subscription to MoviePass was going to end then.

Instead, he and other affected customers have until Thursday, Oct. 4 at 9 a.m. ET/6 a.m. PT to officially opt out and cancel the subscription.

The notice was a surprise to many who thought their time with MoviePass had come to an end, several also posting complaints to Twitter about how difficult canceling the service appears to be.

The text above is a summary, you can read full article here.