MoviePass has signed a new strategic partnership with the Independent Cinema Alliance (ICA). The pact will allow the ICA to provide an integrated subscription model to its network of theaters, which includes approximately 180 member companies and nearly 5,000 independently operated screens across the United States and Canada.

In an interview, MoviePass Founder Stacy Spikes said the ICA’s coalition makes it the third largest domestic exhibition group, just behind AMC and Regal and ahead of Cinemark. He also noted that the theaters generate more than $1 billion in box office revenue annually, which is approximately 15 percent of the North American market. “This significantly expands our reach,” Spikes said.

The collaboration connects MoviePass’ subscription infrastructure directly into ICA’s network of cinemas, allowing users to select and reserve seats, for instance. That, in turn, could drive attendance to participating theaters. Spikes says that users disproportionately buy tickets from cinemas that have MoviePass fully integrated into their ticketing system. He noted that MoviePass’s users tend to be younger and more tech-savvy, with the largest cluster being men between the ages of 25 to 26 and women between 24 to 25. In a release touting the agreement, MoviePass cites research from the exhibition industry trade group Cinema United that found Gen Z moviegoing frequency increased 25% year-over-year — the largest increase of any demographic — as well as a Fandango study that found that Gen Z and Millennials are increasingly driving box office momentum. “Our customer base aligns with the heaviest users in the industry,” Spikes says. “We think we can drive business to these theaters.”

MoviePass members will be able to use the app for premium format tickets, and will receive “concession and theater-specific perks” at participating ICA locations beginning this year.

“This collaboration reflects ICA’s continued commitment to identifying practical, scalable opportunities that can help independent exhibitors compete, grow attendance, and strengthen customer loyalty,” said ICA Executive Director Frank Rash in a statement.

Rash went on to note that many of his members don’t have the capital to build their own proprietary subscription platform, calling it “not financially realistic.”

Alongside the partnership launch, MoviePass is introducing its “Summer Season Pass,”giving moviegoers access to three months of movies starting at $30 ahead of the release of blockbusters like “The Odyssey” and “Toy Story 5.”