It's not completely like that. During recent months I visited cinema roughly once a month. And sometimes my visit would have costed $5-6 out of the pocket so they were making money off me.
Also I would expect if it gets popular enough, cinemas will pay them for user data. AMC has it's own user loyalty, but it's only one network, there are more.
Sure, just like all-you-can-eat buffets, there will be over-eaters and "I'll just have a salad" types. You try to make it profitable overall.
I'm just not sure it's a viable business model for movies. It's probably a more attractive concept for the high use people than it would be for me. I'm tired of superhero movie installments.