MoviePass is lowering the monthly price of its annual subscription to $6.95 again, the movie-subscription service's majority owner Helios & Matheson Analytics Inc. HMNY, -5.11% said Friday. Shares are down 5% in Friday's session. The $6.95 price is available to new subscribers only, Helios & Matheson said in a release. MoviePass gives subscribers the ability to see one new movie a day in theaters for the flat membership fee. The service previously cost $9.95 a month. Helios & Matheson shares are up 17% over the past 12 months, while the S&P 500 SPX, -2.10% is up 13%.