Late last year we reported on a new movie service dubbed MoviePass. For $9.95 USD per month, users can see one movie per day — nearly any movie in nearly any theater. Netflix co-founder Mitch Lowe is the CEO behind the company which is projected to grow to 5 million subscribers by the end of 2018. That will equate to 20% of movie ticket purchases by the end of 2018. Currently, the company has 2 million subscribers and accounts for 6% of ticket purchases, so they are growing quickly.
When the service first rolled out, users and media alike wondered how MoviePass could actually sustain this. Well, it turns out, data mining is the name of the game. That’s right, according to CEO Mitch Lowe, the company is harvesting your data which is far more valuable than a movie ticket. Here are just a few quotes from Media Play News.
“We know all about you,” he said at the keynote, appropriately titled “Data is the New Oil: How Will MoviePass Monetize It?”
“We get an enormous amount of information,” he said, noting the company knows subscribers’ addresses and can glean demographic information based on where they live. The company also can track subs via the app and a phone GPS.
“We watch how you drive from home to the movies,” he said. “We watch where you go afterward.”
“Our bigger vision is to build a night at the movies,” he said, whereby MoviePass would direct subscribers to places to have dinner before or after a screening, for instance, getting a cut from vendors.
Many users may not care that an app is tracking their every move, but for those who do, here’s how you can stop MoviePass from tracking your every step:
- On iOS
- Location Services
- Toggle on/off
- On Android (7.x)
- Select app (in this case MoviePass)
- Toggle on/off
- On Android (8.x)
- Apps & Notifications
- App Permissions
- Toggle on/off beside app (in this case MoviePass)