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March 6, 2018

MoviePass CEO: ‘we watch how you drive from home to the movies’

by John_A

MoviePass’ approach to gathering viewer data might raise eyebrows. According to Media Play News, CEO Mitch Lowe told those at a business forum that the movie subscription service’s app not only tracks your location, but follows you to and from the theater. “We watch how you drive from home to the movies,” he said, adding that “we watch where you go afterwards.” Not surprisingly, the company is hoping to understand customer habits and “build a night at the movies.” If people tend to have dinner before the movie or to have a drink afterwards, for example, MoviePass could steer customers to restaurants and bars and take a cut of the revenue.

It’s no secret that MoviePass would want to collect at least some data. It can use that to help movie studios gauge how well their shows are really doing, which is particularly important now that MoviePass has a stake in some productions. However, the company doesn’t tell you that it’s actively tracking your location. As TechCrunch explains, the privacy policy only covers a “single request” to help you choose a theater and improve the service. If Lowe is right, the app is not only collecting location info without consent, but creating a huge privacy risk — even if the tracking data is anonymized, someone could theoretically figure out who you are and where you live.

We’ve asked MoviePass for comment. Provided Lowe hasn’t misspoken, though, this would help explain why MoviePass is comfortable charging so little for a month’s worth of theater trips. In theory, the wealth of data would offset whatever losses MoviePass endures. The question is whether or not it’s collecting that data honestly, and it doesn’t look like that’s the case.

Via: TechCrunch

Source: Media Play News

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