MoviePass CEO backtracks on location tracking statements

14 March, 2018, 06:48 | Author: Sammy Rose
  • Nigel Treblin  AFP  Getty

MoviePass, the cinema subscription service that's cheaper than Netflix, gave itself a tiny PR scandal after CEO Mitch Lowe made a creepy remark about the app's location tracking abilities on mobile. The letter was published on the MoviePass website and clarifies that the app now uses standard location services on an "opt-in" basis.

People are already tired when it comes to their smartphones, using apps and how the apps use information gathered while they are using them. "We watch where you go afterwards", according to a report from Media Play News. "First and foremost, I apologize for these comments and the concern they caused".

After being independent for six years but struggling to increase its number of subscribers, MoviePass sold to Helios and Matheson Analytics, a data analytics company. There are only two events that would prompt MoviePass to identify a member's location. Even if it's not tracking user's location over an extended period of time yet, that's certainly a possibility for the future, not to mention what's possible when you combine that data with information from other clearinghouses. Both events require both the app to be open and for the member to request the action.

Now Lowe is saying that he was mistaken about the data that the app actually collects.

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"We are exploring utilizing location-based marketing as a way to help enhance the overall experience by creating more opportunities for our subscribers to enjoy all the various elements of a good movie night". "We get an enormous amount of information", he said last week.

"We never used it, and it was confusing to have it there", he said of the update. If, in the future, MoviePassdesires to expand how it uses data, we will amend our Privacy Policy and notify our members so that they will be afforded the opportunity to opt- in or opt- out of the MoviePass service.

When it comes to the location tracking and privacy issues that MoviePass is now facing, we're not really sure if CEO Mitch Lowe was really just mistaken or if the company is trying to backtrack after facing severe criticism. We will not be selling the data that we gather. We want to assure everyone that we treat our members' data with the utmost sensitivity. We watch where you go afterwards, and so we know the movies you watch.

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