MoviePass says it will try to help subscribers plan a complete night out- before and after the movie. Getty Images
09 March, 2018, 13:33
According to the notes about the iOS update released March 7, the new version of the MoviePass app (version 3.0.6) has "removed unused app location capability".
The development comes a week after MoviePass CEO Mitch Lowe was quoted saying: "We watch how you drive from home to the movies".
The company - or at least Lowe - envisions a future in which MoviePass gets a revenue cut from theaters, but also from vendors who may be presented to subscribers through the mobile app. But people probably won't go beyond the fact that their location data is accessed by the app and that they'll use that data to monetize.
After initially launching the service starting at $30 per month, MoviePass cut its monthly pricing to $9.95 last summer.
"We are exploring utilizing location-based marketing as a way to help enhance the overall [moviegoing] experience", the company said.
If you're concerned about MoviePass tracking your every move, you can now make it stop. They're interested in your entire evening, where you buy drinks before the movie, what restaurant you go to afterwards, which of their partners might be able to tempt you with a special deal if you're in the area... "We know all about you", were his exact words and that sounded a bit ominous. "We will not be selling the data that we gather".
Of course, we shouldn't take this update to mean that MoviePass is moving away from its data collection ideas completely.
MoviePass actually pays full-price for the ticket.