As we head further into the future, companies continue to widen their tracking abilities. Tracking your buying, watching, searching, or even how you’re driving, is common. MoviePass seems to be dabbling in the art of tracking, too. As if tracking your location wasn’t enough, your driving to and from the movies information is privy to the app.
MoviePass CEO, Mitch Lowe, shared how and why the app tracks your driving to and from the movies.
we watch how you drive from home to the movies. We watch where you go afterwards, and so we know the movies you watch. We know all about you. We don’t sell that data. What we do is we use that data to market film.
Disregarding the creepy factor, this method of collecting data is normal. Countless amounts of companies collect the data they need from their customers/viewers by tracking them. Also, with MoviePass expecting to reach 5 million paid subscribers, it’s not surprising they are upping their game in marketing.
Along with the increase in numbers MoviePass is accumulating, Lowe expresses how 50% of those subscribers are millennials:
Our goal is to reenergize moviegoing to the movie theater, over 50% of our subscribers are millennials, the people who are abandoning theater the most.
Data, Data, and More Data!
Given that the app is using your location to obtain data, this can be quite the privacy risk. So whether or not you give consent, much of your information is zooming in and out. As this app “watches where you go,” and markets off of your data, what are you gaining from it? You enjoy their services, and they get to know everything about you. At least that’s what Lowe says:
We know all about you. We get an enormous amount of information.
Being a co-founder of Netflix, I’m sure Lowe is not a rookie in tracking information for marketing purposes. The amount of money made by just having people view ads is sizable. In the same way, I’m sure most of you have gotten related ads, after searching or buying online. MoviePass is going with the flow, but is the privacy risk more than necessary?
So, what a topic! Although location tracking is not new in the world of the internet and mobile apps, what are your thoughts on it? Is it going too far, or is this just business? Let us know all your juicy opinions!