MoviePass CEO Says He Was “Completely Inaccurate” About App Tracking….. Sure

Color me skeptical, but when I hear this statement from MoviePass CEO Mitch Lowe, my natural tendency is to not buy into what he’s saying:

In an interview with Variety on Monday, Lowe said he was mistaken about what data the MoviePass app actually collected. “I said something completely inaccurate as far as what we are doing,” he said. “We only locate customers when they use the app.”

He added, “If you get in your car and drive five miles, we don’t know where you are or where you are going.”

Hmmmm….. Let’s contrast that statement with what he said about the MoviePass app a not so long ago:

“We know all about you,” he said at the keynote, appropriately titled “Data is the New Oil: How Will MoviePass Monetize It?”

The data collection information elicited some nervous laughs from the industry crowd, many of whom raised their hands to show they were MoviePass subscribers.

“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 afterwards.”

So… Either he’s completely out to lunch, or he’s trying to spin this in some way so as to make this whole gong show go away. Seeing as his PR’s department lame attempt to walk his statement back failed. Oh yeah. What about the update of their iOS app to remove “unused app location capability”?

Lowe said the app never activated the “track all the time” capability. “We never used it, and it was confusing to have it there,” Lowe said.

Here’s the bottom line. From my point of view, he was very confident in his original statement. Then he thought it was a great idea to double down on that statement. When those blew up in his face, he suddenly says his statements weren’t correct? Sorry, nobody is going to buy what he’s selling. Though some people may buy what he’s smoking as it clearly alters reality. Jokes aside, the bridge that he just burned behind him is the trust of his user base, which isn’t going to get rebuilt anytime soon if ever.


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