MoviePass updates location tracking features after CEO reveals extent of data collection
MoviePass updates location tracking features after CEO reveals extent of data collection

MoviePass removed the “unused” location features that tracked its customer's movements too closely without first gaining informed consent.

The company recently updated its IOS app after facing backlash from its CEO's comments on the extent of its products data collection.

“We get an enormous amount of information,” Mitch Lowe told an audience at presentation March 2 during the Entertainment Finance Forum presented by Winston Baker in Hollywood, according to Media Play News. “Since we mail you the card, we know your home address, of course, we know the makeup of that household, the kids, the age groups, the income.”

The CEO elaborated that his company doesn't request the information but that the company can extrapolate it because customers are being tracked in their GPS by the phone how customers drive from home to the movies, and where customers go afterwards.

None of the aforementioned information is in the company's privacy policy but the policy does say the company stores a wide variety of data, ranging from payment histories to IP addresses. The company said it doesn't sell the information and that it only uses the collected information to enhance the movie going experiences. The company told Engadget that customers “always have the option to choose the location-based services that are right for them today and in the future.”