The revived MoviePass wants to sell your attention. __ChrisLee reports on the company and one of its new innovations: a feature using eyeball-tracking technology that will play ads on users’ phones in exchange for credits toward ticket purchases
“I think we just need to stop talking about the facial-recognition part and just give them the free-ticket part,” says MoviePass co-founder Stacy Spikes. Photo: Lawrence M. Miner, Jr. MoviePass knows about the memes. More specifically, Stacy Spikes, recently installed CEO of the embattled subscription-ticket service, has seen the response online to his Lincoln Center press conference last month announcing that the erstwhile “Netflix of cinemas” will be returning from the dead this summer.
Mitch Lowe and Ted Farnsworth. Photo: Drew Osumi/MoviePass During a recent conversation with Vulture, Spikes elucidated the ways MoviePass 2.0 will differ from its previous iteration, asserting the company will not only transcend existing skepticism but will thrive in a post-COVID era of streaming ascendancy, when theatrical moviegoing has become even more infrequent than it was at the company’s outset.
The idea behind PreShow: Madison Avenue spends around $11 billion a year on product placement in Hollywood films. PreShow took shape early on as a hypothetical: What if rather than trying to incept advertisements into a movie, there was some new system? One where advertisers would cover a percentage of ticket prices in exchange for a few minutes of a moviegoer’s attention? The app would require users to spend time watching ads in exchange for credit toward certain moviegoing experiences.
Enter B.K. Fulton. The founding chairman and chief executive of the media investment company Soulidifly Productions, and a former director of technology programs and policy for the National Urban League, Fulton was a longtime professional acquaintance of Spikes who had helped beta test MoviePass in its early days. He had missed out on investing in version 1.0 during a friends-and-family round of financing.
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