> The data they are gathering cannot be more valuable than the cost of a movie ticket.
Yeah, but they think they can get the loss low enough that it becomes feasible to overcome that with data. And it goes beyond just knowing what movies someone is watching.
For example, they know the exact location and time of where people are going to be (the app requires location to work). So MoviePass can use that info to upsell their customers to restaurants/etc around the theater and even transportation there and back. Create packages around this.
If I run a restaurant near a theater, why would I want their data?
I already know the clientele that visits the area, whether that's relatively high-end, working folks on their one-movie-night-escape a week, high school kids on date night, etc.
I can already trivially find show (and run-) times from the theater and plan to stay open later or otherwise staff accordingly.
I can advertise, in the theater even, for not a whole lot of money, and reach the people who saw "movie x". Theaters are happy to take your money for a 30-second spot in between pre-roll movie trivia clips.
If I'm an uber/lyft/taxi driver, the same thing applies -- it's easy to find out when movies are out, so it's easy to be in the area.
I guess I just don't see the value in "exact location and time" (at the theater, shortly before the movie starts) or any other data they can provide.
What am I missing? What use-case is there for that data that makes it worth paying for?
Oh, I didn't mean that they'd sell the data. But that MoviePass would use it themselves to generate more revenue from their users.
Instead of just movie tickets, they'll combine it with other things. Dinner and a movie. Movie then a ride home. Stuff like that. I think their plan is to take commissions.
Yeah, but they think they can get the loss low enough that it becomes feasible to overcome that with data. And it goes beyond just knowing what movies someone is watching.
For example, they know the exact location and time of where people are going to be (the app requires location to work). So MoviePass can use that info to upsell their customers to restaurants/etc around the theater and even transportation there and back. Create packages around this.