MoviePass' planned return involves feature that would track users' eyeballs

MoviePass
(Image credit: MoviePass / Screenshot)

MoviePass has officially unveiled its slightly Black Mirror-esque plans for a comeback.

The movie subscription service will relaunch this summer, CEO Stacy Spikes announced at an event in New York City Thursday. The service gained widespread attention in 2017 for allowing users to see one movie a day in theaters for an absurdly low monthly fee of $9.95, but this led the company to burn through cash at such a spectacular rate that it was forced to shut down in 2019.

Subscribe to The Week

Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

SUBSCRIBE & SAVE
https://cdn.mos.cms.futurecdn.net/flexiimages/jacafc5zvs1692883516.jpg

Sign up for The Week's Free Newsletters

From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.

From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.

Sign up

"What it does is it basically creates a transaction between you and the brand," he said. "If I stopped and I'm not paying attention to it, it actually pauses the content."

The demonstration showed Spikes earned credits for watching this "preshow," which could be put toward a screening of Death on the Nile, and he said users could potentially see movies for free this way. The eyeball-tracking idea, though, was quickly dismissed online as "super creepy."

It surely didn't help that the company lost plenty of trust in the months leading up its shutdown, and it allegedly even changed users' passwords to stop them from seeing movies. Spikes insisted "that's all behind us" but acknowledged the way people were "hurt and disappointed" by MoviePass — at one point summarizing their recent history by showing an image of the Hindenburg disaster.

Explore More
Brendan Morrow

Brendan worked as a culture writer at The Week from 2018 to 2023, covering the entertainment industry, including film reviews, television recaps, awards season, the box office, major movie franchises and Hollywood gossip. He has written about film and television for outlets including Bloody Disgusting, Showbiz Cheat Sheet, Heavy and The Celebrity Cafe.