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But the misstep underscored that Movie Pass hasn’t earned the benefit of the doubt from its customers—especially when that sort of broader location tracking is exactly how the company plans to grow, eventually offering discounts not just at movie theaters but at nearby establishments as well.

That explosive growth has given the company scale and leverage it hadn’t dreamed possible by this point.

But the deeper tension at play—that of balancing customer satisfaction with building a profitable business—may not be so easily solved.

Gripes have followed Movie Pass since it launched its revised subscription model last August.

We’re constantly trying to figure out how to deliver a service with incredible value, but at the same time learn how we can get more people into specific films,” Lowe says.

“We’ve grown so fast, some of these things are out of whack.”That pressure seems also to have inspired a sometimes adversarial stance toward its own customers.

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