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Movie Pass Tech Tracks Eye Movement To Make Viewers Watch Ads

By Robinson Cole writing for National Law Review

From the article,

MoviePass, a service formerly known for offering moviegoers unlimited movie tickets for ten dollars a month, is returning from bankruptcy with a new business model. Trading ad views for “credits” used to redeem tickets. In an industry first, the platform will require users to enable the app to use their phone’s biometric facial recognition feature to ensure that they are actively viewing the ads that the platform serves. The feature will operate on any cell phone with a camera.

MoviePass’s eye-tracking feature is currently opt-in, but many are uneasy about the potential for abuse by advertisers. Additionally, if it proves to be a success it's reasonable to conclude that the feature could be rolled out across many other service providers and become a mandatory feature.

Read the full article at National Law Review