We've asked MoviePass for comment. Provided Lowe hasn't misspoken, though, this would help explain why MoviePass is comfortable charging so little for a month's worth of theater trips. In theory, the wealth of data would offset whatever losses MoviePass endures. The question is whether or not it's collecting that data honestly, and it doesn't look like that's the case.
Update: A MoviePass spokesperson has responded, indicating that the comments have been taken a bit out of their original context, saying the company is "exploring" location-based marketing. We have asked if any current customers are being tracked and will update the post further if we get any more details. The full statement is below.
At MoviePass our vision is to build a complete night out at the movies. We are exploring utilizing location-based marketing as a way to help enhance the overall experience by creating more opportunities for our subscribers to enjoy all the various elements of a good movie night. We will not be selling the data that we gather. Rather, we will use it to better inform how to market potential customer benefits including discounts on transportation, coupons for nearby restaurants, and other similar opportunities. Our larger goal is to deliver a complete moviegoing experience at a price anyone can afford and everyone can enjoy.