> the goal is to amass a large base of customers and collect data on viewing behaviors. That information could then be used to eventually target advertisements

> the goal is to amass a large base of customers and collect data on viewing behaviors. That information could then be used to eventually target advertisements or other marketing materials to subscribers. I assume that means more (or "better" ads) before the movie. I prefer to pay extra watch movies somewhere that doesn't show ads, but no doubt there's a cohort who would be happy to watch ads if it means a cheaper ticket price.