There's a lot more interesting data to mine there. I'm a lot more willing to walk out of a movie I didn't pay for. There's not really a way to capture this dat

There's a lot more interesting data to mine there. I'm a lot more willing to walk out of a movie I didn't pay for. There's not really a way to capture this data right now, but the MoviePass system requires you to have an app on your phone, and check in shortly before the movie, at the theater. If I was them I'd be looking at putting audio fingerprinting on the phone to determine whether people leave before the movie ends.