MoviePass is facing backlash after company CEO Mitch Lowe revealed a tidbit of info about the service’s mobile app: it tracks users’ location before and after they visit the movie theater.

The information was provided last week during the Entertainment Finance Forum.

During it, Lowe discussed company finances, saying MoviePass is looking for revenue sharing and discounts from movie theaters, but that it is also gathering data from users and factoring that into its long-term plans.

The statements were both surprising and tone-deaf given the current state of digital privacy and increased consumer focus on it.

Lowe revealed that MoviePass is gathering “an enormous amount of information” on subscribers, including compiling demographics data and info the customer provides like their address.

More worrisome, though, is the revelation that MoviePass’s mobile app is tracking users’ locations.

The text above is a summary, you can read full article here.