Apparently MoviePass is run by dogs, and that's why it has been a disaster

MoviePass, for all intents and purposes, has been a complete dumpster fire lately. By offering a subscription service that allowed users to see a movie per day in theaters for only $10 a month, MoviePass quickly built up a subscriber base of over 3 million users that it then went on to mercilessly troll for the better part of a year. Realizing their business model was unsustainable (after hemorrhaging money), they then went on to change the base plan, force annual users in to monthly plans, and then go mysteriously offline for a brief time due to lack of funding. It has been on a downward spiral for awhile now.

In an effort to save face (of their main brand), owner Helios and Matheson decided to spin MoviePass in to their own company; I am guessing they figured when it went under that people wouldn't connect that brand back to Helios and Matheson. With MoviePass still floundering, they have decided to take another tactic to appease subscribers: using cute dogs to distract them.

Meet Chloe, MoviePass's Director of Barketing

This latest email to subscribers is nothing short of a total farce and insult to injury. This picture along with this message was sent to subscribers:

Woof! I’m Chloe, the Director of Barketing at MoviePass. I’d like to explain why from time to time you may have had a “ruff” experience with us but it turns out that I’m a dog and I can’t talk. What I do know is that I see these humans working like crazy to make MoviePass better and better for you as fast as possible. They are so grateful for your membership and support while they work it out. We’re listening. We’re learning. We’re changing.

As far as patronizing goes, this is pretty low. Cute dogs are certainly a soft spot for many, and it is indeed hard to stay angry when looking at an adorable puppy. However, treating a customer base like children and saying everything will be all right while pretending like you are doing your job is pretty low. Implying your shortcomings are due to the fact you are letting canines run your business is just bizarre, and just another sign that MoviePass does not know where to go from here. A company with a history of bait-and-switch tactics, incorrect billing, technical errors, and unknown data collection typically should have a better answer for its consumer base other than our dog overlords hear your plight.

Make no mistake, MoviePass is struggling mightily with no sense of where to go from here, and their best attempt at distraction is to show cute dog pictures with a ineffective sales pitch. This massive misstep, however, appears pretty par for the course for a company that is repeatedly running away with its tail between its legs.