×
You will be redirected back to your article in seconds

MoviePass Taps Mike Berkley as Chief Product Officer (EXCLUSIVE)

MoviePass is continuing to staff up as the subscription ticketing service expands at a rapid pace.

Mike Berkley, a former product leader at Spotify, Viacom and Comcast, is the company’s latest addition. He has been named chief product officer and will be tasked with improving the credit card-like service’s operations. MoviePass allows customers to see a movie-a-day for a monthly fee of just under $10. Customers use a debit card to buy the tickets and MoviePass subsidizes their purchases, paying movie theaters in full.

In an interview with Variety, MoviePass CEO Mitch Lowe said Berkley’s hire is part of an ongoing effort to improve his customers’ experience. He noted that MoviePass has often had to improvise as its growth has accelerated. Since the company slashed its prices from just under $50 to $9.95 the service has attracted more than 2 million subscribers. It had roughly 20,000 subscribers prior to introducing the new pricing model.

“What I’m looking for Mike to do is to learn more about what customers want and build a stronger product,” Lowe said. “We have an opportunity to build something meaningful.”

Berkley isn’t the only new addition to MoviePass’s 50-person team. In November, MoviePass tapped Bernadette McCabe to head up its outreach to exhibitors, and in January it hired Natasha Mulla as the company’s first chief marketing officer.

MoviePass faces a number of critics. Some theater owners privately suggest that the company’s business model is unsustainable. It subsidizes moviegoing at a substantial loss, they argue, and eventually the bill will come due. However, MoviePass believes the data it collects on its customers’ viewing habits will be valuable enough that it can monetize the information or get studios and exhibitors to cut them in on revenues.

Berkley starts this week. He was most recently SVP of product management at Viacom, responsible for the digital products, mobile apps, video, data collection, and content management platforms associated with such brands as Comedy Central, Nickelodeon, MTV, BET, and Paramount Pictures.

“MoviePass is one of the most exciting companies to emerge in the entertainment industry in recent years,” Berkley said in a statement. “Just as Netflix has ushered in a renaissance for TV, MoviePass is on the path to do the same for theatrical movies.”

Berkley hasn’t only worked at established media companies. He has startup experience, having been the founder and CEO of a social video start-up, SplashCast, and an e-learning startup, QMIND, Inc.

Popular on Variety

More Film

  • David Goodman

    WGA West's David Goodman on Agency Strategy: 'We'll Start Meeting as Soon as Possible'

    David Goodman, who was resoundingly re-elected president of the Writers Guild of America West on Monday, said the guild plans to meet with several talent agencies soon in an effort to ease the impasse over packaging fees and affiliated production. “Many agencies had indicated that they wanted to wait to see the results of the [...]

  • Australian Outback

    Legend Media Seeks Trio of West Australia-China Co-Productions (EXCLUSIVE)

    Perth, Australia-based production company Legend Media is preparing a slate of three feature films to be produced with partners in China. The company styles itself as one that recognizes the opportunities for Asian engagement that have fallen to Australia, through geography, trade and culture. The company aims to make use of the bilateral film co-production [...]

  • David Goodman

    David Goodman Re-Elected President of Writers Guild of America West

    David Goodman has been convincingly re-elected to a two-year term as president of the Writers Guild of America West, beating Phyllis Nagy in a bitter contest that became a referendum on the guild’s ongoing battle with talent agents. Goodman received 4,395 votes to Nagy’s 1,282 in an election that yielded record turnout among the WGA [...]

  • Issa Rae Portrait

    Issa Rae Developing Re-Imagining of Crime Thriller 'Set It Off'

    “Insecure” star and co-creator Issa Rae is in early development on a re-imagining of New Line’s crime thriller “Set If Off,” which starred Jada Pinkett Smith, Queen Latifah, Vivica Fox and Kimberly Elise. Rae will produce with plans to star in the project. Syreeta Singleton and Nina Gloster have been hired to pen the script. [...]

  • Thomas Golubic GMS Conference

    Guild of Music Supervisors President: 'The Economics of the Job Don't Work Anymore'

    The Guild of Music Supervisors (GMS) hosted its 5th annual “State of Music in Media” conference on Saturday, Sept. 15, at the Los Angeles Film School. Featuring a wide array of panel discussions on all manner of issues related to music in film, television and advertising, the confab drew top composers, music supervisors, licensing and [...]

  • Gay Chorus Deep South

    Film News Roundup: Documentary 'Gay Chorus Deep South' Bought for Awards Season Release

    In today’s film news roundup, the documentaries “Gay Chorus Deep South” and “Tread” find homes, Tobin Bell’s latest horror film completes production and Emilio Insolera joins “355.” ACQUISITIONS MTV Documentary Films has acquired “Gay Chorus Deep South” for release during the fall for awards season consideration. Directed by David Charles Rodrigues, the film world premiered [...]

  • Bad Education

    What 'Bad Education' Taught Us About the Slow Toronto Film Festival Market

    “Bad Education,” a dramedy starring Hugh Jackman as the embezzling superintendent of district of schools in Long Island, N.Y., was set to be this year’s “I, Tonya.” The movie has the same biting tone, shifting between comedy and tragedy. It received strong reviews out of the Toronto Film Festival. And like “I, Tonya,” it even [...]

More From Our Brands

Access exclusive content