×
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

  • For web story

    Toronto: Sony Pictures Classics Buys 'The Burnt Orange Heresy' (EXCLUSIVE)

    Sony Pictures Classics has nabbed the rights to “The Burnt Orange Heresy,” Variety has learned. The indie label plans to release the film in 2020. The Italian-American thriller was directed by Giuseppe Capotondi and stars Claes Bang, Elizabeth Debicki, Mick Jagger, and Donald Sutherland. Scott Smith adapted Charles Willeford’s novel of the same name, transporting [...]

  • Thomasin McKenzie and Essie Davis

    Thomasin McKenzie and Essie Davis to Star in 'Justice of Bunny King'

    Essie Davis, star of “The Babadook” and autumn festival hit “Babyteeth,” and “Jojo Rabbit” co-star Thomasin McKenzie will headline upcoming drama “The Justice of Bunny King.” The film, now shooting in New Zealand, is a triumph over adversity tale about women fighting their way back from the bottom of society. It is the debut feature [...]

  • Calm With Horses

    Nick Rowland Talks About Toronto Debut Film 'Calm With Horses'

    “Calm with Horses,” which made its world premiere in Toronto’s TIFF in the Discovery section, is the feature directorial debut of Nick Rowland (Amazon series “Ripper Street”), and stars Barry Keoghan (Marvel’s upcoming “The Eternals,” “Dunkirk”), Cosmo Jarvis (“Annihilation”), and Niamh Algar (BBC’s “The Virtues”). The script, which was adapted from Colin Barrett’s short story [...]

  • Colin Trevorrow Directs Jurassic World Short

    Colin Trevorrow Returns to Jurassic World in Short Film 'Battle at Big Rock'

    Dinosaurs are roaming the Earth again. In a new short from “Jurassic World” director Colin Trevorrow, rogue beasts wreak havoc on a family camping trip. The eight-and-a-half minute film, titled “Battle at Big Rock,” takes place a year after the events of “Jurassic World Fallen Kingdom.” The 2018 blockbuster — starring Chris Pratt and Bryce [...]

  • Bert Kreischer The Machine

    Legendary Lands Rights to Bert Kreischer’s Viral Story 'The Machine' (EXCLUSIVE)

    Legendary has optioned the rights to develop comedian Bert Kreischer’s story “The Machine” into a feature film following its viral success, sources tell Variety. The video has generated more than 85 million views on Facebook and YouTube since hitting the social media channels in December 2016 and Legendary moved aggressively to land the rights. Kreischer [...]

  • Margot Robbie poses at the launch

    Margot Robbie in Talks to Executive Produce, Star in Comedy 'Fools Day'

    Margot Robbie is in negotiations to executive produce and star as a fourth-grade teacher in New Line’s comedy “Fools Day.” New Line has acquired Cody Blue Snider’s short film of the same name to adapt into the feature project. Snider, who co-wrote and directed the short, will direct the full-length feature from a script he [...]

  • M Night Shyamalan'Glass' film premiere, Arrivals,

    M. Night Shyamalan Sets Two New Films at Universal

    M. Night Shyamalan will write and direct two new movies at Universal Pictures, the studio announced Monday. The currently untitled thrillers will be released in theaters on Feb. 26, 2021 and Feb. 17, 2023, respectively. “M. Night Shyamalan continues to create exciting, highly original stories that keep global audiences on the edge of their seats,” [...]

More From Our Brands

Access exclusive content