MoviePass, a service that used to let its users watch movies inexpensively was shut down in 2019. Now, it is returning as an app that will track users’ eyes when they watch adverts.

The service will use facial recognition and eye-tracking technology to ensure that users' eyes are looking at every promoted content in exchange for access to movies.

“It’s a way to close that loop and make it far more efficient of a system,” said the co-founder Stacy Spikes.

“I want to be able to see it for free. Advertisers have put a pre-show together not unlike what you’d normally see when you go to a movie theater but this is customized for you.”

This will happen only on the individual's device with the digital currency then going to a virtual wallet. The facial recognition algorithm will make sure the user is not ignoring the advert by using the phones’ cameras.