I don't know why everyone is always so shocked. People want smart devices/services that understand them. Where do you think the data comes from? From you!
MoviePass is a play to intermediate the movie-shopping experience, so they can extort kickbacks from theaters.
And to be honest, that is disappointing to me.
It is a different story if they are upfront with what MoviePass is using it's users' location data for.
The market equilibrium rests where you can extract maximum value, if they can get away with tracking, they will do it, it has absolutely nothing to do with it being a fair deal or not.
The same way they can condemn kidnapping for hire while maintaining prisons?
Back when the US Constitution was drafted, there was virtually no commercial data gathering. So we arguably need the Fourth Amendment extended to the commercial sector. Maybe also the First Amendment.