i do love that the solution to making people see adverts is to force them to see adverts, not to rethink the strategy of advertising as it currently exists and whether it actually works, or to make the adverts better, or to make them more engaging, or just not obnoxious to deal with in every conceivable way:

The new MoviePass will also use your phone’s cameras to make sure that you’re actually watching the ads. “As I’m looking at it, it’s playing back. But if I stop and I’m not paying attention to it, it actually pauses the content,” Spikes said while watching an ad during the presentation. “We had an early version of this where you know what happened. People put the phone down and left and didn’t pay any attention to it. Right now 70 percent of video advertising is unseen. This is a way that advertisers get the impact they’re looking for but you’re also getting the impact yourself.”