Every cent you don’t fork over for each free or super-cheap service you use is balanced by the advertising revenue the service hopes to make off of you. That’s not just true of the app-centric, surveillance-saturated economy of 2018 — it’s basically how the entertainment biz has worked for over a century. If you’re not entirely supported by sales or subscriptions, you’re working with advertisers. MoviePass is no different, but they are a fascinating case study in how, as modern data-driven advertising risks extinction via overdue regulation, the most cynical impulses of “old school” advertising threaten to turn everyone off just as much.