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29-May-2017 22:02

In January the company hired Natasha Mulla, formerly of Mashable, as its first chief marketing officer, charged in part with more clearly communicating Movie Pass policies to customers.

And on Monday, Movie Pass announced a partnership with customer service shop Task Us, as well as the hiring of its first VP of customer experience.

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The gambit to acquire customers paid off better, and more quickly, than anyone anticipated—including Movie Pass. The problems started early: Movie Pass couldn't keep up with demand.

The company has even gone so far as to ask customers to take photos of their ticket stubs to prove that they attended the screening they signed up for, and not a more expensive version.