Image by MoviePass via Dan Davis

Skeptics of MoviePass thought the subscription service, which guarantees up to three tickets a month at a low price of US$9.95, was too good to be true. They might have been right.

In an intense struggle to fulfill its promises, the platform is constantly being whammied with money problems. Recently, its parent company Helios and Matheson had to take out a US$5 million emergency loan just so it could process payments on its website, which is also ridden with hiccups.

To stress that the company was listening to subscribers’ concerns, MoviePass bizarrely issued an apology email on Wednesday that was worded to seem like it was written by “Chloe, the Director of Barketing…” a dog.

Along with a picture of a pup wearing a MoviePass-branded bib, the email came with a note that read, “I’d like to explain why from time to time you have had a ‘ruff’ experience with us but it turns out that I’m a dog and I can’t talk.”

“What I do know is that I see these humans working like crazy to make MoviePass better and better for you as fast as possible.”

It’s not uncommon for brands to incorporate adorable animals in their campaigns to soften their tones, but considering the enduring displeasure customers have had with MoviePass, its apology seemed insincere.

“Are you fricking kidding me?” asked user Catelyn Grenke, who posted a screenshot of the email on the MoviePass Facebook page. “You can’t send a dog pic and think we’ll suddenly be okay with your crappy service!”

“I feel bad for that dog having anything to do with your operation! You’re not listening or learning, otherwise you would know this isn’t funny.”

Twitter user ‘TheWretched6’ responded, “[It] looks like your director of barketing can’t talk but it can type. Cute. What would be really cute is a refund or, you know, getting your s*** together.”

Did anyone really think a justification along the lines of, “My dog ate my homework,” would work on adults?

#MoviePass Attempts "Cutesy" Appeal to Disgruntled Subscribers With Email From "Director of Barketing".
Will it Resonate? $HMNY

— Dan Davis (@FidoMaster1) November 7, 2018


— Peter Labuza (@labuzamovies) November 7, 2018

Well hey there @MoviePass @MoviePass_CS looks like your director of barketing can't talk buuuuut it can type…cute. what would be really cute is a refund or you know getting your shit together.

— Uncle Nicety (@TheWretched6) November 7, 2018

"MoviePass, due to recent company actions and decisions, people are having a difficult time taking you seriously as a company."

MoviePass: "I got this. Let me just send this email…"

— Scott (@scottmgower) November 8, 2018

good lord, this is embarrassing. @MoviePass is a company of such cowardly leadership that they're trying to be cute rather than apologizing for terrible customer service and also trying to throw an innocent dog under the bus

— Taylor Gaines (@GainesTaylor) November 8, 2018

So @MoviePass just sent me this bizarre email about why the app is basically unusable now.

I mean I've heard a lot of strange defenses but 'i am literally a dog' is a fuckin new one.

— May Leitz, Queen of Hell 🔥🎃 (@Nyxfears) November 8, 2018

Woof. This doggone MoviePass email made me cringe.

— Colton Stock (@thecoltonstock) November 7, 2018

[via Gizmodo, images via various sources]

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