Heads up, MoviePass users, because it'll now cost you a bit more to see films at busy times.
MoviePass today launched a surge pricing fee called Peak Pricing. With Peak Pricing, you'll have to pay a surcharge if you want to see a movie or a particular showtime that's in high demand. The actual Peak Pricing fee that you pay will vary depending on the film and showtime you select, but to start, MoviePass says it'll range between $2 and $6.
Users will know if a certain showtime qualifies for Peak Pricing before they purchase their ticket. If you don't want to pay the added fee, you can select a different showtime without Peak Pricing. MoviePass also says that in the coming weeks, every MoviePass subscriber will be able to waive one Peak Pricing fee per month.
Peak Pricing is now in testing, but it will roll out for all members in the coming weeks. MoviePass does say that members with an existing annual subscription will not be impacted by Peak Pricing until their membership is up for renewal.
As for why it's rolling out this surcharge, MoviePass says that Peak Pricing "is aimed at providing additional flexibility for us and our users around popular movies and times for which there is limited inventory." The company added that it would rather not just raise the price of its plan because by keeping the unlimited price the same, "you still get the best deal possible."
The launch of Peak Pricing is sure to frustrate some people, but at least MoviePass is giving subscribers a heads-up that a film is subject to Peak Pricing before they buy a ticket, letting customers switch to a different showtime if they'd rather not pay the additional fee. Subscribers will be able to waive one Peak Pricing fee per month, too, so you'll be able to see that popular new release on a Friday evening without paying extra at least once per month.
Do you use MoviePass? If so, how often do you go see a movie?
