Update 07/12/18: Surge Pricing is now in effect for some users. Keep in mind that not everybody is affected and annual plan holders will not have surge pricing applied to them. If MoviePass is able to demonstrate that they can can send members to off peak time slots then they will have better footing to negotiate (lower ticket prices, percentage of concession sales etc). Hat tip to MtM.
Original Post: Movie subscription service MoviePass has told Business Insider that by July they plan to add surge pricing, effectively charging customers an additional fee for seeing movies that MoviePass deems popular. CEO Mitch Lowe is calling this high demand pricing and users will be charged an additional $2 per movie that is deemed ‘ very popular’. The article then goes on to talk about other benefits that MoviePass plans such as bring a friend and Premium Screening (for an additional fee of $2-$6 per screening again) that have been previously revealed. MoviePass will be adding this fee in the face of increased competition with Sinemia and recently launched AMC A-List.
I don’t really have an issue with MoviePass adding this new fee, especially as customers that have signed up for annual plans will be exempt from this fee. I understand that MoviePass wants to drive traffic to movies either during off peak periods (e.g not opening weekend) or for smaller films.
