MoviePass in June said that it would introduce surge pricing for moviegoers watching movies at peak times, and as of today, those new surcharges have gone into effect.
In an email sent out to customers and a new section on its website, MoviePass explains that its new "Peak Pricing" system may require subscribers to "pay a small additional fee depending on level of demand" for a movie.
MoviePass claims that peak pricing provides "additional flexibility" for MoviePass and its users around popular movies and times for which there is limited inventory.
The service says that to avoid fees, subscribers should choose an alternative date or film, with one fee waiver per subscriber available each month. MoviePass has provided little detail on the new fee system. Peak pricing fees are determined "based on movie demand and popularity" with movies that are in demand for "title, date, or time of day" impacted.
Specific surcharge fees have not been outlined by MoviePass, but a screenshot of the peak pricing feature shared by MoviePass displays a $3.43 fee for seeing "Avengers: Infinity War." Extra fees will be charged to the credit card on file with MoviePass.
Peak pricing will be rolling out for all MoviePass users "in the coming weeks" for all theaters, with MoviePass planning to provide details on which films will be subjected to peak pricing and how much they will cost in the MoviePass app.
Movies affected by peak pricing will feature a red lightning icon when prices have gone up, and a gray lightning icon when prices will soon surge.
MoviePass subscribers who were promised unlimited films for their monthly fee with no restrictions at the time of sign up will likely be unhappy with the new fees. MoviePass says that even with fees, the service is still cheaper than traditional movie tickets.
Even with the peak pricing fee, you will be paying less for the ticket than you would if you bought it at retail price, and in the coming weeks, every subscriber will be able to waive one peak fee per month. That said, if you would like to avoid paying the fee, you can choose an alternate title or showtime!
In the future, MoviePass plans to introduce features that include Bring a Guest for purchasing an additional ticket, and extra fees for IMAX and 3D movie showings. These new options will allow MoviePass to better compete with AMC, which recently launched its Stubs A-List service.
With Stubs A-List, customers can see three movies per week for $19.95 per month, with no restrictions on times or repeat movies. Stubs A-List includes IMAX, Dolby Cinema, RealD 3D, Prime, and Big D movies at no extra charge.