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 sha
