However, MoviePass will soon offer a "Peak Pass", which will let users bypass a Peak Pricing fee once per month. It seems that the company wants to get the ball rolling on that extra fee, as it's launching starting today.
"Peak Pricing goes into effect when there's high demand for a movie or showtime", MoviePass explained.
The service, which had warned subscribers in late June that peak pricing was coming, began including the surcharge on some of its showtimes on Thursday.
According to The Hollywood Reporter, MoviePass will begin its "peak pricing" feature beginning Thursday, adding more costs to view films during peak business hours at all theaters. Showtimes that will potentially enter Peak Pricing are denoted with a grey lightning bolt icon, though they won't yet charge an additional fee.
Subscribers who signed up for the MoviePass annual plan will not be subject to peak pricing.
MoviePass is trying to make the service more profitable. The company last month suggested it would be $2 but a screenshot distributed to the press shows a fee of $3.43.
But CEO Ted Farnsworth told Moneyish in a recent interview that peak pricing is meant to make the moviegoing experience better for subscribers, not to pull the company out of the red. You will need to check your app to see if it has arrived in your area. The new policy, which was first announced to Business Insider last month, chargers users an extra fee on certain movies during popular time slots. So a $10 ride would be $18 at a 1.8-time surge, in part to encourage riders to wait until there are more cars available.
In a post on its website, MoviePass painted the new model as one that would allow it to "continue offering our low monthly rate for a movie a day".
Now, movies in the app will display a red lightning icon when they are in peak pricing and a gray icon when they are approaching peak pricing status. Infinity War is an in-demand movie if there ever was one, but it's been in theaters for two months already.
MoviePass started in 2011 and expects 5 million customers by the end of the year. A MoviePass spokesperson informed Mashable via email that the surcharge could be up to $6 and will correlate with demand for the movie.
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He pleaded not guilty and never testified, but muttered and made incoherent remarks in court during the eight years of his trial. Aum Shinrikyo was behind the 1995 sarin gas attack inside a Tokyo subway station that killed 13 people and injured hundreds.
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