MoviePass adds “peak pricing, drives cost of subscription service higher

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It could cost more than $3 extra for a ticket to see the day’s hottest movie title.

MoviePass introduced “peak-pricing” on Thursday, driving the cost of its famously low subscription service higher for users who wish to see the most popular titles at the more crowded showtimes.

From this day forward, MoviePass says it will identify in its app the movies that will require a surcharge by putting a red lightning bolt next to a title and showtime, while a gray bolt means that a particular showing is very near the threshold that will require a surcharge but not quite there yet.

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In its example distributed to users on Thursday, MoviePass lists a 7 p.m. showing of Avengers: Infinity War at a theater in “Everytown USA” accompanied by a red lightning bolt icon and an alert showing that users will be charged $3.43 extra for a ticket to that showing.

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MoviePass says that $3.43 is an example and actual results may vary.

The MoviePass service costs just $10 monthly for a ticket per day, so just about any surcharge represents a healthy increase, percentage-wise, over the basic charge.

MoviePass signaled last month that it would be making this move, though without providing details, until now.

www.hollywoodreporter.com/news/moviepass-starts-adding-peak-pricing-surcharges-1125143

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