You can’t have nice things: MoviePass is introducing surge pricing

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When AMC introduced an arguably more appealing ticket subscription service as part of their Stubs program Wednesday, it seemed MoviePass news couldn't get any worse.

The service, called AMC Stubs A-List, is an extension to AMC's Stubs rewards program and will kick off on June 26, AMC said in a press release.

Stubs A-List is so far the biggest competitor to other rival subscription services like MoviePass, which limits its subscribers to one 2D movie a day and each unique movie can be viewed only one time.

A movie, popcorn and a drink for $10?

MoviePass said in a statement to Quartz that the additional fee for some "high-demand showings" would help "drive attendance to theaters during their slow times". In recent months the company has stopped allowing customers to see a movie a couple of times, started requiring pictures of ticket stubs, and temporarily pulled certain theaters from its program.

The MoviePass CEO insisted that despite an average monthly cash deficit of $25 million from late September 2017 to May 2018, $48.8 million available cash on hand, and an expected loss of $45 million in June, reports of the company's impending demise are largely the result of a smear campaign by its archrival: AMC Theaters.

More news: Trump tells federal agencies to reunite families at border; Melania visits region

AMC has now swooped in with its own plan to court moviegoers.

"It's been tough when you have the president of AMC essentially for eight or nine months telling everybody that our subscription was not sustainable, and then he comes out with a program that essentially could cost him $60 or $80 a month to pay the studios their minimums and collecting $19.95", Lowe added of AMC CEO Adam Aron.

"Heard AMC Theaters jumped on board the movie subscription train".

But if you're looking long term, it's possible AMC will be the better play.

"AMC has repeatedly disparaged our model as a way to discourage our growth because all along they wanted to launch their own, more expensive plan", the company said on Twitter.

MoviePass is planning to implement a few changes to its services that users will be feeling by the end of the summer with the first being one they'll feel in their pockets.

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