MoviePass implements surge pricing to recoup some of its losses

The plan is changing

In a statement Thursday, MoviePass said that it is still in a testing period with surge pricing, which will roll out to all subscribers over the next few weeks.

If you want to avoid the fee, you'll have to select another showing, but if you stick with the high-demand showtime, whatever credit card you have on file with MoviePass will be charged.

As illustrated in the images below, any movie that's subject to Peak Pricing will be denoted with a red lightning bolt icon above the showtime, with the cost of the surcharge detailed on the confirmation screen. If subscribers wish to see a showing where peak pricing is in effect, they will be asked to pay an additional fee. Now MoviePass is attempting something slightly less controversial by introducing Peak Pricing, which adds a small fee for popular movies that are in heavy demand by moviegoers.

MoviePass has subsidiaries like MoviePass Films and MoviePass Ventures that have made them a player in production and distribution in addition to just exhibition. "Rather than raise our prices or limit viewings, our plan has been to develop a new variable pricing system based on the demand for particular showtimes".

But have no fear, MoviePass is here with a solution to their own problem!

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MoviePass recently passed 3 million subscribers, and is trying to draw in more as part of its plan to stay afloat.

The service, which lets customers see one movie a day for $10 a month, began rolling out surge pricing Thursday.

MoviePass pays theaters for the tickets its customers use.

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".

In a recent regulatory filing, Helios & Matheson reported the company had a cash deficit of $40 million in May and expected to be short at least $45 million in June.

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