Considering how they've been known to push audiences toward certain films through the app based on marketing deals they've struck with certain companies, and how they've made it impossible for some users in select markets to use the service to see certain movies, I would not be remotely surprised to see them implement Peak Pricing on certain rival films in an effort to drive traffic to MoviePass-approved films instead.
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. MoviePass says every subscriber will be able to waive one peak fee per month.
"The new peak pricing feature is aimed at providing additional flexibility for us and our users around popular movies and times for which there is limited inventory", MoviePass explains.
Now, MoviePass subscribers will see a surcharge when "there's high demand for a movie or showtime", according to an e-mail sent out by the company to its customers.
MoviePass tacked $3.43 extra onto a 7 p.m. showing of "Avengers: Infinity War" at a theater in "Everytown USA" in an example given to customers, according to The Hollywood Reporter. Subscribers, for instance, can no longer watch the same movie a few times.
The Peak Pricing will impact monthly subscribers and any new annual subscribers.
MoviePass' parent company, Helios and Matheson Analytics, warned last month that surge pricing was coming soon to a theater near you. The company last month suggested it would be $2 but a screenshot distributed to the press shows a fee of $3.43.
MoviePass has subsidiaries like MoviePass Films and MoviePass Ventures that have made them a player in production and distribution in addition to just exhibition.
MoviePass started in 2011 and expects 5 million customers by the end of the year. If you want to avoid paying a fee, you'll have to pick another showtime. "Our model though lets you continue to see movies in a way that works best for you".