MoviePass is rolling out peak pricing, its own version of surge pricing that will charge customers more to see popular movies during what the company considers “high demand” times. Quartz reports: MoviePass is a subscription movie ticket service that typically costs $9.95 a month to see up to one movie in U.S. theaters per day. The company has been hemorrhaging cash to subsidize these monthly subscriptions, which can cost less than a single movie ticket in some U.S. cities. The company is looking to raise another $1.2 billion by selling stock and debt. But if MoviePass wants to survive, it also needs to start losing less money on its subscribers, and fast.

That’s where peak pricing comes in. “Peak Pricing goes into effect when there’s high demand for a movie or showtime,” MoviePass wrote in its email. “You may be asked to pay a small additional fee depending on the level of demand.” Movies currently experiencing peak pricing will be marked with a red circle containing a white lightening bolt; movies growing in demand that “could enter Peak Pricing soon” will get a gray version of the icon. MoviePass doesn’t say how much the “small additional fee” will be, but we can expect it to be $2 or more. In the example MoviePass emailed to users today, the extra fee is $3.43. “Note: the actual Peak Pricing surcharge will vary based on showtime and movie title,” the email adds.

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Source: Slashdot – MoviePass’ New Business Plan Is To Charge You Whatever It Wants