Peak pricing is a new dynamic pricing system based on the demand for particular showtimes. After taking into consideration demand for a title, date, or time of day is higher, subscribers may be asked to pay a small additional fee depending on the level of demand. You can avoid this peak surcharge by choosing an alternative date or film, and every subscriber will be able to waive one peak fee per month.
Why is MoviePass doing this?
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. We are building peak pricing to be flexible and will be able to tweak it as needed based on the community’s response.
How are peak prices determined?
Peak prices are determined based on movie demand and popularity.
What movies will be impacted by peak pricing?
Movies that are high in demand for title, date, or time of day will be impacted.
Are all opening weekend movies subject or peak pricing or will it just be a few showings for specific movies?
It will be based on movie demand so some weekends will have it, and others will not.
How will I know I am being charged peak prices? Will I know if a movie will be peak ahead of time?
You will know in advance of leaving your home which films are experiencing or approaching Peak Pricing and how much that will cost. As with most demand pricing, we are unable to predict exactly when a showtime will enter peak pricing, however, there will always be other options at other times to see that same movie without an added cost.
When will it launch in my area?
Peak pricing will be rolling out for all members in the coming weeks.
Is peak pricing a step towards taking away the unlimited plan?
No. Peak pricing is designed to do the opposite. By developing demand pricing, we are working to ensure we can continue offering our low monthly rate for a movie a day.
How much is this going to cost?
Peak pricing will be a small additional fee that is dynamic based on a given film or showtime’s popularity.
Why would I use MoviePass if it’s going to cost me more than my subscription fee?
Even with the peak pricing fee, you will be paying less for the ticket than you would if you bought it at retail price, and in the coming weeks, every subscriber will be able to waive one peak fee per month. That said, if you would like to avoid paying the fee, you can choose an alternate title or showtime!
Why are you choosing to do surge pricing instead of just raising the price? Wouldn't it make more sense to just charge $15 or $20 like AMC?
By keeping the unlimited price as our base offering, you still get the best deal possible. AMC’s higher price means you pay more for way fewer options. Our model though lets you continue to see movies in a way that works best for you.
Will peak pricing happen at all theaters?
Yes, peak pricing will be implemented for all theaters.
Will I have to pay peak pricing if I already have a membership? This isn’t what I agreed to when I became a member.
Yes, peak pricing will be active for monthly subscribers and any new annual subscribers. If you are in the middle of an annual plan and signed up before peak pricing, it will not impact you until your membership is up for renewal.