MoviePass CEO Mitch Lowe had confirmed last month that surge pricing would go into effect soon for customers. They will be charged a bit extra for movies and showtimes that are particularly popular. MoviePass is calling it Peak Pricing and it will be applicable on customers starting today that have a monthly plan and it will also apply to new annual subscribers.

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“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,” the company says.

Customers will only be charged Peak Pricing when a particular showtime or movie is in high demand. They will see a small red lightning icon over the showtime when that is the case. A grey lightning icon will be shown above showtimes that are gaining in popularity and are likely to incur a Peak Pricing fee soon.

They can avoid having to pay the extra fees by selecting another show but if they absolutely must go to that showing, the credit card that they have on file with MoviePass will then be charged. The showtime will first show how much the additional fee is and the amount is going to vary by level of popularity, time, and the movie.

MoviePass has also said that it’s going to start offering a Peak Pass to customers in the coming weeks which will waive Peak Pricing fees for them for one month. Those customers who have an annual pass won’t fee Peak Pricing until their subscription is renewed.

Filed in General. Read more about MoviePass.

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