Over the last week MoviePass started rolling out an unwelcome change to its service – surge pricing for popular titles at popular times. Called Peak Pricing, MoviePass will tack on an extra $2 – $6 surcharge for moviegoers who insist on seeing the titles during these especially popular times. The move is part of an effort by the company to gain some stable financial footing. Needless to say, consumers were not too happy with the change. Perhaps to counteract those negative vibes, the company has revealed plans to add access to IMAX or 3D showings of movies by Labor Day.