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.
This news came during an interview of CEO Mitch Lowe conducted by Business Insider. According to Lowe,
“Imagine you’re a customer and now you go to what typically might be a $17 or $18 ticket for an extra $5 [to your subscription]? That’s going to be extremely valuable.”
As described, the new non-2D movie option sounds like it will function in much the same manner as the Peak Pricing with a surcharge scale that varies, in this case, from $2 – $5.
Lowe also indicated MoviePass is working on a bring-a-friend option. The company has already been doing some testing and it seems likely that new feature may roll out at the same time as the non-2D pricing option. One feature that Lowe said will be part of the bring-a-friend option is to refund the ticket price if the friend decides to sign up for MoviePass within 24 hours of going to a show.
source: Business Insider