MoviePass to Introduce 'Surge Pricing' Next Month

MoviePass to Introduce 'Surge Pricing' Next Month Beginning in July, MoviePass will start charging customers more when they want to see a popular film. The “high-demand” pricing system will add an extra $2 for titles the app deems popular with MoviePass subscribers. Speaking to Business Insider, CEO Mitch Lowe explained the decision, saying it is intended to let the app’s theater partners see more traffic during the week for blockbuster releases. By the end of August, the app is planning to launch a bring-a-friend option and a premium option for Imax and Real 3D movies. MoviePass’ parent company, Helios and Matheson Analytics, said the app’s monthly losses ramped up to $40 million in May.