MoviePass Peak Pricing: How To Avoid New Fees On Popular Movies

MoviePass always seemed like it was too good to be true. For just under $10 per month, its customers can see several movies per month at just about any theater without having to deal with constantly inflating ticket prices.

Indeed, it was too good to be true, as MoviePass has instituted a new “peak pricing” policy that will basically charge customers to see movies they thought would be free with their MoviePass card.

MoviePass explained the new surge pricing initiative on its website. Put simply, movie titles or showtimes that are in high demand might carry a small fee on top of a customer’s monthly subscription. Anyone who wants to see the next Marvel or “Star Wars” movie, for example, might have to pay anywhere between $2 and $6 to do so, according to Gizmodo.

The good news is that subscribers will be able to avoid this by taking a few, simple steps. MoviePass has emphasized that users will be able to waive one surge fee per month. MoviePass also said simply choosing a different screening might remove the fee, as well.

If someone only sees one movie in a given month, this might never be a problem. But during the summer blockbuster season or late-year Oscar season, it could potentially lead to MoviePass subscribers paying a little more to see movies.

According to the MoviePass website, any movie with a surge price attached to it will be marked as such in the MoviePass app, so there should not be any surprises for moviegoers. The website also noted that the peak pricing fees will still be less than the average movie ticket.

The addition of peak pricing is the latest development in what has been a roller coaster year for the popular subscription service. MoviePass has frequently altered policies throughout 2018, leading to potential customer confusion about what their subscription gets them. The company prevented users from seeing the same movie twice in April, the same month it got rid of its one-movie-per-day option.

MoviePass eventually walked back the latter policy change.

Concerns about the viability of MoviePass’s business model have dogged the company for months. Not only has the company's business practices come into question, but Wall Street has not been kind to parent company Helios & Matheson Analytics, and this month, reports surfaced that Helios & Matheson had to raise money to save MoviePass.