MoviePass launches surge pricing and ugh, it’s higher than expected

MoviePass will now charge extra for peak showtimes of popular movies. As of Thursday, that means up to $3.43 on top of the flat monthly rate the service charges for unlimited movies in theaters.

When we learned in June that MoviePass would be getting surge pricing, it didn’t sound all bad. The surge was estimated to be $2, and the company also planned to add IMAX/3-D tickets.

The example provided Thursday by MoviePass listed Avengers: Infinity War at 7 p.m. with the $3.43 surcharge, per the Hollywood Reporter. Other peak prices could vary, though probably not much higher than this one; Infinity War is an in-demand movie if there ever was one.  Read more…

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