MoviePass has revealed that some members will pay surge pricing supplements for high-demand films from July.
MoviePass chief executive Mitch Lowe told Business Insider that the surge pricing would only happen under certain conditions.
“At certain times for certain films — on opening weekend — there could be an additional charge for films,” Lowe said.
The announcement comes shortly after AMC Theatres launched its own monthly subscription ticket to compete directly with MoviePass and its unlimited $9.95-a-month model.
The additional fee will start at $2, but Lowe did not specify how high the pricing could go.
Surge pricing will only apply to users who are on a month-to-month subscription and not annual subscribers.
Business Insider reports that the company will also introduce the option to let subscribers get tickets for friends who aren’t on the service for around the retail price of another ticket.
MoviePass will also soon allow users to pay extra to see movies in IMAX or 3D, but premium pricing won’t be combinable with the adding a friend option.