Sunday, 13 October, 2019

MoviePass starts surge pricing amid cash crunch and competition

You may have to pay extra to see that new talked-about movie.                  MoviePass You may have to pay extra to see that new talked-about movie. MoviePass
Lora Ball | 06 July, 2018, 01:39

Considering how they've been known to push audiences toward certain films through the app based on marketing deals they've struck with certain companies, and how they've made it impossible for some users in select markets to use the service to see certain movies, I would not be remotely surprised to see them implement Peak Pricing on certain rival films in an effort to drive traffic to MoviePass-approved films instead.

Now, movies in the app will display a red lightning icon when they are in peak pricing and a gray icon when they are approaching peak pricing status.

Under fire on multiple fronts, MoviePass on Thursday starting charging its more than 3 million subscribers extra for particularly crowd-pleasing movies and showtimes as the service struggles to stop hemorrhaging cash. The issue has continued to decline in recent days in the wake of AMC's launch last week of a discount pricing program allowing customers to see three movies a week for a $19.95 monthly fee.

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It says it will begin offering a peak pass that lets users waive one peak-pricing fee each month. According to MoviePass Peak Pricing is rolling out "gradually over the next several weeks in order to ensure the best possible experience". The good news is that the fee doesn't appear to be exorbitant - MoviePass doesn't give exact numbers, but the example shows a $3.43 surcharge for a late showing of Avengers: Infinity War. Customers with an annual pass won't be subject to Peak Pricing until their subscription renews. "We are building peak pricing to be flexible and will be able to tweak it as needed based on the community's response". MoviePass said in the email to subscribers. Saying it would "require a significant amount of additional capital" to continue as a growing entity, the company reported plans to issue convertible notes worth $164 million and issue 20,500 shares of preferred stock.

Stock of Helios and Matheson was off 2 cents to 19 cents a share on Thursday in late-session trading. It pays theaters full price for every admission, making its business model reliant upon more people paying for its service than actually going to theaters.

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