<br /> MoviePass is introducing a new surge pricing model beginning in July.<br />Gizmodo reports MoviePass CEO Mitch Lowe referred to the change as "high demand pricing."<br />“At certain times for certain films—on opening weekend—there could be an additional charge for films." CEO Mitch Lowe<br />The extra fee is expected to start at $2 and will affect films that are popular on MoviePass.<br />A “bring-a-friend” option will roll out in August. <br />
