Helios and Matheson Analytics Inc (HMNY)

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Sounds similar to Uber surge pricing to a degree: “Our model is this: Let’s keep the price as low as possible so that we can get the occasional moviegoer, the person who is only going four or five times a year, to buy in,” he said.

MoviePass will, however, soon be rolling out a new pricing structure, which will see certain films slapped with a surcharge of “a couple of bucks” during high-traffic periods.

The feature, which Lowe described as “inventory management” for theaters, will be rolling out in five markets in coming weeks as MoviePass tests out rates, and will then be expanded nationwide.

“It doesn’t look at any specific films and it doesn’t look at particular days of the week,” Lowe said. “The idea is to drive more of our subscribers to midweek and second week of the film openings.”