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MoviePass isn’t going down without a fight. The subscription-based movie ticket service is about to face major competition from AMC and will introduce several new measures in July to fight financial ruin

Among those changes are a bring-a-friend option, IMAX and 3D movies, and surge pricing – like Uber.

MoviePass C.E.O. Mitch Lowe told Business Insider that “high demand” movies will incur an additional $2 fee when purchased through MoviePass (depending on time as well). That’s $2 on top of the $9.95 most users are paying per month for unlimited movies in theaters, and less than a box of Sno-Caps.  Read more…

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