Photo: Media Play News

Subscribers to the MoviePass app, which costs users $10 a month, will be able to see movies in premium formats such as IMAX and Real 3D for a $2 to $5 surcharge. At the moment, MoviePass only includes standard 2-D movies.

“Imagine you’re a customer and now you can go to what typically might be a $17 or $18 ticket for an extra $5?” MoviePass CEO Mitch Lowe says in an interview with Business Insider. “That’s going to be extremely valuable.” The new feature is expected to live by Labor Day.

The company is also ready to roll out its bring-a-friend program, which allows subscribers to purchase a second ticket when selecting their movie at the theater. If the friend subscribes to MoviePass within 24 hours of seeing that movie, the original subscriber will receive a refund for the ticket through MoviePass. So basically, you still have to pay for the second ticket to bring a friend, but if that person decides to become a member, then it’s like you get a refund that equals one free ticket.

This is all conveniently following the company’s announcement of surge pricing for popular movies, implemented for the first time last weekend. MoviePass subscribers are charged extra for seeing popular movies at specific peak showtimes, such as Fridays and Saturdays. Subscribers are allowed to waive one peak fee each month.