MoviePass, the subscription movie ticket service, is taking a page out of the Uber playbook.

The company rolled out a new surcharge on Thursday called "Peak Pricing." MoviePass users "may be asked to pay a small additional fee depending on the level of demand" for a flick, the company said in an email to its customers.

The effected showings will be labeled with a red lightning bolt icon and, according to Variety, will come at an additional cost between $2 and $6.

The announcement comes amid a tumultuous chapter for the upstart service. Wall Street has voiced doubts about the long-term viability of the business model ($9.99 per month for a movie per day), and a string of recent reports suggest MoviePass is running out of cash.

In the eyes of some financial analysts, it is only a matter of time before MoviePass faces a reckoning — surcharge or no surcharge.