Disney is reportedly thinking of giving surge pricing a try: charging different rates for its amusement parks based on how full or empty they are.
A spokesman for Walt Disney Parks and Resorts told The Wall Street Journal, "We have to look at ways to spread out our attendance throughout the year so we can accommodate demand and avoid bursting at the seams."
A flexible rate could keep Disney's parks packed, but not too packed.
Despite hotels and airlines consistently adjusting prices based on demand, companies in other industries have gotten flak for making similar changes. Uber is one of them. (Video via Uber)
Disney has already implemented surge pricing at its park in Paris, but the company has come under investigation for allegedly charging different rates based on visitors' nationalities. Disney has denied the claim.