Walt Disney Co. is adopting a new pricing policy at Disneyland and other U.S. theme parks that would reduce ticket costs on low-demand days and boost entrance fees for more popular times.
Starting Sunday, anyone willing to drop in on a typically slow day — maybe a Wednesday in September — will pay a few dollars less than previously. But for most days of the year, expect to spend more for a daily ticket.
Disney is portraying the move to peak pricing as a crowd-management technique rather than a push to maximize profits.
Airlines and hotels do it during spring break and other high-demand times; Uber and Lyft also charge more when the need for ride-hailing services surges, such as New Year’s Eve.