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Universal Studios adopts 'demand pricing' before its Harry Potter world opens

Universal Studios adopts 'demand pricing' before its Harry Potter world opens

Universal Studios Hollywood is putting a price tag on the demand for fun.

The theme park is anticipating huge crowds for the April 7 opening of the Wizarding World of Harry Potter. If you want to be one of the first to experience it, be prepared to pay more than if you want to go, say, on a slow Tuesday in September.

So-called demand, or variable, pricing is nothing new to airlines and hotels. They have long charged higher prices on holidays and during popular seasons. Uber and Lyft charge higher rates during hours when the car-hailing services are in most demand. (Remember New Year's Eve?)

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