Universal Hollywood ticket prices shapeshift ahead of Harry Potter opening

Universal Studios Hollywood's prices are now an animagus. 

The park announced this week that price of admission will change based on daily demand, effective immediately.

Admission to Universal Studios Hollywood will still be $95 when purchased at the gate, but customers who purchase tickets in advance online for low-demand days can save up to $20. On peak days, advance purchase saves about $5.

As an added incentive to purchase online, once The Wizarding World of Harry Potter opens on April 7, park goers with advance tickets will be able to access the attraction one hour before the rest of the park opens.

Universal Hollywood is the first major U.S. theme park to implement variable pricing — which incorporates popularity into cost. However, Disney Parks have been looking into the strategy as well to both maximize revenue and also manage attendance. Last year, Disney asked annual pass holders their opinion of higher prices during peak attendance.

The change in pricing is meant to spread out attendance and help control operations in the park.

When the Harry Potter attraction opened up in Orlando, attendance to the park increased 30%. Universal Hollywood expects to receive the same bump in attendance come April.

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