Disney is adopting a surge pricing policy at its theme parks, starting Sunday.
That means on busy days, visitors will pay more, and on slower days, they'll pay a few dollars less.
It applies to single day tickets only but those ticket prices could go up as high as 20 percent.
Disney says the idea is to manage crowds, rather than maximize profits.
Airlines and hotels use surge pricing during spring break and holidays. Uber and Lyft also charge more on busy nights such as New Year's Eve.