But despite the fact that some customers were dismayed, Uber isn’t throwing in the towel on dynamic pricing. In fact, the company, which is usually very transparent about its surge pricing plans, is considering whether to raise fares regularly on weekends.

Could this be a Netflix-like moment for small start-up Uber, just as it’s trying to grow?

You’re probably thinking, and rightly so, that Netflix and Uber are two very different companies: Netflix is a 14-year-old public company that faces tough competition in a growing premium video-streaming market; as of the quarter ending Sept. 30, it had around 24 million subscribers. Uber is a 1-and-a-half-year-old start-up using a mobile phone application to create a marketplace that connects consumers with a limited number of town-car drivers. Netflix is available in the U.S., Canada and 43 countries in Latin America and the Caribbean; Uber currently operates in six U.S. cities and in Paris. Subscribers pay a monthly fee to Netflix; Uber users pay per ride.

But Netflix provides a recent example of price adjustments that resulted in negative consumer reaction, to put it mildly. The company said last July that it was eliminating the option to combine DVD and streaming video services, and in doing so, hiked the price by 60 percent for consumers who wanted both options. Netflix’s stock plunged; the company later cut its guidance by one million subscribers, and eventually reversed its plans to offer a DVD-only service.

As Uber has explained a few times now, the sticker shock some customers experienced on New Year’s Eve was the result of surge pricing, which Uber has started putting into effect on nights when drivers might be busier than usual. Travis Kalanick, Uber’s founder and CEO, has pointed out that if Uber doesn’t make it worth its drivers’ while to be on the platform, there won’t be any drivers available.

When it comes to tech products and services, users often don’t react well to change — at first. Professionals and consumers alike become accustomed to a product, and some initially see change as disruptive to their productivity or proficiency in that tool. There’s also often a backlash when the change results in a threat — real or perceived — to privacy, as we’ve seen with reactions to Facebook’s ever-evolving settings.

But when the change ultimately costs users or subscribers something they can peg a dollar amount to — such as the Netflix price change, or as with last week’s Verizon Wireless convenience fee — the options being weighed become that much clearer for the consumer.

In other words: Should I stay, or should I go now?

Uber does not have to worry about shareholders, or FCC scrutiny. The number of complaints logged — 97 disgruntled users and 15 whose Uber apps on their smartphones might not have been working correctly — was a small percentage of the thousands of Uber rides that were booked on New Year’s Eve. It could be said that this is more of an Airbnb moment than a Netflix moment for Uber: A case of a small start-up needing to do a little damage control.

From a business perspective, Kalanick says, New Year’s Eve was still a success. Early-stage Uber investor Jason Calacanis tweeted that he “loves” Uber’s surge pricing, as it ensures availability. (Calacanis did not immediately respond to AllThingsD’s request for comment on his tweet.)

Love uber’s surge pricing as it helps drivers & ensures availability. 5x 3 days a year is ok by me. #angelinvestment http://t.co/v2XuLT80

January 1, 2012 5:44 pm via Tweet ButtonReplyRetweetFavorite

@Jason

Jason Calacanis

Another regular Uber user, SproutSocial CEO Justyn Howard, said he used Uber on New Year’s Eve, and noted that his car ride didn’t seem any different than usual. He said he believes Uber is especially good with data-driven strategy, and that supply-and-demand management will become easier for Uber over time. “Overall, I expect the feedback and data gathered from NYE will be put to good use,” Howard said.

Uber is currently refunding some unhappy customers, on a case-by-case basis.

But for Uber, and many other start-up companies, reaching the average consumer will be critical if it wants to grow into a bigger company. By working with town-car companies and not taxis — as some other app platforms do — and charging a $7 to $8 base fare for rides, Uber is already a company that delivers a premium service that not everyone can afford.

If Uber institutes dynamic pricing on regular weekend nights, the company could solve the problem of ensuring there are enough drivers willing to opt in to Uber’s app platform, but at the risk of losing out on customers that aren’t willing to pay two times or more the standard fare.

The tech-savvy crowd, after the initial sticker shock, might accept this.

The “normals,” however, will likely stand outside a little longer hailing taxi cabs — or find other means of getting around town.

(Image courtesy of Flickr/McSmith86)

Complaints arose on Twitter about the high price of Uber car rides due to so-called surge prices that were put into effect across multiple cities. One user, a San Francisco-based entrepreneur named Brendan Mulligan, described in a blog post how a two-minute, half-mile Uber ride cost him $75. He also offered some tips for improving the app.

Here’s a sampling of complaints from irate Uber customers on Twitter:

Got charged $150 for 2.4 mile ride from @Uber last night.

January 1, 2012 5:08 pm via webReplyRetweetFavorite

@peternudo

Peter Nudo

While I’m glad I’m home safely, the $107 charge for my @Uber to drive 1.5 miles last night seems insanely excessive. :(

January 1, 2012 9:46 am via Tweetbot for iPhoneReplyRetweetFavorite

@Aubs

Aubrey Sabala

A total of 97 complaints have been logged since Saturday night about surge pricing, Uber says. That does not include the 15 users the company believes may not have gotten the surge-pricing notifications through their apps when requesting cars. The company declined to say exactly how many customers requested cars via Uber on Saturday night, but founder and CEO Travis Kalanick says the total number of rides was in the five figures. Overall, he says, the evening was a success despite the complaints.

The company is reversing charges for some unhappy customers on a “case by case basis,” Kalanick says.

Uber, which launched in 2010, currently dispatches car services in seven cities, including San Francisco, New York, Washington, D.C. and Paris.

Uber doesn’t dispatch its own cars, but acts as a marketplace through which users can connect with drivers. Kalanick says the surge pricing is to ensure there are drivers available for Uber customers, since those drivers could theoretically make money elsewhere during holidays and other high-demand days.

Since Uber doesn’t dispatch taxi cabs, rates are generally higher than regular cab rides to begin with. Users get a direct-dial option for calling the driver as he or she approaches them, and the cars that arrive are usually high-end town cars. Uber rides also include a base fare of between $7 and $8 depending on the city, and the tip is automatically factored into the final price per ride.

The company has been known to put surge pricing into effect on nights when it anticipates demand to outpace the supply of car services available. The company did this on New Year’s Eve last year, and also on Halloween. When prices are about to surge, Uber sends a mass email out to its users, puts up a blog post detailing the pricing changes, and, barring technical issues, users should also get notifications through the app during times that surge pricing is in effect.

Dynamic pricing — especially when it comes to the travel industry — is not a new concept. Kalanick says Uber faces a unique challenge when it comes to changing expectations that come with decades of fixed pricing in car transportation.

“If you look at a club that charges a $20 cover on a normal night and then charges $100 on New Year’s Eve — that’s just what happens,” he told me. “But with Uber, we understand there are some people who feel the pain of that transition and we take some responsibility for making it as smooth a transition as possible.”

He said the company will still put variable pricing into effect during holidays in the future, and is currently considering whether to do the same during weekend nights.

When I first moved to New York 15 years ago, for a few years during the holiday season I’d be asked by people from elsewhere if I’d be among the throngs in the Times Square crowd, watching and cheering as the ball drops. I’ve never done it, and I probably never will. I dislike crowds and I dislike standing in one place for hours on end with nothing to do but cheer. And the Times Square area is, for me, my work environment, and during the holidays I’d rather be at home, which for me means uptown and out of the way.

I’ve worked in Rockefeller Center, mere blocks from Times Square, for about six years now, and watched as the size and density of the crowds of visiting tourists have seemed to increase incrementally during the holiday season each year.

It wasn’t my imagination. New York City’s own official statisticians say that 48.8 million people visited the city in 2010, up from fewer than 43 million in 2005 when I became a Midtown regular. The forecast for 2011 is 50.2 million. Assuming the forecast is correct, the city will have beat by four years Mayor Mike Bloomberg’s goal, set in 2008, of attracting 50 million visitors by 2015. These same statisticians say that one out of every three international visitors to the United States comes to New York City.

And that ball has a lot to do with it. It’s said that 1 billion people will watch the ball drop in Times Square tonight on television. This I usually watch, and not because I’m a Ryan Seacrest fan. But for some reason that makes little logical sense, I enjoy seeing the part of the city where I spend so much of my daily life being enjoyed by so many people. I like seeing my adopted home town being the center of the world’s attention.

So what about that ball? It was replaced last year, and has some pretty impressive specifications. As Scientific American tells it, it is 12 feet in diameter and weighs nearly six tons, or 11,875 pounds.

It’s made up of 2,688 Waterford crystal triangles, and is lit by 32,256 Philips Luxeon LED lights, which is apparently triple the number of lights on the ball last year. All those lights — and being LEDs they’re programmable — are capable of producing 16 million colors, with the number of theoretical combinations numbering in the billions. It’s also more energy efficient — by somewhere between 10 to 20 percent — than it was last year, and consumes about the same amount of power as is required to power two typical electric home ovens. For the geekier minded among you, there’s even more to know in this article in PDF format from something called Lighting Science. It hadn’t occurred to me, for instance, that since the ball is on display year-round that it would require significant cooling during the hotter days of summer.

It has come a long way from the original ball in 1907, which had 120 25-watt light bulbs on it. There’s a picture of one from 1978 included with this long history of the whole ball-dropping tradition.

If you’re in or around Times Square in the days leading up to New Year’s Eve, and have the presence of mind to look up, you can probably see one of many test drops of the ball. I found this Associated Press video covering one such test, via the Village Voice.

And if you’re not near a TV, you can of course catch a live stream of the festivities.

Happy New Year, everyone.

(Image of the 2007-vintage ball via Wikipedia.)

Now — whether you can’t make it to Times Square or just don’t want to — there’s an app for that.

(Obviously!)

First introduced last year, the Times Square Official New Year’s Eve Ball App — 2012 shows a live stream of the Times Square Ball atop One Times Square, as well as video content leading up to and during the event. I’m told there will also be a live stream of Lady Gaga flicking the switch with Mayor Mike Bloomberg, to get the ball rolling, literally, at 11:59 pm ET.

With the app, users can share photos of themselves via Facebook and Twitter. They can also vote on photos — the photos with the most “likes” will be showcased on the giant Toshiba sign in Times Square that night (so if you’re at home partying in your pajamas and snapping self-portraits, you might want to think twice before sending your photos through the app).

The free app runs on iOS and Android devices, and was created by the Times Square Alliance and Countdown Entertainment, along with Toshiba and Livestream. And because few things are ever truly free, ads will run at the bottom of the app interface.

Last year’s inaugural Times Square New Year’s Eve app was downloaded 174,000 times by users in 163 countries, during a two-week period. An estimated one billion people worldwide watch the ball drop on television each year.

And 30,000 New Year’s Eve kiss photos were sent through last year’s version of the app.

Unless you’re certain you’ll want to use it again a year from now, this one can go on the short-shelf-life list of phone apps. Meanwhile, there are a few other apps you might check out for New Year’s Eve, to ensure the evening goes off without a hitch.

Like Uber, the free iPhone and Android app for calling a car service when all of the taxi cabs are taken. Uber is currently only available in seven cities, including San Francisco, Boston, New York, Seattle and Paris, and the company also sometimes adjusts pricing for holidays, like it did on Halloween this year. Uber has not yet responded to an inquiry about whether prices will go up on New Year’s Eve.

You might also want to check out an app that tempers your holiday wild side, such as the Webroot Sobriety Test app. Or an app that tests your cognitive abilities before you drunk-text, like the $.99 Textalyzer.

Or, for all those good intentions, how about an app not just for making resolutions, but for keeping them, like All My New Year Resolutions?

According to the expected year-end box-office data figures compiled by Hollywood.com, the industry raked in $10.1 billion for 2011 in North America.

While that seems like a nice haul, it’s 4.5 percent less than in 2010. While not enough to result a major downturn in limo-riding and Botox, the results are likely to cause entertainment moguls some worry, since they are accompanied by continuing trends, including another year of lower attendance.

And given that the revenue was unusually bolstered by more higher-priced 3-D movie-ticket prices — Hollywood released several dozen 3-D films in 2011, double the previous year’s amount — the latest numbers are even more disappointing.

While some holiday movies did well — namely “Mission: Impossible — Ghost Protocol,” which has taken in about $70 million domestically since its opening less than two weeks ago — it pales in comparison to such digital hits as Activision’s Call of Duty: Modern Warfare 3 videogame, which pulled in $400 million in one day from the much-desired youth market.

It surpassed $1 billion in sales in 16 days, eclipsing the box office of the blockbuster movie “Avatar,” which took 17 days to gross seven figures.

Does that mean that the continued competition for the leisure time of pretty much everyone between digital and analog has gotten worse — an epic battle of the movie industry versus game players, tablets and smartphones?

Or is it because so many movies made in 2011 turned out to be just awful? (If you saw “New Year’s Eve,” you’ll know exactly what I mean.)

One thing is clear: No one is going to pay for poor-quality content, no matter the screen size.

More number-crunching to come, as the industry debates the issue into 2012 (coincidentally, the title of a movie I happened to like, as you can see below!), and at the upcoming D: Dive Into Media at the end of the month, down near Los Angeles, in the belly of the Web-smacked beast.

Until then, let’s hope it does not come to this next year:

Turns out that many of them were doing the same thing–the Facebook part, that is. Web traffic-watcher Hitwise says Mark Zuckerberg’s site accounted for 1.93 percent of all U.S. Internet visits on New Year’s Eve. That’s up 75 percent from a year ago, when 1.11 percent of you checked in at the site at some point in the day.

But New Year’s wasn’t Facebook’s busiest day last month. That distinction belongs to Christmas Eve, when it set a site record of 2.18 percent of U.S. Internet visits, up from 1.42 percent in 2007.

You can draw your own conclusions about what those stats mean, or read Hitwise analyst Heather Hopkins’s theories here–she thinks snowstorms in the Northeast kept people trapped in their homes with nothing to do but post on their pals’ walls.

But I think the best explanation here is the simplest one: Contrary to predictions that Facebook would burn out as its core college audience grew tired of it, the site has continued to grow–it now claims 140 million active users worldwide. So you’re going to see records like this broken a few times a year.