AMC cuts midweek tickets 50% from July

Cinephiles, mark your calendars – Wednesdays are about to become your new movie day. AMC Theaters has unveiled plans to slash ticket prices by 50% every Wednesday in an effort to boost midweek attendance. Yes, you read that correctly: a full half off normal pricing.

According to an official statement obtained by Bloomberg, this all-day discount will apply to standard evening adult ticket prices starting July 9. The most exciting part? Premium formats like IMAX and 4DX screenings will also qualify for the 50% price cut – a game-changer given how pricey these premium experiences typically are, especially for families or groups.

The cinema industry has faced significant challenges since the COVID-19 pandemic disrupted moviegoing habits, leading to a major financial downturn. While recovery has been steady, AMC CEO Adam Aron acknowledges the industry hasn't fully rebounded to pre-pandemic levels. However, he remains optimistic about its future.

Aron noted that while Q1 saw disappointing box office numbers, this temporary slump – which he called an "anomaly" – quickly reversed course with the blockbuster performances of *A Minecraft Movie* and *Sinners*. Since April 1, ticket sales have reportedly surged, and the numbers don’t lie: *A Minecraft Movie* has already grossed $408 million domestically, while *Sinners* has pulled in $215 million and counting.

With the summer movie season just ramping up – featuring highly anticipated releases like *Mission: Impossible – The Final Reckoning*, Disney’s live-action *Lilo & Stitch*, July’s *Superman* reboot, and *The Fantastic Four: First Steps* – AMC’s new Wednesday discount initiative could be perfectly timed to capitalize on heightened audience interest and drive even stronger box office numbers.