NEW YORK -- AMC Theatres, the world’s largest cinema operator, announced a significant new discount strategy Monday. The company will offer 50% off adult movie tickets on Wednesdays for members of its AMC Stubs rewards program, a move set to begin July 9. This initiative aims to invigorate midweek attendance as the chain navigates a challenging entertainment landscape.

The new Wednesday promotion complements existing "Discount Tuesdays," which also provide reduced prices for Stubs members and will continue. AMC clarified the 50% Wednesday discount applies to the base adult evening ticket price. Premium format charges for IMAX or Dolby Cinema, along with online ticketing fees, will still apply. Certain movies or holiday periods may be excluded from this offer.

Company CEO Adam Aron framed the decision as a response to recent box office improvements. "Realistically, we could not afford to have made this change to our ticket pricing strategy until the box office showed true signs of sustained recovery," Aron stated. He described April and May box office figures as "booming," expressing optimism for the remainder of 2025.

This optimism follows a difficult period for movie theaters, battered by the COVID-19 pandemic, Hollywood strikes, and the persistent rise of streaming services. AMC itself reported an 11% drop in U.S. attendance in the first quarter of 2025 compared to the prior year, a dip Aron dismissed as "an anomaly that has already corrected itself." The company has also faced increased competition from boutique luxury cinemas.

The discount coincides with the summer box office surge. Major releases, such as "Superman" and "Jurassic World Rebirth," anchor the upcoming slate. This midweek pricing aims to leverage anticipated traffic, potentially benefiting the chain and drawing more moviegoers.

Despite the strategic pricing, AMC confronts underlying financial concerns regarding profitability and overall fiscal health. The company reported a revenue dip and wider losses in its recent first-quarter earnings. This new discount program, AMC indicated, could become a permanent fixture if successful across its U.S. locations. The free tier of its Stubs program, 'AMC Stubs Insider,' currently boasts over 36 million members.

Retail investor sentiment bullish following the announcement, with some users anticipating increased revenue from a larger Stubs membership base. AMC, a notable meme stock during the 2021 frenzy, saw a slight rise in after-hours trading Monday, though it remains down over 31% for the year. The company has not specified an end date for the Wednesday promotion.

Finance

AMC Slashes Wednesday Ticket Prices by 50% to Boost Midweek Attendance