AMC Theatres, the largest movie theater chain in the world, is looking to bring audiences back out to the movies on a weekday by cutting the prices on Wednesday tickets. The summer movie season kicked off with Thunderbolts* and with high-profile films like Superman, Mission: Impossible – The Final Reckoning, Lilo & Stitch, Jurassic World: Rebirth, and The Fantastic Four: First Steps all set to open, many films will be competing for audiences’ attention. However, with rising prices and an uncertain economic future, the prospect of going to the movies is becoming more expensive for some.
AMC Theatres announced, via The Hollywood Reporter, that starting Jul. 9, 2025, adult premium movie tickets will be 50% off on Wednesdays to anyone who signs up for AMC Stubs, the theater chain’s free rewards program. This will kick into effect after Jurassic World: Rebirth opens in theaters for the Fourth of July weekend, and just before Superman opens in theaters. The company said the new AMC pricing initiative will be almost universally available at all locations in the United States. However, they noted that some movies might not be available for the discount immediately.
Will Audiences Return to the Movies This Summer?
AMC’s decision to reduce weekday tickets marks their second major incentive to get moviegoers out of the house and see movies on the big screen. They already offer discount tickets on Tuesday, which has led to an increase in movie theater attendance and higher box office on that day of the week. In addition, they have AMC Stubs A-List, which, even with the $30 price, allows moviegoers to see up to four movies a week in any format, averaging out to the possibility of seeing up to 16 movies in one month, all for the price of a little less than one IMAX ticket.
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Since the COVID-19 pandemic, movie theater attendance and box office revenue have declined. Even with blockbuster hits like Spider-Man: No Way Home, Top Gun: Maverick, Avatar: The Way of Water, Barbie, Oppenheimer, Inside Out 2, and Deadpool & Wolverine, box office earnings have decreased considerably since 2019. While streaming had seemingly killed the box office validity of genres like romances and comedies, the COVID-19 pandemic only increased audiences’ desire to stay home and stream titles instead of going to the movies. Disney’s decision to send Pixar titles like Soul, Luca, and Turning Red straight to Disney+ ended up hurting the box office prospects of Lightyear and Elemental.
The movies tended to be a great form of escapism during times of economic uncertainty, as seen in both the great depression of the 1930s and the recession of the late 2000s and early 2010s. Streaming has changed the name of the game and is seemingly the cheaper alternative for entertainment when people are looking to cut costs. However, as services like Netflix, Disney+, and Max not only crack down on password sharing but continue to raise prices, AMC Theatres and other chains might be able to lure back audiences by offering great deals like discounted tickets on Tuesday and Wednesday.
Source: The Hollywood Reporter
This story originally appeared on Movieweb
