By India McCarty
Movie tickets have gotten pretty pricey, but AMC is luring audiences back with a new plan this summer: a 50% discount every Wednesday.
“At AMC, we’ve gone to great lengths to create the preeminent moviegoing environment at our AMC theatres,” AMC Chairman and CEO Adam Aron said in a statement. “Now, we also are pleased to make moviegoing more affordable, with our new ‘50% Off Wednesdays’ effort.”
Aron explained that the theater chain couldn’t afford to make this pricing change “until the box office showed true signs of sustained recovery.” The recent months of box-office success indicated to AMC that “the remainder of 2025 appears poised to continue that upward box office trend.”
The “50% Off Wednesdays” plan is set to begin July 9 and is available to all AMC Stubs members.
“It’s exciting to see further market experimentation with ticket pricing to engage consumers,” Steve Buck, head of research firm EntTelligence, told The Hollywood Reporter. “Tuesday has historically seen a bump in foot traffic, and it will be interesting to see what type of an impact Wednesday discounts will have.”
AMC Theaters are set to cut prices on Wednesdays by 50%.
This comes in an attempt to draw more crowds to the theaters on non-weekends.
(Via: Bloomberg) pic.twitter.com/m0rOyNqjDi
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Related: What You Need to Know About AMC’s Changes to Stubs A-List Subscription
This is the latest move Aron has made to revitalize AMC. Last year, he announced AMC would join seven other theater chains in investing over $2.2 billion to update theaters over the next three years.
“Across the industry, we’re feeling that perhaps we’ve turned a corner,” Michael O’Leary, president and CEO of the National Association of Theatre Owners, told Variety. “The audiences are coming back to the theaters. There’s just a very positive kind of feeling about the future.”
In a 2024 interview with Variety, Aron outlined AMC’s current profitability, as well as his hopes for the chain’s future.
“I can tell you with such confidence that the combination of resolving our balance sheet with a rising box office means rising profitability,” he explained. “We get to play on offense again. Our industry has been playing on defense for four and a half years.”
Aron added, “Maybe the most important thing we did was negotiate hard with our lenders that in 2026…if the circumstances are right we can refinance all this debt yet again, pushing it out further than 2030.”
AMC’s “50% Off Wednesdays” is a smart move from the theater chain as we enter the summer blockbuster season. Hopefully, more theaters will take a cue from AMC and start cutting costs.
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