AMC to offer 50% off on Wednesdays starting this summer
AMC Theatres, the largest theater chain globally, is introducing a 50% discount on adult movie tickets every Wednesday for members of its AMC Stubs rewards program starting July 9. This new discount complements existing discounted tickets available on Tuesdays and is part of AMC's strategy to boost attendance amid challenges from streaming services and premium theaters. Following a challenging period marked by Hollywood strikes and the pandemic, AMC has seen a resurgence in box office numbers, although US attendance fell over 11% in early 2025. CEO Adam Aron cites a noticeable recovery in the box office as a reason for implementing this pricing strategy, with recent months showing promising figures. The discount applies to base ticket prices, including premium experiences, though specific movies and holidays might be excluded, and AMC has not disclosed how long this promotion will last or if it will become permanent.
Context:
AMC Theatres, the largest theater chain globally, is introducing a 50% discount on adult movie tickets every Wednesday for members of its AMC Stubs rewards program starting July 9. This new discount complements existing discounted tickets available on Tuesdays and is part of AMC's strategy to boost attendance amid challenges from streaming services and premium theaters. Following a challenging period marked by Hollywood strikes and the pandemic, AMC has seen a resurgence in box office numbers, although US attendance fell over 11% in early 2025. CEO Adam Aron cites a noticeable recovery in the box office as a reason for implementing this pricing strategy, with recent months showing promising figures. The discount applies to base ticket prices, including premium experiences, though specific movies and holidays might be excluded, and AMC has not disclosed how long this promotion will last or if it will become permanent.
Dive Deeper:
AMC Theatres is offering a 50% discount on adult movie tickets every Wednesday for AMC Stubs rewards members starting on July 9, along with continuing Tuesday discounts.
The initiative is part of AMC's efforts to recover from a decline in attendance due to competition from streaming services and luxury theaters, as well as disruptions from Hollywood strikes and the pandemic.
Despite recent challenges, AMC reports a rebound in box office numbers, with CEO Adam Aron noting that the April and May figures have been strong, a trend he expects to persist.
AMC's US attendance dropped by over 11% in the first quarter of 2025 compared to the previous year, but the company is optimistic about correcting this trend.
The 50% discount applies to standard ticket prices, including premium formats like IMAX and Dolby Cinema, though it may exclude certain movies or holidays.
Joining the AMC Stubs Insider program is free, with over 36 million members across all levels, and the company has not specified the duration of the new discount offer or its permanency.
AMC's strategic adjustments, including enhanced in-theater experiences and investment in concert films, aim to attract more moviegoers and counteract the influence of alternative entertainment options.