Get ready to make Wednesday your new favorite day for movies. AMC Theaters has announced it will slash ticket prices in half every Wednesday to attract more guests during the midweek slowdown. Yes, you heard correctly — tickets will be half off.
According to a company statement via Bloomberg, the all-day discount is based on the standard adult evening ticket price and launches July 9. One of the most appealing aspects is that premium formats like IMAX and 4DX will also be included in the 50% off deal. That’s a significant saving, especially given how pricey IMAX tickets can be for individuals or families.
Movie theater attendance has struggled since the COVID-19 pandemic, which forced many to abandon the habit and led to a sharp drop in ticket revenue. Although attendance has gradually improved since then, recovery has been uneven — and the industry has yet to fully rebound. Still, AMC CEO Adam Aron sees reason for optimism.
The executive noted that while the first quarter saw weak box office numbers, what he called an “anomaly” appears to have self-corrected thanks to the strong performances of A Minecraft Movie and Sinners.
He added that ticket sales have surged since April 1. Given both films’ impressive domestic box office runs, that’s easy to believe. A Minecraft Movie has earned an astounding $408 million to date, and Sinners has pulled in $215 million and counting.
What’s more, the summer blockbuster season is just warming up. Mission: Impossible — The Final Reckoning and Disney’s live-action Lilo & Stitch are on the horizon, along with July releases like the new Superman and The Fantastic Four: First Steps. That means plenty of potential for stronger box office results — and AMC’s new discounted Wednesdays could help boost those numbers even further.
