Wednesday is about to become the cinephile’s new favorite day of the week — AMC Theaters have announced they’re cutting Wednesday ticket prices in half to boost mid-week attendance. Yes, you read that right: by half.
According to a company statement shared with Bloomberg, the all-day discount will apply to the standard adult evening ticket price and begins on July 9. The most exciting part? Premium formats like IMAX and 4DX will also receive the 50% reduction — a significant perk, especially considering how expensive those experiences can be for individuals, families, or groups.
Moviegoing has struggled since the COVID-19 pandemic pushed audiences away from theaters for an extended period, causing a sharp drop in ticket revenue. While attendance has gradually improved, the industry hasn’t fully recovered — and challenges remain. Still, AMC CEO Adam Aron sees opportunity.Aron acknowledged that the first quarter saw weak box office performance, but he called this an “anomaly” that has already “corrected itself,” thanks to the strong showings of A Minecraft Movie and Sinners.
He noted that ticket sales have been strong since April 1. Given how well both films have performed at the domestic box office so far, that’s easy to believe: A Minecraft Movie has grossed $408 million to date, while Sinners has earned $215 million and counting.
The summer blockbuster season is just getting started, with Mission: Impossible — The Final Reckoning and Disney’s live-action Lilo and Stitch on the horizon. Plus, both Superman and The Fantastic Four: First Steps are set to premiere in July — promising even more box office momentum, and AMC’s new pricing strategy is poised to amplify those gains.
