AMC Slashes Mid-Week Ticket Prices by 50% in July to Boost Attendance

Wednesday is set to become the go-to day for movie lovers, thanks to a new initiative from AMC Theaters. Starting July 9, they're slashing ticket prices by 50% on Wednesdays, aiming to boost mid-week attendance. Yes, you heard it right—half off your movie tickets!

According to a statement released by the company and reported by Bloomberg, this all-day discount will apply to the standard adult evening ticket price. Even better, premium formats like IMAX and 4DX will also enjoy this 50% reduction, making it an incredible deal, especially considering the typically higher cost of these experiences.

The movie industry has faced significant challenges since the onset of the COVID-19 pandemic, which drastically reduced theater attendance and led to a sharp decline in ticket sales. Although recovery has been gradual, the industry is still not back to its pre-pandemic levels. However, AMC CEO Adam Aron remains optimistic.

Aron noted that while the first quarter saw lower box office numbers, which he referred to as an "anomaly," the situation has since improved dramatically. This turnaround is largely attributed to the success of films like A Minecraft Movie and Sinners. Since April 1, ticket sales have surged, with A Minecraft Movie grossing $408 million and Sinners pulling in $215 million and still counting.

The summer blockbuster season is just heating up, with much-anticipated releases like Mission: Impossible — The Final Reckoning and Disney’s live-action Lilo and Stitch on the horizon. Additionally, July will see the launch of new films such as Superman and The Fantastic Four: First Steps. With these exciting titles coming soon, and AMC's new Wednesday discount initiative, there's a strong potential for increased box office revenue.