AMC Theatres is rolling out a huge 50% discount on movie tickets every Wednesday starting July 9, 2025. The deal targets AMC Stubs members and covers premium formats like IMAX and Dolby Cinema. CEO Adam Aron’s bold move comes amid an 11% drop in theater attendance, the worst non-pandemic slump since 1996. The Wednesday slash combines with existing Tuesday deals and morning discounts, making it a strategic play against streaming’s dominance. There’s more to this story than meets the screen.
The movie theater industry isn’t dead yet – at least not if AMC has anything to say about it.
The theater giant just announced a bold move to slash ticket prices by 50% every Wednesday, starting July 9, 2025.
There’s just one catch: you’ll need to be an AMC Stubs member to score the deal.
The promotion applies to premium format showings like IMAX and Dolby Cinema as well.
This aggressive pricing strategy comes at a critical time.
Theater attendance took a nasty 11% nosedive in the first quarter of 2025, marking the worst non-pandemic start since 1996.
Between streaming services stealing eyeballs and the aftermath of those pesky Hollywood strikes, theaters have been struggling to fill seats.
But AMC’s CEO Adam Aron isn’t throwing in the towel.
He’s actually pretty bullish about recent box office numbers, calling them “booming” and dismissing the early 2025 slump as “an anomaly that has already corrected itself.”
Bold words from a guy whose company is still dealing with investor lawsuits over a 2022 preferred share offering.
The new Wednesday discount joins AMC’s existing Tuesday deals and morning discounts, creating a mid-week double threat of savings.
Much like how dividend payments signal a company’s financial health to investors, AMC’s aggressive discounting strategy aims to demonstrate its market strength.
It’s no coincidence the program kicks off during peak summer movie season, when theaters traditionally see their biggest crowds.
Competitor Regal Cinemas is already in the game with their $1 Summer Movie Express program, proving that the price war for moviegoers’ wallets is heating up.
Local theaters like Regal are also sweetening the deal with their Snack Pack offers, combining popcorn, drinks, and fruit snacks for just $5.
AMC has been pulling out all the stops to stay relevant, from showing concert films to revamping their in-theater experience.
The Wednesday discount is just their latest attempt to convince people that watching movies on their couch isn’t always better than the big screen experience.
For AMC, it’s a calculated gamble.
They’re betting that half-price tickets will fill more seats on traditionally slower weekdays, and that the required Stubs membership will keep customers coming back.
In an era where streaming services reign supreme, it’s either adapt or die – and AMC clearly isn’t ready for the credits to roll.
