AMC Theatres, the world’s largest cinema chain, is expanding its discount offerings to attract more moviegoers this summer.
Starting July 9, AMC will offer 50% off adult movie tickets on Wednesdays for members of its AMC Stubs rewards program. This new midweek deal adds to AMC’s existing Tuesday discount, which will remain in place, the company confirmed.
The move comes as AMC continues to bounce back from the lingering impacts of the COVID-19 pandemic, a surge in streaming services, and last year’s dual Hollywood strikes. The theater chain also faces increasing pressure from boutique competitors like IPIC Theaters and Alamo Drafthouse, which have carved out a niche with upscale experiences.
Despite a gradual rebound in the box office, AMC’s U.S. attendance dropped more than 11% in Q1 2025 compared to the same period last year. However, CEO Adam Aron addressed the decline in a recent earnings call, describing it as “an anomaly that has already corrected itself.”
“Realistically, we could not afford to have made this change to our ticket pricing strategy until the box office showed true signs of sustained recovery,” Aron said in a statement on Monday.
He pointed to “booming” box office numbers in April and May as evidence of that rebound, adding that the trend is expected to continue through the rest of the year.
Perfect Timing for Summer Blockbusters
Industry experts say the timing couldn’t be better. Paul Dergarabedian, senior media analyst at Comscore, called the move “auspicious,” given the strong lineup of summer releases like “Superman” and “Jurassic World Rebirth.”
“The excitement and anticipation surrounding the upcoming slate will make a midweek bargain option a huge winner for AMC — and, most importantly, for moviegoers,” Dergarabedian said. “With so many movies on their must-see list, this discount gives people a reason to come back again and again.”
AMC reports that Tuesdays already rank among the busiest days of the week, and the new Wednesday deal is expected to boost midweek traffic even further.
While premium formats like IMAX and Dolby Cinema carry higher ticket prices, the 50% discount will still apply to the base ticket price for those showings. AMC noted that some exclusions may apply, including certain films or holidays.
No End Date Yet
AMC hasn’t said how long the Wednesday promotion will run or whether it will become permanent. Enrollment in the AMC Stubs Insider program — the free tier of its loyalty membership — is required to access the discount. The rewards program currently has over 36 million members across all levels.
As AMC continues to adapt to the changing entertainment landscape, deeper discounts could prove key in bringing audiences back to the big screen more often.
