Wednesday is set to become the new favorite day for movie lovers, as AMC Theaters has announced a groundbreaking promotion: they will be slashing their ticket prices by half on Wednesdays. Yes, you heard it right—prices will be cut by *half* to entice more moviegoers during the mid-week lull.
According to a statement from the company reported by Bloomberg, this all-day discount will be calculated based on the standard adult evening ticket price and will take effect starting July 9. What's even more thrilling is that premium screenings, such as IMAX and 4DX, will also enjoy the 50% discount. This is an incredible deal, especially considering the high cost of an IMAX movie for an individual, not to mention a family or group.
The movie industry has faced significant challenges since the COVID-19 pandemic, which forced many to abandon the pastime, resulting in a sharp decline in ticket sales. While the industry has been slowly recovering, it hasn't fully returned to its pre-pandemic glory. However, AMC CEO Adam Aron is optimistic about the future.
Aron acknowledged that the first quarter saw lower box office turnout, which he described as an "anomaly." Fortunately, he believes this issue has been resolved, thanks to the stellar performances of both *A Minecraft Movie* and *Sinners*. Since April 1, ticket sales have surged. Given the impressive domestic box office results of these films, with *A Minecraft Movie* earning $408 million and *Sinners* bringing in $215 million and counting, Aron's optimism is understandable.
Moreover, the summer blockbuster season is just heating up, with eagerly anticipated releases like *Mission: Impossible — The Final Reckoning* and Disney's live-action *Lilo and Stitch* on the horizon. Additionally, *Superman* and *The Fantastic Four: First Steps* are slated to launch in July. These upcoming films promise to boost box office numbers, and AMC's new initiative is poised to amplify this effect even further.
