For movie lovers, Wednesdays just got a whole lot more exciting. AMC Theatres has unveiled a new promotion that could make midweek outings more appealing: ticket prices will be cut in half every Wednesday as part of an effort to revive interest during traditionally slower days. That’s right—*50% off* on all-day adult tickets starting July 9.
As reported by Bloomberg, this price reduction is based on the standard adult evening ticket rate and applies across the board. What makes this deal even better is that premium formats like IMAX and 4DX are also included in the discount. Considering how costly those immersive experiences can get—especially for families or groups—this offer presents a golden opportunity to enjoy top-tier cinema at a fraction of the usual price.
Since the disruptions caused by the pandemic, moviegoing has faced a significant downturn, with many audiences opting for streaming and home entertainment options. While the industry has shown signs of recovery, it's still navigating its way back to pre-pandemic levels. However, AMC CEO Adam Aron remains optimistic about the future of theatrical experiences.
Aron acknowledged that the first quarter saw weaker-than-usual box office results, but he described the dip as a temporary “anomaly” that has already begun to reverse. He pointed to strong performances from recent releases such as *A Minecraft Movie* and *Sinners*, which have done exceptionally well domestically since April. At the time of writing, *A Minecraft Movie* has grossed $408 million, while *Sinners* continues to climb past $215 million.
With summer blockbuster season now underway, the momentum is expected to grow. Upcoming titles like *Mission: Impossible — The Final Reckoning*, Disney’s live-action *Lilo and Stitch*, and superhero films *Superman* and *The Fantastic Four: First Steps*—all set for July releases—are poised to drive even more traffic to theaters. With AMC’s new weekly discount in play, audiences have more reason than ever to return to the big screen experience.
