AMC Theatres, the world’s largest cinema chain, announced it will offer a new discount to moviegoers this summer. Beginning July 9, members of the AMC Stubs rewards program will receive 50% off adult movie tickets on Wednesdays. This builds on the existing Tuesday discount that AMC already provides to Stubs members.
The move comes as AMC continues to recover from challenges including Hollywood strikes, the rise of streaming platforms, and the COVID-19 pandemic, which drastically reduced theater attendance. AMC has also faced competition from smaller luxury theaters like IPIC and Alamo Drafthouse.
To adapt, AMC has revamped its in-theater experience and invested in concert films. Despite a recent box office rebound, AMC reported a more than 11% drop in U.S. attendance during the first quarter of 2025 compared to the previous year. CEO Adam Aron described the decline as “an anomaly that has already corrected itself” during a recent earnings call.
Aron explained, “We could not have made this change to our ticket pricing strategy until the box office showed clear signs of sustained recovery.” He noted that box office numbers in April and May have been “booming” and expects this trend to continue throughout the year.
Paul Dergarabedian, senior media analyst at Comscore, said the timing is ideal. “With big summer releases like Superman and Jurassic World Rebirth coming, a midweek discount will be a big win for AMC and moviegoers,” he said. “Fans with long ‘must-see’ lists will appreciate the savings and keep returning.”
Aron added that Tuesdays already rank among the highest-attended days of the week at AMC theaters.
The 50% discount will apply to regular ticket prices, including premium formats like IMAX and Dolby Cinema, though some movies or holidays may be excluded.
AMC did not specify how long the Wednesday promotion will last or if it will become permanent. Joining the AMC Stubs Insider program, which offers the discount, is free and currently boasts over 36 million members across all tiers.
