Wednesday is the new Tuesday at AMC this summer
AMC Theatres said it will offer 50% ticket discounts on Wednesdays for Stubs Members.
The move follows its successful Tuesday discounts.
AMC's move follows a box office resurgence, despite a fall in attendance at its locations.
AMC Theatres is making discount tickets available on a second day of the week in a bid to lure more moviegoers back to the big screen.
Starting July 9, members of the AMC Stubs loyalty scheme will be able to buy tickets at a 50% discount on Wednesdays.
The world's largest movie theatre operator said it would also continue to offer cheaper tickets on Tuesdays, which vary depending on location.
The offer has made Tuesdays one of the best-attended days of the week because moviegoers looked for "great value," CEO Adam Aron said in a statement on Monday.
"With the introduction by AMC of 50% off Wednesdays, we're looking to turn Wednesday into a similarly strong-attendance day for moviegoers at our theatres."
AMC Stubs is free to join and the scheme has about 36 million members. For every $1 spent at a branch, 20 points can be earned and spent on snacks at theaters.
The offer comes ahead of the much-anticipated releases of "Superman," "Jurassic Park Rebirth," and "The Fantastic Four: First Steps."
The Kansas-headquartered firm said strong box office takings in recent weeks had made it possible to bring in the offer.
"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.
"But in April and now in May, the box office has been booming, and the remainder of 2025 appears poised to continue that upward box office trend."
"A Minecraft Movie" is the year's highest-grossing film in the US, taking more than $400 million, followed by "Sinners" and "Captain America: Brave New World."
Despite soaring ticket sales in theaters this year, AMC's attendance declined by 11% in the first quarter of 2025, and it reported a near-7% fall in revenues year-on-year.
AMC recently altered terms and prices for its A-List offering, meaning subscribers can now see up to four movies a week rather than three.
The stock rose 0.4% in premarket trading.
Read the original article on Business Insider
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