AMC will now offer a 50% discount on Wednesday evening showings

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For years, Tuesdays have been a boon for moviegoing. It doesn’t take a genius to figure out why: Ticket prices are deeply discounted in the U.S. and Canada. The amount of the reduced cost varies from market to market and circuit to circuit, but bargain hunters are embracing the option to see a movie at a lower cost in an era when many exhibitors are still battling overall diminished attendance in the post-pandemic and post-strike world.

Now comes along AMC Theatres, which is slashing Wednesday adult evening ticket prices by 50 percent, beginning July 9, just as Superman and Jurassic World: Rebirth enter the fray.

Numerous sources tell The Hollywood Reporter that AMC’s maverick CEO Adam Aron began approaching studios about extending Tuesday’s discount to Wednesday late last year. Those discussions continued into the new year. Studios have long been pushing Aron and other exhibitors to offer discounted Wednesday prices, but this will be the first test to see whether it can match Tuesday’s boon and move the attendance needle.

AMC’s new Wednesday program will be available to all AMC Stubs members, which is free to join. The upcharge for Imax, Dolby Cinema and other premium large-format screens will remain the same, but the base price will be subject to the 50 percent discount.

According to veteran distributors, Wednesday is overall the slowest day of the week in terms of box office grosses. Mondays also can be sluggish, but a plethora of holidays help goose the numbers.

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