Wednesday is about to become the ultimate day for movie lovers, thanks to an exciting announcement from AMC Theaters. They're set to slash ticket prices by half every Wednesday, aiming to draw more moviegoers during the typically quiet mid-week period. Yes, you heard it correctly: ticket prices will be reduced by *50%*!
According to a statement released by the company and 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. The cherry on top? Even premium screenings, like IMAX and 4DX, will enjoy the 50% discount. This is a fantastic deal, especially considering the usual cost of an IMAX movie, which can be quite steep for individuals, families, or groups.
The movie industry has faced significant challenges since the onset of the COVID-19 pandemic, which forced many to abandon their moviegoing habits, leading to a sharp decline in ticket sales. Although recovery has been slow, there are signs of improvement. AMC CEO Adam Aron remains optimistic about the future.
Aron noted that while the first quarter saw low box office turnout, which he described as an "anomaly," the situation has since "corrected itself" with the strong performances of films like *A Minecraft Movie* and *Sinners*. Since April 1, ticket sales have surged, bolstered by the impressive domestic earnings of these movies. *A Minecraft Movie* has grossed an astonishing $408 million to date, while *Sinners* has accumulated $215 million and continues to grow.
As the summer blockbuster season kicks off, anticipation builds for upcoming releases such as *Mission: Impossible — The Final Reckoning* and Disney's live-action *Lilo and Stitch*. Additionally, *Superman* and *The Fantastic Four: First Steps*, both slated for July, promise to further energize the box office. With AMC's new initiative, these films are poised to attract even more viewers, helping to boost overall attendance and revenue.
