AMC Theatres, the largest movie theater chain in the world, is looking to bring audiences back out to the movies on a weekday by cutting the prices on Wednesday tickets.The summer movie seasonkicked off withThunderbolts*and with high-profile films likeSuperman,Mission: Impossible - The Final Reckoning,Lilo & Stitch,Jurassic World: Rebirth, andThe Fantastic Four: First Stepsall set to open, many films will be competing for audiences' attention. However, with rising prices and an uncertain economic future, the prospect of going to the movies is becoming more expensive for some.
AMC Theatres announced, viaThe Hollywood Reporter, that starting Aug 06, 2025, adult premium movie tickets will be 50% off on Wednesdays to anyone who signs up for AMC Stubs, the theater chain’s free rewards program. This will kick into effect afterJurassic World: Rebirthopens in theaters for the Fourth of July weekend, and just beforeSupermanopens in theaters. The company said the new AMC pricing initiative will be almost universally available at all locations in the United States. However, they noted that some movies might not be available for the discount immediately.
Will Audiences Return to the Movies This Summer?
AMC’s decision to reduce weekday tickets marks their second major incentive to get moviegoers out of the house and see movies on the big screen. They already offer discount tickets on Tuesday, which has led to an increase in movie theater attendance and higher box office on that day of the week. In addition, they haveAMC Stubs A-List, which, even with the $30 price, allows moviegoers to see up to four movies a week in any format, averaging out to the possibility of seeing up to 16 movies in one month, all for the price of a little less than one IMAX ticket.
10 Best Original Movies Coming in Summer 2025 That Aren’t Remakes or Sequels
Big swings are being taken on original titles in Summer 2025 that range from romantic comedies to horror films.
Since the COVID-19 pandemic, movie theater attendance and box office revenue have declined. Even with blockbuster hits likeSpider-Man: No Way Home,Top Gun: Maverick,Avatar: The Way of Water,Barbie,Oppenheimer,Inside Out 2, andDeadpool & Wolverine, box office earnings have decreased considerably since 2019. While streaming had seemingly killed the box office validity of genres like romances and comedies, the COVID-19 pandemic only increased audiences' desire to stay home and stream titles instead of going to the movies.Disney’s decision to send Pixar titleslikeSoul,Luca, andTurning Redstraight to Disney+ ended up hurting the box office prospects ofLightyearandElemental.
The movies tended to be a great form of escapism during times of economic uncertainty, as seen in both the great depression of the 1930s and the recession of the late 2000s and early 2010s. Streaming has changed the name of the game and is seemingly the cheaper alternative for entertainment when people are looking to cut costs. However, as services like Netflix, Disney+, and Max not onlycrack down on password sharingbut continue to raise prices, AMC Theatres and other chains might be able to lure back audiences by offering great deals like discounted tickets on Tuesday and Wednesday.
Source:The Hollywood Reporter
