Wednesday is set to become the cinephile's new favorite day of the week, as AMC Theaters has announced a groundbreaking move to slash their ticket prices by half every Wednesday. This initiative is designed to boost attendance during the mid-week slump, and yes, you read that correctly: ticket prices will be reduced by *half*.
According to a statement from the company via Bloomberg, this all-day discount will be based on the standard adult evening ticket price and will take effect starting July 9. What makes this deal even more exciting is that premium showings, such as IMAX or 4DX, will also enjoy the 50% discount. This is a fantastic opportunity, especially considering the typically high cost of an IMAX movie, which can be quite a splurge for individuals, families, or groups.
The moviegoing industry has faced significant challenges since the COVID-19 pandemic, which forced many to abandon their love for cinema for an extended period, resulting in a major financial hit due to plummeting ticket sales. While the industry has been on a slow upward trajectory since then, it hasn't been without its struggles and has yet to fully recover to its pre-pandemic levels. However, AMC CEO Adam Aron remains optimistic about the industry's potential.
Aron noted that the first quarter saw low box office turnout, but he described this as an "anomaly" that has since "corrected itself" with the phenomenal performances of films like *A Minecraft Movie* and *Sinners*. Since April 1, ticket sales have surged. *A Minecraft Movie* has grossed an impressive $408 million to date, while *Sinners* has earned $215 million and continues to perform well.
Moreover, the summer blockbuster season is just heating up, with eagerly anticipated releases like *Mission: Impossible — The Final Reckoning* and Disney's live-action *Lilo and Stitch* on the horizon. July will also see the premieres of *Superman* and *The Fantastic Four: First Steps*. With such a robust lineup, there's ample opportunity for the box office to thrive, and AMC's new Wednesday discount is poised to significantly boost those numbers.
