AMC Theatres is doubling down on discounted ticket days. Starting July 9, members of its AMC Stubs rewards program will get 50% off adult movie tickets on Wednesdays. The new midweek deal comes on top of existing Tuesday discounts and aims to pull more crowds into theaters during slower weekdays.
Discount Wednesdays launch just in time for summer blockbusters
The timing of AMC’s new pricing move is no accident. With July delivering heavy hitters like Superman on July 11 and Jurassic World: Rebirth on July 2, AMC is betting that value-seeking fans will flock to the big screen. The 50% off deal applies all day Wednesday and works for most films — though some holidays and special releases may be excluded.
Even premium formats like IMAX, Dolby Cinema, and RealD 3D will see the discount applied to base ticket prices. Additional fees for these formats still apply, but the cut in base price gives fans another reason to skip streaming and head to theaters instead.
AMC Stubs membership is free and key to unlocking deals
One catch: the discount is only for AMC Stubs members. But since the loyalty program is free to join and already boasts over 36 million subscribers, AMC is clearly using this perk to both reward loyalty and grow its membership base. Anyone can sign up through the AMC app, website, or in theaters.
AMC Stubs members already enjoy perks like free birthday tickets, points on purchases, and of course, discounted Tuesdays. Now, Wednesdays join the mix — turning the middle of the week into a second peak day for movie attendance.
Why AMC is leaning into more discounts
AMC CEO Adam Aron said the company couldn’t afford this kind of pricing strategy until box office numbers showed steady improvement. With strong returns in April and May, and major releases lined up for summer, AMC feels confident about pushing more aggressive discounts.
“Discount Tuesdays have become some of the busiest days of the week for us,” Aron said. “We believe 50% off Wednesdays will create another opportunity for guests who seek value to come to AMC more often.”
It’s a clear play to compete not just with streaming, but with upscale theater chains like Alamo Drafthouse and IPIC, which have been luring audiences with premium experiences. AMC, the world’s largest exhibitor, is leaning into affordability as part of its strategy.
Midweek bargains could reshape audience habits
Industry analysts see this move as smart timing. Comscore’s Paul Dergarabedian called it an “auspicious time” for AMC, noting that midweek discounts could keep momentum going through the summer. With so many tentpoles dropping in July and August, moviegoers may end up seeing more films simply because the price is right.
Whether other chains follow AMC’s lead remains to be seen. For now, AMC is the only major exhibitor offering back-to-back midweek discount days. The hope is that Wednesday ticket sales will mirror the boost Tuesdays have given over the past few years.
Uncertain run time, but potential long-term impact
AMC hasn’t said how long the 50% off Wednesdays promotion will last. It may start as a summer experiment and turn into a permanent feature if it works. Either way, it’s an important signal from AMC about where they see the future of theatrical attendance — more volume, driven by smarter pricing.
For fans, it means more chances to catch Superman, Jurassic World, and whatever else Marvel, DC, and Hollywood throw at us next — without paying full price in the middle of the week.