AMC is rolling out a bold new deal this summer, hoping to reverse a trend that’s been weighing heavily on the theater industry.
Starting Wednesday, July 9, moviegoers will be able to see the latest films for 50% off the normal adult evening ticket price. The discount will be available every Wednesday, exclusively to members of AMC Stubs, the company’s free loyalty program.
The move comes as the company continues to grapple with a notable drop in attendance. According to AMC’s Q1 2025 earnings report, total revenues fell 9% year-over-year, with U.S. theater attendance sliding 11%. The company also reported a net loss of $202.1 million, compared to a loss of $163.5 million during the same quarter last year.
AMC CEO Adam Aron acknowledged the industry-wide slowdown earlier this year, calling the January-to-March box office the lowest for that period since 1996, excluding pandemic years. However, he also pointed to a “booming” recovery since April, with domestic box office revenue doubling year-over-year for both April and the first half of May.
Recent releases like The Minecraft Movie, Sinners, and The Accountant 2 have helped draw bigger crowds, and Aron is optimistic about the months ahead. With major titles like Lilo & Stitch, Mission: Impossible – The Final Reckoning, and Avatar: Fire and Ash set to release, the CEO expects a strong box office finish to 2025.
But the long-term challenge remains: fewer people are choosing theaters. Industry data shows that ticket prices have climbed steadily, reaching an average of $12.31 at AMC in Q1, up from $12.19 a year ago. As prices rise, 65% of U.S. consumers now say they prefer to watch movies at home, according to a recent Wall Street Journal survey.
To better compete with home streaming, AMC has also revamped its Stubs A-List subscription service. The new benefits include the ability to watch four movies a week (up from three) and a lower minimum age of 13, making the program more appealing to teens and families. A new A-List Classic tier was also introduced for moviegoers who prefer a more affordable plan tied to AMC’s smaller Classic locations.
Whether half-price Wednesdays will be enough to lure audiences back in the door remains to be seen. But with blockbuster films on the horizon and some much-needed incentives in play, AMC is hoping this summer will mark a true turning point.