AMC Theatres is enhancing its loyalty program, AMC Stubs, by offering a new 50% discount on adult evening tickets for members every Wednesday, starting July 9. This addition complements existing discounts available on Tuesdays.

Discount Details and Availability

This promotional offer will be valid at all AMC locations across the United States. However, online ticketing fees and additional charges for premium formats will still apply. It is important to note that “certain movies and holiday time periods may be excluded” from this promotional price, according to AMC.

AMC Stubs Program Overview

AMC reports that approximately 36 million individuals are enrolled in its Stubs program, which is free for those choosing the Insider tier. The program aims to reward loyal moviegoers while providing more accessible ticket prices.

CEO Adam Aron on the New Pricing Strategy

AMC’s Chairman and CEO, Adam Aron, stated, “At AMC, we’ve gone to great lengths to create the preeminent moviegoing environment… with our new ‘50% Off Wednesdays’ effort.” He emphasized that this change in the ticket pricing strategy was possible due to a significant recovery in box office revenues, which have shown promising signs in recent months.

Aron noted that Tuesday discounts have resulted in one of the highest attendance rates of the week for AMC, and now the company is aiming to replicate this success on Wednesdays.

A Shift in the Cinema Landscape

Traditionally, theater chains have been hesitant to implement widespread ticket discounts beyond matinee and children’s pricing. However, with current box office figures still reflecting a 32.5% decline from pre-pandemic levels in 2019, AMC is willing to explore new strategies to attract larger audiences back to theaters.

Upcoming Movie Releases

Noteworthy July releases at AMC include Jurassic World Rebirth, which premieres on July 2, and Superman on July 11, giving movie enthusiasts additional reasons to take advantage of the new discount.

Additional Stubs Benefits

For avid moviegoers, AMC also offers an upgraded Stubs program known as A-List, which allows members to enjoy up to four movies each week for a monthly fee of $28.