Tuesday has been a boon for movies for years. It doesn't take a genius to figure out why: In the United States and Canada, ticket prices are very discounted. Between the market and circuit, the reduced cost quantity varies from market to circuit, but the bargaining hunter embraces the era when many exhibitors are still fighting the overall reduction in the post-epidemic and post-trend world to watch movies at lower costs.

Now appearing at the AMC Theatre, which will cut Wednesday's adult evening fare by 50% starting July 9, just like Superman and Jurassic World: Rebirth Enter competition.

Many sources say Hollywood Reporter The AMC Maverick CEO Adam Aron has begun approaching the studio to extend Tuesday’s discount to the second half of last year. These discussions continue until the New Year. The studio has long pushed Aron and other exhibitors to offer discounted prices on Wednesday, but it will be the first time to see if it can meet Tuesday’s gospel and move the attendance needle test.

In late April, for example, Tom Rothman, head of Sony Pictures’ films, urged theater owners to keep the film price in dramatic circumstances so as not to create a dangerous list of species.

AMC's new Wednesday plan will be available to all AMC Stubs members who can join for free. The rise in IMAX, DOLBY CINEMA and other premium large format screens will remain the same, but the base price will receive a 50% discount.

Overall, Wednesday is the slowest day of the week, according to veteran distributors. Mondays can also be sluggish, but a lot of holidays help the goose.

What does this mean in the actual sense? According to Steve Buck's research firm's interest, the average adult fare for every day of the week is $13 north, except for Tuesday's current cost of $11.18. By comparison, Monday’s $13.10, Thursday’s $13.19, Friday’s $13.39, Saturday’s $13.55 – a seven-day week’s high score – $13.31 on Sunday.

“It’s exciting to see further market experiments to attract consumers,” said Buck of AMC’s Wednesday discount. “Historically, there was an increase in traffic on Tuesday, and it’s interesting to see what type of impact would be to see Wednesday’s discount.”

"In fact, we are unable to make changes to our ticket pricing strategy until the box office shows signs of a real sustained recovery. But in April and now May, the box office has been booming, and the rest of 2025 seems ready to continue the box office trend. The box office trend a few days ago. First of all, audiences to be released in the movie."

So far, the country's two other largest circuits - the Cinema Theater and the Regal Cinema - have appeared to have taken a wait-and-cut ticket price on Wednesday. (In a notable feat, unlike its two main competitors, cinemas managed to reach pre-pandemic attendance levels after keeping prices up.) But if AMC's new plan proves to be a touchdown, others are reluctant to sit next to them.

The story first appeared on May 21 of Hollywood Reporter magazine. To receive magazines, click here to subscribe.