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Get ready to make Wednesday your new favorite day for the movies—AMC Theatres just announced they're cutting ticket prices in half every Wednesday to attract more guests during the midweek slowdown. That’s right, you’ll save a full 50%.

According to a company statement reported by Bloomberg, the all-day discount applies to the standard adult evening ticket price and starts July 9. Even better? Premium formats like IMAX and 4DX screenings are also included in the half-price offer—great news for moviegoers who want a premium experience without the premium cost.

Since the COVID-19 pandemic disrupted moviegoing habits, the industry has faced significant financial challenges due to lower attendance. While ticket sales have gradually improved, recovery has been slow—and the box office hasn’t fully bounced back. Still, AMC CEO Adam Aron sees reason for optimism.

He acknowledged that the first quarter saw weaker turnout but described the slump as an “anomaly”—one that has since been offset by the strong performances of recent hits like *A Minecraft Movie* and *Sinners*.

In fact, since April 1, ticket sales have climbed significantly. That surge isn’t surprising given the impressive domestic box office numbers for both films: *A Minecraft Movie* has earned $408 million to date, while *Sinners* has brought in $215 million and counting.

And with summer blockbuster season just getting started—featuring upcoming releases like *Mission: Impossible — The Final Reckoning*, Disney’s live-action *Lilo & Stitch*, plus July’s *Superman* and *The Fantastic Four: First Steps*—there’s plenty of potential for stronger ticket sales. AMC’s new discount initiative should help drive those numbers even higher.