Movie industry potentially boosted as AMC offers substantial price reductions
In a strategic move to revive in-theater attendance and create a new demand pillar for traditionally slower days, AMC Theatres has introduced 50% ticket discounts on Tuesdays and Wednesdays for its members. This initiative aims to make moviegoing more appealing compared to streaming and other entertainment options.
Impact on Theater Attendance
AMC's "Discount Tuesdays" program, before the expansion to Wednesdays, already increased attendance by 22% in 2024. Extending the same discount to Wednesdays targets an even broader window to attract value-seeking customers. The discounted days not only drive sign-ups for AMC's Stubs Insider loyalty program but also encourage higher concession spending, as members tend to spend about 30% more on snacks and drinks than non-members.
With 36 million members, AMC leverages its loyalty base to turn slow weekdays into busy ones, reshaping audience habits and drawing people away from streaming and other outings. This strategy coincides with a rebounding box office—up 18% year-over-year in 2025—driven by big releases, suggesting that discounted pricing is part of a broader ecosystem that, together with premium formats and exclusive content, helps theaters remain competitive.
Comparison to Streaming and Other Outings
While streaming offers convenience, discounted tickets make in-theater experiences more accessible price-wise, especially for families and groups who may spend more overall on streaming subscriptions or rentals per outing. The theater experience—premium formats, communal viewing, and unique concession offerings (also discounted on discount days)—provides a social outing that streaming cannot replicate.
AMC now includes more pre-show advertising and expanded premium formats, further diversifying revenue and making the business model less reliant on ticket sales alone.
Summary Table
| Factor | AMC Discounted Days (Tues/Wed) | Streaming Services | Other Outings (e.g., dining, events) | |-------------------------------|--------------------------------|---------------------------|---------------------------------------| | Ticket/Door Price | 50% off for members | Subscription/rental | Varies | | Social Experience | Strong (communal, premium) | Weak (solitary) | Strong (varies) | | Additional Revenue Streams | Concessions, ads, premium seats| Subscription, ads | Varies | | Attendance Growth | Significant (22% in 2024) | Plateauing/growing slowly | Varies |
Conclusion
AMC’s discounted tickets on Tuesdays and Wednesdays are successfully increasing theater attendance by presenting a compelling value proposition compared to streaming and other entertainment options. They leverage loyalty programs and boosted concession sales to offset lower ticket revenue, while premium formats and more advertising further strengthen the business model. This strategy is helping AMC remain competitive in an era where streaming and at-home entertainment continue to grow.
Earnings for 2025 are still down 24.1% compared to 2019. The success of recent hits, like "Jurassic World Rebirth" and "Superman," could bolster upcoming releases like "Smurfs" and "Fantastic Four." Other chains could follow AMC's lead to attract customers, according to industry analysts. The decision to go to the movies or stream a movie depends on the price compared to other outings, according to Daniel Loria, editorial director at BoxOffice Pro. For every dollar spent on movie nights, $1.50 is added to the economy, according to a study by Beacon Economics.
- AMC's discounted days on Tuesdays and Wednesdays, aimed at reviving in-theater attendance, also delve into personal-finance considerations, making moviegoing more accessible and appealing compared to streaming and other entertainment options.
- The success of AMC's loyalty base in driving sign-ups and encouraging higher concession spending on discounted days showcases the potential impact of personal-finance incentives on business strategies within the entertainment industry.
- As people consider their options for entertainment spending, the comparative affordability of movie tickets, along with the social and unique experiences they offer, position them as a competitive choice in the market, even against streaming services and other personal-finance sensitive outings.
