AMC Entertainment Holdings Inc., the world’s largest cinema chain, will slash the price of a movie ticket in the US by half on Wednesdays in a bid to draw more people to theaters between weekends.
The company will begin rolling out the discounts starting July 9, according to a statement Monday. The all-day deal will be based on the normal adult evening ticket price. Premiums for large screen formats will still apply, but those tickets will be 50% off, too.
The statement confirms a Bloomberg News report earlier Monday.
AMC, which skirted bankruptcy at the height of the pandemic, reported last week that first-quarter admissions revenue fell 11% from a year earlier. Aside from the pandemic, it was the worst first three months of the year for the industry since 1996, the company said.
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