AMC Theaters, the largest theater chain in the world, is set to offer a hefty 50% off tickets starting this summer. Starting on July 9th, every Wednesday, the theater chain will offer a 50% discount on all adult movie tickets for any customer who is a member of the AMC Stubs Rewards Program. This will expand AMC’s current similar discount on Tuesdays, which the company says it will continue to offer.

This is AMC’s newest attempt to attract a larger customer base, as movie theater attendance has declined throughout the past couple of years due to various factors, such as the ongoing rise of streaming services, the COVID-19 pandemic, and the 2023 Writers and Actors’ Strikes. AMC also faces competition from smaller chains like IPIC Theaters and Alamo Drafthouse, which continue to provide more luxurious theater experiences.

AMC’s other tactics to keep business up include offering premium screening types like IMAX and Dolby Cinema and investing in concert films. While movie theater attendance did have a slight resurgence throughout 2024, with big hits such as Deadpool and Wolverine, Inside Out 2, Moana 2, and Wicked, AMC’s attendance fell more than 11% in the first quarter of 2025 compared to the year before, in what the CEO Adam Aron called an “anomaly that has already corrected itself” in an earnings call last week.

“Realistically, we could not afford to have made this change to our ticket pricing strategy until the box office showed true signs of sustained recovery,” says Aron in a press release on Monday. Part of the decision, Aron says, came from the April and May box office numbers, which, in his words, have been “booming” and will continue to rise throughout the rest of the year.

AMC has already detailed how the discount will work. While premium screening types like IMAX and Dolby Cinema will continue to cost more, the 50% discount will still apply. Exclusions to the discount may occur for certain movies or holidays.

AMC has yet to indicate how long the promotion will run or whether or not it’ll be a permanent change. It is a free promotion, though, as it will be offered through the free basic AMC Stubs Insider program.