In May, AMC Theaters announced a 50% off ticket discount on Wednesdays, on top of the previous $5 Tuesday discount, all for AMC Stubs Members. On July 8th, AMC Theaters announced they would change these discounts, implementing a 50% off all movie tickets on Tuesdays, replacing the previous $5 ticket discount. This means that starting July 8th, all AMC Stub Members, including those of the service’s free tier, will have a 50% off ticket discount on Tuesdays and Wednesdays. Here’s the statement made by AMC Theaters explaining these changes:

Following the overwhelmingly positive guest response to our announcement of 50% Off Wednesday ticket pricing, two things became clear. First, our Discount Tuesday program will benefit from clear, concise messaging that resonates with value-seeking moviegoers. So, we are changing our Tuesday prices and our Tuesday consumer communications such that Tuesdays and Wednesdays will both feature the same 50% off pricing offer.

And second — those moviegoers are also seeking value on concessions. While moviegoers are not required to purchase any food or drink to take advantage of the ticket price discounts, there is an opportunity to add incremental snack purchase revenues for AMC on Tuesdays and Wednesdays.

This could prove to be a lucrative move on AMC Theaters’ part. This summer has proven to be huge for the movie theater industry, with the Memorial Day successes of Lilo & Stitch and Mission: Impossible- The Final Reckoning, and the success of Jurassic World: Rebirth this past Fourth of July weekend. Success could only continue this Summer, with the release of DC Studio’s Superman this weekend and Marvel Studio’s Fantastic Four: First Steps on July 25th.