As studios struggle to get audiences back to the theaters, Paramount is urging exhibitors to discount ticket prices to 80 for Brady, opening on Friday. This tactic is aimed at older audiences, who have been especially slow to return to the big screen.

AMC is extending its matinee prices for all screenings of the comedy. This means tickets will be discounted by at least 25 percent for any screening times. Regal is also following suit. So are Cinemark and Harkins Theaters. Marcus Theatres is even more generous with its promotion, offering $8 for all showings. While studios cannot dictate to theaters what to charge per viewing, most big circuits are signing on as they remain desperate to win back older audiences.

The Kyle Marvin-directed comedy has an all-star cast of older screen legends. It features Jane Fonda, Rita Moreno, Lily Tomlin, and Sally Field. It centers on four friends from New England as they embark 0n an odyssey to see their beloved quarterback play in the Superbowl in 2017. Of course, recently retired Tom Brady appears alongside his former teammates, Rob Gronkowski and Julian Edelman.

As of now, the plan seems to be working. The movie is getting a lot of buzz and reviews are mostly positive. It is expected to notch $14 million over its first weekend. It will duke it out with M. Night Shyamalan’s Knock at the Cabin – which is expected to gross $15 million – for box office supremacy this weekend.