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LEAWOOD, Kan. - In a move to make moviegoing more affordable, AMC Theatres (NYSE: AMC) has rolled out a new discount program offering 50% off the adult-evening base ticket price to its AMC Stubs members every Wednesday, starting July 9. This initiative, named "50% Off Wednesdays," is available to all 36 million AMC Stubs members, including new members who can join for free with an AMC Stubs Insider membership. According to InvestingPro data, this move comes as AMC faces operational challenges with a gross profit margin of ~13% and significant debt obligations, though analysts have recently revised earnings expectations upward for the upcoming period.
The discount applies to all AMC locations in the United States and is valid all day on Wednesdays. While premium format experiences such as IMAX, Dolby Cinema, PRIME, and RealD 3D will still incur additional charges, the 50% discount will be taken from their base ticket prices as well. This pricing strategy is an addition to the existing significant discounts offered on Tuesdays and aims to boost attendance on Wednesdays. With annual revenue of $4.5 billion and a market capitalization of $1.18 billion, AMC’s aggressive pricing strategy reflects its efforts to improve financial performance.
AMC’s Chairman and CEO Adam Aron attributed the new pricing policy to the recent upswing in box office performance, with April and May showing strong numbers, and the trend expected to continue throughout 2025. Aron expressed optimism that the new initiative would replicate the success of Discount Tuesdays, which has become one of the busiest days of the week for AMC Theatres.
The "50% Off Wednesdays" program is part of AMC’s ongoing efforts to enhance the moviegoing experience, which includes upgraded seating, premium formats, and improved food and beverage options. The company hopes that this new discount will attract moviegoers who prioritize value.
AMC Stubs members can earn points towards discounts at AMC theatres and enjoy additional benefits such as free birthday rewards and access to exclusive offers and promotions. Non-members interested in taking advantage of the new discount can sign up for the AMC Stubs Insider membership at no cost through the AMC mobile app, website, or at local theatres.
Based on a press release statement, AMC Entertainment Holdings, Inc. is the largest movie exhibition company in the United States and globally, with around 900 theatres and 10,000 screens. The company is known for its innovations in the exhibition industry, including its Signature power-recliner seats and premium large format experiences. For deeper insights into AMC’s financial health and market position, investors can access comprehensive analysis through InvestingPro, which offers detailed research reports and 14 additional ProTips about the company’s performance and outlook. The platform’s analysis suggests AMC is currently trading below its Fair Value, though investors should note the company’s significant cash burn rate and debt levels when making investment decisions.
In other recent news, AMC Entertainment Holdings reported its first-quarter 2025 earnings, revealing a larger-than-expected loss and revenue shortfall. The company posted an earnings per share (EPS) of -0.58, missing the forecasted -0.46, while revenue came in at $862.5 million, below the expected $986.48 million. Despite these financial challenges, AMC is optimistic about future box office performance and plans significant expansions in premium cinema offerings. In a bid to boost midweek attendance, AMC has announced a 50% reduction in ticket prices on Wednesdays, starting July 9. This initiative follows discussions with major Hollywood studios and aims to address the midweek slump in theater attendance. Additionally, AMC’s revenue per patron increased by 1.6% year-over-year, and the company improved its consolidated contribution margin per patron by 3.7%. The company continues to leverage its strong position in the premium large format screen market to drive growth. AMC remains focused on enhancing customer experience through new initiatives like AMC Go Plan and AMC Stubs Premier Go loyalty program.
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