For years, there’s been a spike in moviegoing on Tuesdays, when it can cost half as much to take a trip to thousands of cinemas across the country.

AMC Theatres — the country’s largest exhibitor — upped the ante in a major way on Monday when extending the discount to Wednesdays for members of AMC Stubs program, which is free to join (the loyalty program presently boasts 36 million subscribers).

Beginning July 9, 2025, Stubs members can buy a ticket for all releases at 50 percent off the normal adult-evening ticket price. The new policy will commence several days before James Gunn‘s Superman flies into cinemas on July 11 and not long after July Fourth tentpole Jurassic World: Rebirth debuts on July 2.

While certain movies and holiday time periods may be excluded from the “50% Off Wednesdays” program, it is envisioned that if successful, this new AMC pricing initiative will be almost universally available at all AMC locations in the United States going forward, the company said. The circuit did not specify whether Superman will be immediately available for the discount.

Hollywood studios have increasingly been urging exhibitors to be more price conscious, and AMC — the largest chain in the country, in addition to the world — appears to be responding to the clarion call in implementing the new “50% Off Wednesdays” program. It remains to be seen how quickly rivals follow suit.

The upcharge for Imax, Dolby Cinema and other premium large-format experiences will still apply, along with online ticketing fees , but the base ticket price will be likewise be discounted by 50 percent.

Unlike the new Wednesday decree, AMC’s Tuesday discount varies from market to market. However, as with other circuits, ticket prices are 50 percent off.

“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. But in April and now in May, the box office has been booming, and the remainder of 2025 appears poised to continue that upward box office trend,” AMC chair-CEO Adam Aron said in announcing the new initiative.

He continued, “The introduction of Discount Tuesdays several years ago has turned Tuesday into one of the best attended days of the week, in part because there is a segment of the moviegoing audience who looks first for a great value in their moviegoing. With the introduction by AMC of 50% off Wednesdays, we’re looking to turn Wednesday into a similarly strong-attendance day for moviegoers at our theaters.”