The world's largest cinema chain, AMC Theatres, is launching major discounts for the off-season of movie watching, significantly reducing ticket prices.
From July 8, viewers joining the AMC Stubs membership program will enjoy a half-price discount on movie tickets every Tuesday, after AMC announced that it would also offer 50% off on Wednesday.The move replaces the original $5 fare discount on Tuesday.In addition to ticket discounts, special offers for small popcorn and beverage packages will be launched simultaneously on Tuesday and Wednesday.
However, the company has also made it clear that online ticket purchase fees and additional fees for high-end screening formats such as IMAX or 3D will still be charged as usual, and this offer may not be applicable for some videos or holidays.Currently, 36 million people have joined the AMC Stubs membership program, with the basic level completely free.
Although theaters are usually cautious about ticket price adjustments, Tuesday has become one of the most popular movie-watching days for major theaters across the country in recent years.Surveys show that viewers are becoming increasingly sensitive to fares.Since the epidemic, North America's box office revenue has dropped by 25% compared with 2019.Faced with this reality, AMC hopes to attract more viewers to theaters on weekdays through such offers, rather than just the peak weekends.
Under the pressure of the epidemic, the Hollywood strike storm and the rise of streaming platforms, AMC has tried many ways to maintain operations.In order to increase revenue without raising fares, CEO Adam Aron announced that he would play more advertising content before the official video began; in addition, the company also invested in a Nevada gold and silver mining company, opened popcorn retail outlets in shopping malls, and launched branded credit cards.
Allen called the newly launched discount program an important move by AMC to “continuously provide higher value to budget-conscious fans.”
“Since we announced that the movie tickets on Wednesday are half price, the audience has received a lot of response,” Allen said.He has always been accustomed to expressing his views in a concise way, "This made us realize two things: First, our Tuesday discount plan requires a clearer and more resonant message to those who are pursuing cost-effectiveness. So we adjusted our Tuesday price strategy and slogan to make it a '50% discount' as Wednesday."
He continued: "Secondly, we also found that the audience is also price-sensitive to catering consumption. While the audience does not need to buy food to enjoy discounted fares, we have the opportunity to further boost the growth of snack sales in the two days Tuesday and Wednesday."
