Wednesday is set to become the go-to day for movie lovers, as AMC Theaters have just announced they will be slashing their ticket prices in half on Wednesdays. This move is designed to entice more people to catch a film during the typically quieter mid-week period. Yes, you heard it right: tickets will be half off!

According to a statement from the company reported by Bloomberg, this all-day discount will be calculated based on the standard adult evening ticket price and will take effect starting July 9. What's even more exciting is that this 50% off deal extends to premium showings, such as IMAX or 4DX. This is a fantastic opportunity, especially considering the cost of an IMAX movie, which can be significant for individuals, families, or groups.

The movie industry has faced significant challenges since the COVID-19 pandemic, which forced many to abandon this beloved pastime, resulting in a substantial financial hit due to decreased ticket sales. Recovery has been gradual, with the industry still not fully back to its pre-pandemic vigor. However, AMC CEO Adam Aron remains optimistic about the future.

Aron noted that while the first quarter experienced a low box office turnout, which he described as an "anomaly," the situation has since improved dramatically thanks to the strong performances of films like A Minecraft Movie and Sinners. Since April 1, ticket sales have surged. A Minecraft Movie has grossed an impressive $408 million to date, while Sinners has earned $215 million and continues to add to its total.

The summer blockbuster season is also kicking off, featuring highly anticipated releases such as Mission: Impossible — The Final Reckoning and Disney’s live-action Lilo and Stitch. Additionally, new films like Superman and The Fantastic Four: First Steps, both slated for July, promise to further boost box office numbers. AMC's new Wednesday discount initiative is poised to enhance these figures even more, drawing in more moviegoers eager for a mid-week cinematic treat.