American Multi-Cinema Theatres, is the largest movie operator in the world, has decided to slash U.S. admissions on Wednesdays.
Arguably the slowest day of the week at the box-office is Wednesday; therefore, starting July 9th AMC's ticket prices for Wednesday presentations will be reduced by 50% - in the hopes of generating more admissions.
Tuesdays have traditionally offered reduced ticket pricing which moviegoing bargain hunters embraced and turned out to be a great success for AMC. Now, its slashing Wednesday pricing as well. So, both Tuesdays and Wednesdays will be discounted admission days. The goal being to increase attendance overall.
Currently the average adult ticket price is $13 except for Tuesdays when the average price is $11.18. It is true that there is a segment of the moviegoing audience that look for admission discounts and discount Tuesday has been a success in increased admissions.
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| Adam Aron, AMC's maverick CEO |
Thus far, the U.S.'s next two largest theatre circuits - Cinemark and Regal - have adopted a wait and see posture before moving ahead with reduced Wednesday pricing as they have with Tuesday's.
It will be interesting to see if both Tuesday and Wednesday admission discounts will generate even more mid-week patrons.
In another announcement, AMC reported that they were adding more commercial ads to all pre-feature presentations. These ads will run before the traditional film trailers. In a press release, AMC was "confident the change would not deter moviegoers, while providing vital revenue, in combination, with our value pricing through our Discount Tuesdays (20% off matinee pricing) and the upcoming 50% off Wednesday admissions."
By: Jim Lavorato
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