AMC’s 50% discounts are here. Will it help revive the movie industry?

With the rising popularity of streaming services and increasing costs of attending a movie — from tickets to refreshments — movie theater attendance has suffered.

With the rising popularity of streaming services and increasing costs of attending a movie — from tickets to refreshments — movie theater attendance has suffered. AMC is trying to change that with 50% ticket discounts on Tuesdays, the most popular moviegoing day, as well as on Wednesdays. AMC CEO Adam Aron cited “overwhelmingly positive guest response” for expanding the 50% discount to Tuesday tickets in a press release. “A lot of theaters have seen the positive impact of instituting a weekly discount day. And right now, it’s very telling to see the No. 1 chain in the country and in the world institute a second one,” Daniel Loria, editorial director at BoxOffice Pro, told CNN, adding that other chains could follow suit to attract customers. A monthly streaming subscription can cost as low as $7.99 — far less than a $25 premium screening in New York or Los Angeles. But for consumers, the decision still comes down to the price of a movie compared with other outings, said Loria.