Wednesday is set to become the go-to day for movie lovers, thanks to AMC Theaters' latest announcement. They're cutting ticket prices in half on Wednesdays to entice more people to enjoy a film during the mid-week lull. Yes, you heard it correctly: ticket prices will be reduced by *half*.

According to a statement released by the company via Bloomberg, this all-day discount will apply to the standard adult evening ticket price and will kick off on July 9. The most thrilling part? Even premium showings like IMAX and 4DX will enjoy the 50% discount. This is a fantastic deal, especially considering the high cost of IMAX tickets for individuals, families, or groups.

The movie industry has faced significant challenges since the COVID-19 pandemic, which drastically reduced attendance and led to a sharp decline in ticket sales. Recovery has been gradual, and the industry is still not back to its pre-pandemic levels. However, AMC CEO Adam Aron sees a bright future ahead.

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

With the summer blockbuster season just starting, the release of "Mission: Impossible — The Final Reckoning" and Disney’s live-action "Lilo and Stitch," along with "Superman" and "The Fantastic Four: First Steps" launching in July, there's plenty of potential for strong box office performance. AMC’s new Wednesday discount initiative is poised to further boost these numbers, making it an exciting time for moviegoers and the industry alike.