It has been announced recently that, in addition to the usual Tuesday discount ticket prices (that applies to many movie theatre chains), AMC Theatres will be instituting an additional discount day on Wednesdays in which ticket prices will be 50 percent off. AMC offers lower ticket prices during the day, but the new half-priced plan will apply to adult ticket prices in the evening. Premium theatres such as IMAX, Dolby and Prime screens will continue to have a luxury/large screen upcharge, but it will be added on to the 50 percent base pay.

According to The Hollywood Reporter, AMC’s CEO, Adam Aron, would approach this deal with the film studios late last year. Ever since then, the plan has been in discussions before finally announcing the strategy being implemented this summer. Studios have been lobbying for the idea of discount Wednesdays with many exhibitors for years, but Aron is the...