AMC Changes “$5 Tuesdays” to “Discount Tuesdays,” Raises Price to $7 in Some Markets
The biggest movie theater chain the U.S., AMC, is raising its rates in some markets. AMC Stubs members, including those who had free memberships, were eligible for $5 standard tickets every Tuesday and reduced prices for premium tickets.
Now, AMC has begun the process of raising that price. The company’s CEO Adam Aron mentioned the price uptick in a conference call this week:
We call it Discount Tuesday, which launched nationwide at $5 on Tuesdays and turned Tuesday into the second biggest attendance day of the week at AMC. Actually, when we launched the program last year, we called it $5 Tuesdays. We renamed it Discount Tuesdays at the beginning of 2019 because very quietly we’ve been taking price increases on Tuesday pushing Tuesday from $5 to anywhere between $5 and $7 depending upon the theater.
AMC’s website currently states that it charges $6 on Tuesdays in some markets and $5 or less in others. The states that have seen the price uptick are California, Connecticut, Georgia, Illinois, Massachusetts, Maryland, New Jersey, New York, Virginia as well as the District of Columbia.
According to Aron’s comments, that price should go up to $7 sometime soon. Further, the company’s CEO announced planned innovations to the A-List program. Currently, the age limit for A-List is set at 16 due to the need for ID verification to avoid fraud. That leaves many families who’d like to take their children out of the picture. A change to that verification process plans to address this.
The changes AMC plans would permit families to share a plan by replacing the need for government ID verification with photo uploads. Eliminating the need for government IDs would in turn open up the A-List program to AMC guests under the age of 16.
According to Aron, there are currently 787,342 A-List members. That program has also seen a price increase in some states.
While “Discount Tuesday” doesn’t quite have the same ring to it as “$5 Tuesday”, it’s not the only change being made at the company.
According to one source, all AMC locations with the exception of AMC Classics theaters are expected to offer reserved seating by this Memorial Day. In addition, some locations such as AMC Lincoln Square and Empire 25 have moved to reduce human box office interactions by replacing clerks with multiple vending machines.