Group 1 - AMC Theatres plans to reduce movie ticket prices by 50% starting July 9, aiming to attract more viewers during the week [1] - The discount applies to regular adult evening movie tickets, including those in premium formats like IMAX, with a small additional fee [1] - AMC reported an 11% year-over-year decline in ticket revenue for Q1, marking the worst performance for the industry since 1996, excluding pandemic factors [1] Group 2 - The U.S. movie market has seen a continuous decline in attendance over the past two decades, with box office revenue halved since 2002 due to the rise of streaming services [1] - AMC's CEO Adam Aron stated that the Q1 box office slump is an anomaly that has self-corrected, driven by the release of popular films in Q2 [1] - Upcoming major releases, such as Paramount's "Mission: Impossible 8" and Disney's "Lilo & Stitch," are expected to boost ticket sales [1] Group 3 - Discounts will also be available for films released at the end of June and early July, but only for AMC loyalty members [2] - AMC has previously offered discounted ticket prices on Tuesdays, with regular prices often exceeding $20 in major markets [2] - The 50% discount strategy is a temporary adjustment to test price-sensitive audience willingness to return and to promote summer blockbusters [2] Group 4 - The effectiveness of this price reduction strategy in reversing the industry's decline remains uncertain, as North American cinemas have historically relied on premium formats for revenue growth rather than increasing foot traffic [2] - The ongoing price promotion, lasting until the end of August, will be a critical test of the resilience of the cinema economic model amid the competition from streaming platforms [2]