AMC Theatres is offering another perk for members of its loyalty program. Starting July 9, Stubs members can buy tickets for 50% off on Wednesdays,

AMC Entertainment Holdings Inc. said it will offer a 50% discount on adult evening-priced movie tickets on Wednesdays starting July 9.

Distributors have called on exhibitors to be more flexible with pricing, but it took years for the industry to get on board with discount Tuesdays.