attendance

Remember when soccer was being touted as the next big sport in the U.S.? Well, it looks like that moment has finally arrived.

Or not. It all depends on who you ask and how you interpret what they tell you.

On one hand, there’s the recent Harris Poll that found 72% of Americans profess an interest in soccer, a 17% increase from 2020. A quarter of those are “dedicated” fans and 1 in 5 say they are “obsessed” with the sport.

On the other hand, there’s the stark decline in attendance and TV viewership for the country’s top two domestic leagues, MLS and the NWSL, and the underwhelming crowds that showed up last summer for the FIFA Club World Cup and the CONCACAF Gold Cup.

LAFC fans lift up a banner honoring Carlos Vela during a ceremony to honor him before a match against Real Salt Lake at BMO Stadium on Sept. 21.

(Kevork Djansezian / Getty Images)

These contrary findings — a growing fanbase at the same time attendance and viewership numbers are falling off a cliff — come at an important inflection point for soccer in the U.S., with the largest, most ambitious World Cup kicking off at SoFi Stadium in fewer than 200 days.

“The short answer is yes, the World Cup will be a watershed moment for soccer in America. However, it’s unlikely to immediately lead to a significant increase in ticket sales for MLS and NWSL. Soccer fandom in America develops differently from that of other sports,” said Darin W. White, executive director of the Sports Industry Program and the Center for Sports Analytics at Samford University, which next year will launch a major five-year study to explore how soccer can become mainstream in the U.S.

“The World Cup will bring millions of new Americans into the pipeline. Over the next few years we expect these new fans to progress through the pipeline, giving soccer a substantial enough fan base to tip the scales and help make soccer part of the ongoing mainstream sports conversation. I am confident that the World Cup will enable soccer to reach that critical mass.”

Steven A. Bank, a professor of business law at UCLA who has written and lectured extensively on the economics of soccer, isn’t as optimistic.

“The risk isn’t that U.S. soccer will be in the same place in 10 years, but that it will have regressed,” he said.

“For the World Cup to benefit domestic leagues’ attendance, ratings, and revenue, as well as youth and adult participation rates in playing soccer, it will have to be the catalyst for more domestic investment in the game. The question isn’t whether the World Cup will convince enough people to become fans or to move from casual to dedicated or obsessive fans. It’s whether it will convince enough wealthy people and companies to risk the kind of money necessary to compete with the top leagues for the top talent.”

U.S. captain Christian Pulisic drives the ball during an international friendly against Ecuador at Q2 Stadium on Oct. 10 in Austin, Texas.

(Omar Vega / Getty Images)

That investment could be a boost to both first-tier domestic leagues, which saw their attendance and TV rating fall dramatically this year. After setting records in both 2023 and ‘24, MLS watched its average attendance fall 5.4% — to 21,988 fans per match — this season. According to Soccer America, 19 of the 29 teams that played in 2024 saw their attendance drop; more than half saw declines of 10% or more.

The TV audience also appears to be relatively small, although the fact Apple TV, the league’s main broadcast partner, rarely releases viewer data has hampered efforts to draw any firm conclusions. MLS said last month that its games attracted 3.7 million global aggregate viewers a week on all its streaming and linear platforms, an average of about 246,000 a game on a full weekend. While that’s up nearly 29% from last year, the average viewership figure is about 100,000 smaller than what the league drew for single games on ESPN alone in 2022, the last season before Apple’s 10-year $2.5-billion took effect.

NWSL also saw overall league attendance fall more than 5%, with eight of the 13 teams that played in 2024 experiencing declines. And TV viewership in the second year of the league’s four-season $240 million broadcast deal was down 8% before the midseason July break, according to the Sports Business Journal.

That follows a summer in which both the expanded Club World Cup and the Gold Cup struggled to find an audience. Although the 63-match Club World Cup drew an average of 39,547 fans per game, 14 matches had crowds of fewer than 20,000. The Gold Cup averaged 25,129 for its 31 games — a drop of more than 7,000 from 2023. And five matches drew less than 7,800 people.

“There’s a danger of taking this year’s decline out of context,” said Stefan Szymanski, a professor of sports management at the University of Michigan and author of several books on soccer including “Money and Soccer” and “Soccernomics” (with Simon Kuper). “Last year was a record year. It’s really about the diminishment of the Messi effect.

“I wouldn’t say it’s a moment of crisis. And the way MLS is looking at this strikes me that they’re entirely focused on a post-World Cup [bump], which they think they’re going to get. I’d be skeptical myself about that. I don’t think it will do that much for them.”

Szymanski said the World Cup could hurt the league by underscoring the huge difference in the quality of play between elite international soccer and MLS.

“Americans are not dumb,” he said. “They know what’s good quality sport [and] not good quality sport. And they know that MLS is low level. The only way, in a global marketplace, you can get the top talent to have a truly competitive league is to pay the salaries.”

Which brings us back to Bank’s conclusion that fixing soccer in the U.S. isn’t about the soccer, it’s about the money being spent on the sport. For next summer’s World Cup to have a lasting impact, the “bump” will have to come not just from an increase in attendance and TV viewership but in investment as well. And, as Szymanski argues, that means additional investment in players as well.

“If all it does is attract eyeballs for this competition,” Bank said “I’m not sure it does more than the Olympics does every four years when it temporarily raises the profile of a few sports for some people who were not casual fans before.”

When Los Angeles County Museum of Art director Michael Govan first stepped up to the podium at the museum’s star-packed 14th annual Art + Film Gala, the Dodgers were down one point to the Toronto Blue Jays in the eighth inning of the final game of the World Series.

There was no giant screen in the massive tent where a decadent dinner was being served Saturday night in celebration of honorees artist Mary Corse and director Ryan Coogler. Instead guests in elaborate gowns and tuxedos discreetly glanced at their phones propped on tables and at the base of flower vases across the star-packed venue. This became apparent when Miguel Rojas hit a game-tying home run at the top of the ninth inning and the whole room erupted in cheers.

Michael Govan, CEO of LACMA, wearing Gucci, speaks onstage during the 2025 LACMA Art+Film Gala.

(Amy Sussman / Getty Images for LACMA)

When Govan returned to the stageto begin the well-deserved tributes to the artist and filmmaker of the hour, the game had been won, the effusive cheering had died down, and the phones had been respectfully put away.

“Go Dodgers!” Govan said, before joking that LACMA had engineered the win for this special evening. The room was juiced.

It made Los Angeles feel like the center of the universe for a few hours and was fitting for an event that famously brings together the city’s twin cultural bedrocks of art and cinema, creating a rarefied space where the two worlds mix and mingle in support of a shared vision of recognizing L.A.’s immeasurable contributions to the global cultural conversation.

“This is a celebration that can only happen in L.A. — where art, film and creativity are deeply intertwined,” Govan said. “I always say this is the most creative place on Earth.”

The event raised a record $6.5 million in support of the museum and its programs. Co-chairs Leonardo DiCaprio and LACMA trustee Eva Chow hosted a cocktail party and dinner that drew celebrities including Dustin Hoffman, Cynthia Erivo, Cindy Crawford, Queen Latifah, Angela Bassett, Lorde, Demi Moore, Hannah Einbinder, Charlie Hunnam and Elle Fanning alongside local elected officials and appointees including U.S. Rep. Sydney Kamlager-Dove (D-Los Angeles); L.A. County Supervisors Holly Mitchell and Lindsey Horvath; L.A. Councilmember Katy Yaroslavsky; West Hollywood Councilmember John M. Erickson, and Kristin Sakoda, director of the Los Angeles County Department of Arts and Culture.

Sakoda said she thoroughly enjoyed the festivities “as representative of the incredibly diverse culture of Los Angeles and how that speaks to our entire nation.”

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1. George Lucas arrives at the LACMA Art + Film Gala on Saturday. (Jordan Strauss / Invision via Associated Press) 2. Elle Fanning arrives at the LACMA Art + Film Gala on Saturday. (Jordan Strauss / Invision via Associated Press) 3. Angela Bassett arrives at the LACMA Art + Film Gala on Saturday. (Jordan Strauss / Invision via Associated Press)

A special nod of gratitude went to previous gala honorees in attendance including artists Mark Bradford, James Turrell, Catherine Opie, Betye Saar, Judy Baca, George Lucas and Park Chan-Wook. Leaders from many other local arts institutions also showed up including the Hammer Museum’s director, Zoe Ryan; California African American Museum Director Cameron Shaw; and MOCA’s interim Director Ann Goldstein.

Rising in the background was LACMA’s new David Geffen Galleries, the 110,000-square-foot Peter Zumthor-designed building scheduled to open in April as the new home for the museum’s 150,000-object permanent collection.

“Every day I’m in that little building behind installing thousands of artworks,” Govan said to cheers. “I can’t wait for people to rediscover our permanent collection, from old favorites to new acquisitions. It’s a monumental gift to L.A., and in addition to L.A. County and the public, I would like to thank the person whose generosity brought us to this landmark moment, Mr. David Geffen.”

Geffen sat in a sea of black ties and glittering gowns, near Disney CEO Bob Iger and DiCaprio — who had been filmed earlier in the week in attendance at Game 5 of the World Series at Dodger Stadium.

Govan also gave a special acknowledgment to former LACMA board co-chair, Elaine Wynn, who died earlier this year and was one of the museum’s most steadfast champions. Wynn contributed $50 million to the new building — one of the first major gifts in support of the effort. Govan noted that the northern half of the building will be named the Elaine Wynn wing.

Honoree Ryan Coogler, wearing Gucci, speaks onstage during the 2025 LACMA Art+Film Gala.

(Amy Sussman / Getty Images for LACMA)

Left unmentioned was the fact that earlier in the week LACMA’s employees announced they are forming a union, LACMA United, representing more than 300 workers from across all departments, including curators, educators, guest relations associates and others. One worker told The Times there were no plans to demonstrate at the gala, which raises much-needed funds for the museum.

The crowd sat rapt as the night’s guests of honor, Corse and Coogler, humbly spoke of their journeys in their respective art forms, with Govan introducing them as “artists whose brilliant groundbreaking work challenges us to see the world differently.”

The night concluded with an enthusiastic performance by Doja Cat on an outdoor stage in the shadow of the David Geffen Galleries, the lights girding its massive concrete underbelly like stars in the sky.

“It was a beautiful evening of community coming together around something that reminds us of our shared humanity at a time when we need it,” said Yaroslavsky with a smile as the evening wound down.

Oct. 20 (UPI) — One month before the U.N. climate summit in Belém, Brazil, organizers face a serious accommodation shortage. The Amazonian city, which will temporarily serve as the nation’s capital during the event, lacks enough rooms for the thousands of visitors expected, threatening the participation of many delegations.

Amid a COP30 already marked by tensions over climate financing and carbon-reduction commitments, a new complication has emerged: hotel prices have soared, forcing Brazil’s government to organize cruise ships and makeshift lodging to meet demand.

The situation risks making COP30 one of the least inclusive in history, as many groups — including small nations, civil society organizations and media outlets — may lack the means to participate in one of the year’s most important climate meetings.

The 30th Conference of the Parties of the U.N. Framework Convention on Climate Change, or COP30, is to will bring together nearly 200 countries and dozens of organizations to negotiate actions to address the climate crisis.

The summit will take place in the heart of the Brazilian Amazon from Nov. 10 to 21, and aims to set new emission-reduction and climate-finance commitments through 2035 under the Paris Agreement.

It will be the first time the conference is held in the Amazon rainforest, a region vital to regulating the global climate.

The Brazilian government has pledged that no delegation will be left without lodging and has launched an official platform to coordinate reservations in hotels, private homes and vessels converted into floating hotels.

However, environmental groups and local media say prices remain out of reach for many delegations and that oversight is insufficient to prevent speculation. In some cases, rates have increased tenfold compared with previous years, even for modest accommodations.

The shortage of tourist infrastructure in Belém is also creating additional logistical challenges, including limited transportation, strained basic services and delays in key projects, such as the so-called “Leaders’ Village,” where heads of state will stay.

Diplomatic expectations for COP30 are especially high, as the summit will mark the start of a new cycle of climate commitments. Countries will be required to present updated proposals with targets extending through 2035.

However, the process is moving slowly and lacks ambition. Several major economies — including China, India and some G20 members — have yet to submit draft plans or have indicated they intend to maintain goals similar to those set in 2020, with few adjustments.

A preparatory ministerial meeting for COP30, held in Brasília last week, brought together representatives from more than 70 countries to coordinate positions and lay the groundwork for the summit.

During the sessions, ministers agreed that the conference should focus on the effective implementation of the Paris Agreement rather than issuing new political statements.

However, the meeting exposed persistent divisions on key issues, particularly climate financing. The draft of the so-called “Baku-Belém Roadmap,” which calls for mobilizing $1.3 trillion annually by 2035, drew criticism for lacking detail and verifiable mechanisms.

There were also disagreements over indicators to measure progress on adaptation and on the level of ambition for new national targets. The meeting kept dialogue open, but many core issues remain unresolved and will be the subject of direct negotiations in Belém under strong diplomatic pressure.

The most densely packed section inside the Rose Bowl on Saturday was filled with fans wearing the colors of the visiting team.

Swathed in red and white, they crammed into one corner of the century-old stadium for what amounted to a nightlong celebration.

Fans cheering for the home team were more subdued and scattered throughout a stadium that seemed about one-third full, outnumbered by empty seats, visiting fans and those massive blue-and-gold tarps covering most of each end zone. Deliberately or not, Fox cameras inside the stadium showed those watching from home only wide shots filled with graphics that obscured the paltry crowd.

By late in the third quarter, the only suspense remaining in UCLA’s 43-10 blowout loss to Utah was waiting for the announced attendance. Reporters in the press box were given a figure of 35,032, which seemed inflated given so many empty seats below them.

It was.

The scan count, a tally of people actually inside the facility, was 27,785, according to athletic officials.

Creative accounting is the norm in college football given there are no standardized practices for attendance reporting. The Big Ten and other conferences leave it up to individual schools to devise their own formulas.

UCLA defines its announced attendance as tickets distributed — including freebies — plus non-ticketed and credentialed individuals such as players, coaches, staff, vendors, cheerleaders, band members, performers and even media. Across town, USC’s announced attendance includes only tickets distributed, according to an athletic department spokesperson, which was 62,841 for the season opener against Missouri State.

In recent seasons, UCLA’s announced attendance was sometimes more than double the scan count, according to figures obtained by The Times through a public records request.

For UCLA’s home opener against Bowling Green on a sweltering September day in 2022, the announced attendance was 27,143, a record low for the team since moving to the Rose Bowl before the 1982 season.

The actual attendance was much lower. UCLA’s scan count, which represented people who entered the stadium (including the aforementioned non-ticketed and credentialed individuals) was 12,383 — 14,760 fewer than the announced attendance. The scan count for the next game, against Alabama State, was just a smidgen higher at 14,093.

Those longing for an on-campus stadium could quip that UCLA might as well hold some games at Drake Stadium given the track facility holds 11,700 and could probably accommodate several thousand more with temporary bleachers placed opposite the permanent grandstands.

Empty seats aren’t just a game day buzzkill given their correlation to lost revenue.

“Since we are now in the era of NIL and revenue sharing, where cash is king,” said David Carter, an adjunct professor of sports business at USC, “every school hoping to play competitive big-time football needs to generate as much revenue and excitement around its program as possible. But since empty seats don’t buy beer or foam fingers, let alone merchandise and parking, any and all other forms of revenue are needed to offset these chronic game day losses in revenue.”

Declining revenue is especially troublesome at a school whose athletic department has run in the red for six consecutive fiscal years. The Bruins brought in $11.6 million in football ticket revenue during the most recent fiscal year, down nearly half from the $20 million they generated in 2014 when the team averaged a record 76,650 fans at the Rose Bowl under coach Jim Mora. But one athletic official said the school in 2025 could come close to matching the $5.5 million it generated in season ticket revenue a year ago.

Low attendance is a deepening concern. UCLA’s five worst home season-attendance figures since moving to the Rose Bowl in 1982 have come over the last five seasons not interrupted by COVID-19, including 46,805 last season. That figure ranked 16th among the 18 Big Ten Conference teams, ahead of only Maryland and Northwestern, which was playing at a temporary lakeside stadium seating just 12,023.

Recent attendance numbers remind some longtime observers of the small crowds for UCLA games in the late 1970s at the Coliseum, which was part of the reason for the team’s move to Pasadena. During their final decade of calling the Coliseum home, the Bruins topped 50,000 fans only six times for games not involving rival USC.

“Now, disappointingly, it would appear that the same attendance challenges that UCLA football faced at the Coliseum in the 1970s are repeating themselves at the Rose Bowl,” said John Sandbrook, a former UCLA assistant chancellor under chancellor Chuck Young and one of the primary power brokers in the school’s switch to the Rose Bowl.

Attendance woes are hardly confined to UCLA. Sixty-one of 134 Football Bowl Subdivision teams experienced a year-over-year decline in attendance last season, according to D1ticker.com.

UCLA faces several unique challenges, particularly early each season. Its stadium resides 26 miles from campus and students don’t start classes until late September. Other explanations for low turnouts have included late start times such as the 8 p.m. kickoff against Utah, lackluster nonconference opponents and triple-digit heat for some September games.

Quarterback Nico Iamaleava said he appreciated those who did show up Saturday, including a throng of friends and family from his hometown Long Beach.

“Fan base came out and showed their support, man,” Iamaleava said. “You know, it felt great going out there and playing in front of them. Obviously, we got to do our part and, you know, get them a win and make them enjoy the game.”

On some occasions, UCLA’s attendance figures have closely reflected the number of people in the stadium, including high-interest games such as Colorado coach Deion Sanders’ appearance in 2023. For that game, the announced attendance (71,343) only slightly exceeded the scan count (68,615).

The rivalry game also gets fans to show up. The announced attendance of 59,473 last season for USC’s 19-13 victory at the Rose Bowl wasn’t far off from the scan count of 51,588.

See all those empty seats? There were fewer than 13,000 fans in attendance to see quarterback Dorian Thompson-Robinson, right, and wide receiver Titus Mokiao-Atimalala celebrate a touchdown against Bowling Green in 2022.

(Mark J. Terrill / Associated Press)

Still, as traditions go, creative accounting might predate the eight-clap. Similar to fudging practices known to be widespread at other schools, UCLA officials have been known to embellish attendance figures, sometimes rounding far enough past the next thousand not to strain credulity, according to two people familiar with operations who spoke on condition of anonymity because of the sensitivity of the matter.

Additionally, according to a former university administrator who observed the practice, a member of the athletic department staff would show a slip of paper with a suggested attendance figure for basketball games at Pauley Pavilion in the 1960s and 1970s to athletic director J.D. Morgan, who would either nod or take a pen and change the number to one more to his liking. That practice continued under subsequent athletic director Peter Dalis, the administrator said.

While declining to comment for this story, current athletic administrators have acknowledged the challenge of drawing fans in an increasingly crowded sports landscape that now includes two local NFL teams. Among other ventures, UCLA has created a new fan zone outside the stadium that can be enjoyed without purchasing a ticket and will hold a concert on the north side of the stadium the day of the Penn State game early next month.

While there’s no promotion like winning, as the saying goes, there also may be no salvaging the situation for the Bruins’ next home game. UCLA will face New Mexico on Sept. 12 for a Friday evening kickoff that will force fans to fight weekday traffic to see their favorite team face an opponent from the Mountain West Conference.

Brave souls who look around and hear the announced attendance might experience inflation on the rise once more.

China’s full military might was on display in Beijing’s Tiananmen Square where thousands of troops marched in parade.

China flexed its military muscle at a huge military parade in Beijing to mark 80 years since the end of World War II, displaying its latest generation of stealth fighters, tanks and ballistic missiles amid a highly choreographed cast of thousands.

The parade through Tiananmen Square on Wednesday morning was overseen by Chinese President Xi Jinping, who is also the head of China’s military and the Chinese Communist Party.

After greeting foreign leaders, including Russian President Vladimir Putin and North Korean leader Kim Jong Un, Xi moved on to welcome Chinese military veterans before taking his place at the centre of the event.

Xi watched on from the Gate of Heavenly Peace before making a speech to the 10,000 assembled members of the People’s Liberation Army, Navy and Air Force, stating that China would continue to “adhere to a path of peaceful development”.

“Humanity is again faced with a choice of peace or war, dialogue or confrontation, and win-win outcomes or zero-sum games,” Xi said, according to an official readout of his speech.

“The Chinese people will stand firmly on the right side of history and on the side of human progress, adhere to the path of peaceful development, and join hands with the rest of the world to build a community with a shared future for humanity,” he said.

Dressed in a grey Mao suit, Xi then toured Tiananmen Square, standing in a vehicle, before the parade finally commenced down Beijing’s Chang’an Avenue, a major thoroughfare in the Chinese capital.

China’s most advanced weaponry took front and centre in the parade, including clearly labelled DF-5 intercontinental missiles – capable of delivering a nuclear warhead – alongside tight formations of military personnel.

“For Xi, the point is to reinforce the impression that the [People’s Republic of China, PRC] has arrived as a great power under his leadership,” said Ian Chong, a political scientist at the National University of Singapore.

“Another is the array of leaders at the parade, which suggests that the PRC cannot be isolated and is unafraid of pressure and bullying, particularly from the United States,” he said.

Above the parade, the air force staged a flyover, including helicopters with banners declaring, “Justice will prevail”, “Peace will prevail”, and “The people will win”.

SAN DIEGO — Over the years, Hall H at San Diego Comic-Con has built a reputation — and an expectation — as the room where Hollywood juggernauts in attendance at the annual pop culture extravaganza unveil exclusive footage, break news and share behind-the-scenes stories with devoted fans, who often spend hours in line just for a chance to make it through the doors.

It’s not surprising, then, that headlines going into this year’s Comic-Con, which concludes Sunday, carried an air of disappointment about the absence of Marvel and other major film studios from Hall H’s programming schedule — even if 2025 is not the first time Marvel and others have sat out Comic-Con for one reason or another.

But for many fans in attendance, the news merited little more than a shrug.

Hector Guzman, who along with his friend Joaquin Horas made the trip from Los Angeles, acknowledged that the Hall H slate “felt a little bit different this year” with no Marvel Studios panel.

But “there’s still a wide presence of Marvel,” he added. “The ‘Fantastic Four’ movie that just came out — we’ve been seeing a heavy push on that this year.”

Guzman and Horas had spent a little over an hour in the Hall H line Friday afternoon trying to make it to the “Tron: Ares” panel before bailing, but they said that in their three years of attending the event, Hall H usually isn’t on their itinerary.

“If it’s interesting to us, we’ll give it a shot, and if it’s not, then there’s always plenty of other events and stuff going around [the convention],” said Horas. He and Guzman explained that they are generally more interested in exclusive merchandise, custom works by artists and getting together with their friends in cosplay.

Other attendees like Jennifer Moore and Sam Moore of British Columbia, Canada, took advantage of the absence of popular Hall H mainstays to get into Friday presentations they were excited about, including for “Alien: Earth” and “The Long Walk.”

“Last year was my first time [in Hall H],” said Jennifer Moore, who said they’d been attending the event for 10 years.

“Now [that] there’s no Marvel thing or DC thing, it’s pretty easy to get in,” said Sam Moore. “We’ve just been doing walk-ins [for Hall H] this year.”

That’s not to say Hall H was entirely without spectacle: Highlights included an ensemble of bagpipers performing “Scotland the Brave,” a dazzling laser light show, the world premiere of the “Alien” franchise’s first ever television series and an appearance by “Star Wars” filmmaker George Lucas to promote the Lucas Museum of Narrative Art.

A look inside the “Tron: Ares” Hall H panel at Comic-Con.

(Richard Shotwell / Invision / AP)

And although the Comic-Con experience has grown beyond the walls of the San Diego Convention Center, with immersive experiences and pop-ups spilling into the city’s Gaslamp Quarter and the Embarcadero, Hall H remains a venerated programming space for panelists and attendees alike.

“I want to give people the experience that they bought their tickets for to come here,” said Noah Hawley, the creator of “Alien: Earth” before the upcoming FX series’ Hall H presentation on Friday. “I was surprised the first time I came to Comic-Con, how emotional it is for the people who attend. There’s a lot of people for whom [361] days a year, they have to pretend to be somebody else. These [four] days of the year, they get to be who they really feel like they are on the inside.”

The Moores were among those who were able to make it into Hall H without much of a wait on Friday morning. But by Friday afternoon, the line had grown much longer in anticipation for later panels, which included capacity crowds. Other big draws included anime franchise entry “Demon Slayer: Kimetsu no Yaiba Infinity Castle” and DC Studios co-chief James Gunn, who received an ovation for the success of his recent “Superman” reboot while presenting the second season of the John Cena series “Peacemaker.”

Even those who were attending Comic-Con to promote their own projects couldn’t hold in their excitement for anime juggernaut “Demon Slayer.” Besides the Hall H, panel ads promoting the upcoming movie — which has already broken attendance records in Japan — adorned a nearby hotel and the trains of the Trolley.

“There is a part of me that just wants to be out with the fans in my Tanjiro outfit with the earrings with my daughter,” said actor Babou Ceesay of “Alien: Earth,” referencing the young warrior with a gentle heart at the center of “Demon Slayer.”

The growth of anime and animation programming at Comic-Con and inside Hall H is a reminder that the convention is best understood as a reflection of ongoing shifts in nerd culture and fandom. Having evolved from a gathering primarily for comic book collectors to a broader celebration of pop culture where blockbuster movies once had a stranglehold, Comic-Con may now be witnessing the loosening of comic book superhero films’ grip on the zeitgeist as a whole. Indeed, television has steadily increased its Comic-Con footprint for years. Studios and streamers have also been organizing their own promotional events, such as Disney’s D23 and Netflix’s Tudum, to build up buzz on their terms, too.

Plus, as fan Robbie Weber of Los Angeles reiterated, Comic-Con is more than just what happens in Hall H. When he first attended the event 11 years ago he was among those that camped out overnight in order to get into the hall, but this time around he skipped it, opting to explore activations and other panels instead.

“We saw [comic book writer] Jonathan Hickman [on Thursday],” said Weber. “We saw a friend on the “Primitive War” panel [on Friday], which was really cool. It was the first time I’ve been able to see a friend do something like that.”

For many, Comic-Con’s main draw remains how fans can freely celebrate their passions.

“Alien: Earth” actor Alex Lawther said it was nice to hear the excitement of the people around him on his San Diego-bound train as they reminisced about their past experiences and shared photos of their cosplay.

“I really get that intense enjoyment of something to the point where you want to walk down the street wearing the costumes,” he said.

Molting peacocks squawked in the distance and a Pacific breeze whispered through the eucalyptus as flamingo keeper Liz Gibbons tidied her station at the San Francisco Zoo.

It had been an unusually cold summer in a city famous for them. Marooned on “a breathtaking piece of land” at the peninsula’s far western edge, steps from the deadly surf at Ocean Beach, the timeworn seaside menagerie had endured weeks of gray gloom.

But late that July afternoon, the sun broke through the clouds. Then word began to spread.

“Everybody was like, ‘Oh my God, did you hear?’” the keeper recalled. “It’s the news we’ve been waiting for.”

A sign at the Highway 1 entrance of the San Francisco Zoo.

(Paul Kuroda / For The Times)

For more than a year, the keepers, gardeners, train drivers and office staff of Teamsters Local 856 had been fighting to unseat their boss, longtime San Francisco Zoo Chief Executive Tanya Peterson.

They were not alone.

A growing chorus of animal activists, government watchdogs and civic leaders had called for Peterson to step down. In May, the San Francisco Zoological Society, the park’s nonprofit operator, split down the middle in a failed attempt to remove her.

From late last spring through early this summer, there was a vote of no confidence by the union, a blistering exposé in the San Francisco Chronicle, a damning report by the Animal Control and Welfare Commission, a looming audit by the San Francisco Board of Supervisors and a hail-Mary intercession by Mayor Daniel Lurie.

Even the consul general of China had privately sought Peterson’s ouster.

“He was like, ‘You have issues — fix them,’” said Supervisor Myrna Melgar, whose district includes the zoo.

A similar fight recently sent fur flying in Los Angeles, where the city and its former nonprofit zoo partner have locked horns over control of a $50-million endowment. At stake in San Francisco’s power struggle is a pair of cuddly new tourist magnets: two giant pandas from China, hailed as a coup for the tarnished Golden City when then-Mayor London Breed inked the deal to bring them last year.

Only two other American zoos have pandas: San Diego and the Smithsonian in Washington, D.C. In San Francisco, where nearly a quarter of residents identify as Chinese, the thrill was palpable. City Hall hoped the panda prestige would burn off any lingering haze of a doom loop.

“We’re getting our house in order,” Lurie said. “We already are a world-class city. When the pandas arrive in San Francisco, that’s just going to be yet another draw.”

A giant panda plays at Chongqing Zoo in Chongqing, China, on May 10, 2025.

(Costfoto / NurPhoto via Getty Images)

Others saw the black-and-white bears as a rebuke to Trumpian isolationism.

“The best response to the displeasure of Washington is to be awesome and successful,” Melgar said. “The pandas are a part of our success and a part of our value system.”

For Peterson, who led the zoo since 2008, bringing a pair of the world’s most sought-after animals to San Francisco was a dream come true. The political urgency and multimillion-dollar price tag seemed to ensure her continued leadership.

“The same day that the [Zoological Society] board was meant to vote her out, she let everyone know she was meeting with the Chinese Consulate,” said activist journalist Justin Barker of SF Zoo Watch. Peterson “essentially tells the Board of Supervisors, ‘If you move forward with this audit, you might not get pandas.’”

So how did the ace up her leopard-print sleeve bring her down?

Peterson did not respond to requests for comment. In an emailed statement, zoo spokesperson Sam Singer said she “served with distinction and devotion.”

San Francisco Zoo director Tanya Peterson plans to depart from the zoo on Aug. 1.

(Paul Chinn / The San Francisco Chronicle)

In her own message to staff this month, Peterson likened her planned departure on Aug. 1 to the death of the zoo’s beloved silverback gorilla, writing that “some animals may leave this earth, but they never leave our souls.”

“It has been an honor to serve you, our animals, and the loyal constituents of this amazing community,” she said.

For workers, her exit brought elation.

“I haven’t seen this level of positivity and excitement ever,” said Stephanie Carpenter, a reptile and amphibian keeper.

Former carnivore curator Travis Shields name-checked the infamous large cat wrangler from the Netflix series “Tiger King” when asked what the next zoo leader should bring in comparison with Peterson.

“I don’t think [keepers] care who comes next,” he said. “It can’t be any worse unless Joe Exotic comes in — and he’s still in prison.”

Attendees watch a Western Lowland Gorilla at the San Francisco Zoo.

(Paul Kuroda / For The Times)

But the long fight has clawed open old wounds. Many in and around the zoo described the bitter panda power struggle as the worst crisis the institution has faced since the fatal tiger attack that vaunted Peterson to her current position and nearly shut down the zoo.

“They’re holding their breath,” said one former manager, who asked not to be named for fear of retaliation. “It’s a similar feeling to after the tiger got out — what’s going to happen to everything?”

For Peterson’s usurpers, the $25-million question is now: What’s going to happen to the pandas?

The rise of Tanya Peterson is inextricably linked to the fall of Tatiana the tiger, the first and only animal to escape and kill a visitor at an Assn. of Zoos and Aquariums-accredited facility.

San Francisco acquired the 2½ -year-old, 242-pound Siberian from the Denver Zoo in 2005 as a mate for its 14-year old male Tony. They lived in the tiger grotto and were fed at the Art Deco-style Lion House, built for the original Fleishhacker Zoo by the Works Progress Administration.

The park’s original Depression-era structures are iconic, rising gray and craggy from the muted landscape like the Monterey cypress through the ever-present fog.

A lion and tiger emerge into their open enclosure at the San Francisco Zoo.

(Paul Kuroda / For The Times)

“The zoo is right on the water, it’s right next to the beach and all the structures are daily battered by the fog and the wind and the sand and the salt,” Melgar said.

Much of the century-old site is in disrepair.

“The infrastructure really left a lot to be desired,” said Manuel Mollinedo, who took over as the executive director of the San Francisco Zoo in 2004 after a successful turnaround at the Los Angeles Zoo.

Twenty years before Tatiana arrived, the tiger grotto was briefly repurposed to house two giant pandas, Yun-Yun and Ying-Xin, who passed through during the 1984 Los Angeles Olympics before visiting again in 1985.

Those publicity tours preceded a slump in attendance through the mid-1990s. In 1993, the nonprofit San Francisco Zoological Society took over operations, while the city retained ownership of the property.

Many zoos are run on a similar nonprofit model, including the Bronx Zoo and the San Diego Zoo, Assn. of Zoos and Aquariums President Dan Ashe said. Others, such as the Los Angeles Zoo, are run by cities or for profit.

By the mid-aughts, efforts to draw in more blue-collar visitors had begun to bear fruit, and tax records show more than a million people were coming each year.

“The zoo had really turned a corner,” Mollinedo said. “Our attendance was the highest it had ever been since the pandas were brought in 20 years before.”

Then, during a public feeding in the Lion House in December 2006, Tatiana reached under the bars and grabbed keeper Lori Komejan by the arm.

The tiger mauled her as she attempted to drag her into the cage, leading to permanent damage, according to a lawsuit later settled with the city.

Mary Ryan, a San Francisco Zoo employee, arranges a makeshift memorial to Tatiana the tiger in January 2008.

(Noah Berger / Associated Press)

But that wasn’t the end of it. One year after that incident, on Christmas Day 2007 — Tatiana escaped, mauling two men and killing a teenager.

The city and the zoo ultimately reached financial settlements with the injured men and the family of 17-year-old Carlos Eduardo Sousa Jr. A federal investigation found panda-era modifications probably paved the way for Tatiana’s escape.

“It was really rough for everybody,” said Gibbons, the flamingo keeper, who grew up in the Outer Sunset neighborhood and climbed the ranks through the zoo’s youth volunteer program. “I remember the city wanting to close it as a zoo and have it be a sanctuary.”

Instead, the board pushed Mollinedo out and installed Peterson, a fellow board member and an attorney at Hewlett-Packard, whose then-husband had just run the finance committee for then-Mayor Gavin Newsom’s reelection campaign.

“She said all the right things — that she wanted to hear from staff, that her door was always open,” longtime zoo gardener Marc Villa said. “For the time being, it was kind of a breath of fresh air.”

Echoing other critics, Mollinedo said Peterson “knew nothing about animals.” But she made up for it with philanthropic prowess.

“She’s a good fundraiser, I’ll give her that,” said San Francisco Recreation and Park Commissioner Larry Mazzola Jr., who heads the zoo advisory committee.

A mandrill at the San Francisco Zoo.

(Paul Kuroda / For The Times)

As interim CEO, Peterson swapped her corporate wardrobe for ostrich-feathered sheaths, tiger-striped hatbands, snakeskin-patterned coats and cheetah-spotted sneakers.

Her early tenure was already marked by constant tension between what animal experts felt needed fixing and what donors wanted done. Outrage over half-finished safety measures led the Teamsters to their first no-confidence vote in 2014.

“All of this has been degenerating for a long time,” Melgar said. “We have not had labor peace at that institution for years.”

By 2024, the zoo’s annual attendance had slipped to 700,000 — 15% below the nadir after the tiger attack, and roughly two-thirds of the yearly visitors to the Oakland Zoo across the bay.

The pandas were supposed to fix all those problems. Instead, they fomented a coup.

When Breed announced the panda deal late last April, zookeepers were shocked.

“None of the senior managers knew anything about it,” Villa said. “Everybody’s scrambled: How do we make this work? Where are we going to put them? It was just, ‘Hey, we’re getting pandas!’”

It was a week after the union’s second vote of no confidence against Peterson. To many, the move felt emblematic of her leadership flaws.

“If we do have a vision for this zoo besides pandas, it’s not been communicated very well,” Villa said.

Pandas are wildly popular with the public. But they’re a thornier prospect for zoos, experts warn.

Two visitors at at the grizzly bear enclosure at The San Francisco Zoo.

(Paul Kuroda / For The Times)

The bears cannot be kept near lions or other large carnivores. They need a special diet, experienced keepers and state-of-the-art new enclosures. For San Francisco, the cost has been estimated at $25 million.

Raising that money will fall to the interim CEO, which San Francisco has not yet named. The search for a permanent replacement will pit San Francisco against two of the state’s premier animal attractions, the Monterey Bay Aquarium and the San Diego Zoo.

Despite the promise of greater oversight and the possibility of more funding from the city, many animal activists and former zoo staff remain staunchly opposed to the panda project.

Some current keepers also expressed concerns.

“Guests are always asking, ‘Where are the tigers? Where are the monkeys? Where are all these animals that used to be here?’ We need to take care of the animals we have right now,” said Carpenter, the reptile keeper.

But City Hall remains staunchly pro-panda. So does the Chinese Consulate, the Teamsters and the Board of Supervisors, which just last month threatened to withhold $4 million from the Zoological Society over its failure to produce audit paperwork.

“People are proud that we’re doing this, and want us to pull it off,” Melgar said. “The pandas will have a view of the ocean!”

The Chinese visitors were originally slated to arrive at the end of this year. Then, this spring, they were assured by next April, just after the Super Bowl. That date has been pushed again, to the end of 2026.

“We don’t know where we’re going,” Villa said. “Everything runs on rumors and speculation.”

For now, the Teamsters are keeping their ears perked, waiting for good news to swirl in with the fog.

LAS VEGAS — Even with all the sports dignitaries in attendance and even though they were watching a rivalry game of sorts between the Lakers and Clippers, the fans inside the Thomas & Mack Center still were mostly enamored with Bronny James.

That is the kind of drawing power James had even with his dad, LeBron James, watching again from his baseline seats. That’s the kind of draw James had even with Steve Ballmer, Tyronn Lue, JJ Redick and Rob Pelinka in attendance.

Even with Austin Reaves, Deandre Ayton and Kawhi Leonard looking on, Bronny James was the center of attention yet again.

James had one of his better NBA Summer League games, but it was the Clippers who came out on top in a 67-58 win Monday night at Nevada Las Vegas.

James had 17 points, five rebounds and five assists in 24 minutes and 17 seconds.

He was six for 10 from the field and three for five from three-point range.

And, yes, he was happy to have the support of his family and teammates.

“It definitely gave me a little boost, seeing them cheer for me and my teammates,” James said. “It’s great to get in the gym with them.”

The star of the night was Clippers forward Jordan Miller, his 19 points and seven rebounds a big reason why the Clippers are 3-0 in the summer league.

His three-pointer late in the fourth quarter gave the Clippers a lead they never lost. He scored nine of the Clippers’ last 11 points.

“We got it done,” said Clippers assistant coach Jeremy Castleberry, who is the team’s summer league coach. “We got it done. We did what we needed to do, the second night of a back-to-back. For a lot of those guys, it was the first back-to-back they played in a long time. So, happy we got it done.”

James started strong, shooting a three-pointer to open the scoring. He added a step-back three in the second quarter, those two shots being part of his 12 first-half points on four-for-four shooting.

He made a three-pointer in the fourth quarter that tied the score 51-51.

“Yeah, I can see growth, for sure,” James said. “Honestly, I just feel like my confidence is growing over the last year and a half or so. So, I’m just going to grow on that and keep my mind right.”

The Lakers shot 34.4% just from the field, 30% from three-point range and 38.5% from the free-throw line (five for 13). They also turned the ball over 19 times.

Lakers assistant coach Lindsey Harding said the team showed signs of “fatigue,” which she expected considering it was their sixth summer game (they played three games at the California Classic in San Francisco).

“It just seemed like we didn’t have much pop,” said Harding, the Lakers’ summer league coach.

But not James. He seemed energized the entire game.

“Bronny came ready. He came ready. He had the spark,” Harding said. “You want these guys, especially him in that position and who he’ll be with us with the Lakers, when you get your minutes, go hard. Play until exhaustion, we’ll take you out and then we’ll put you back in. I thought that he did that today.

“He did a great job, even on the offensive end in finding players, making reads on pick-and-rolls. I think they struggled guarding him and he did a great job on the defensive end.”

But James wasn’t the only one who got the fans excited.

Clippers rookie Yanic Konan Niederhauser threw down a nasty dunk on Cole Swider in the third quarter, which brought the crowd to its feet.

Niederhauser had another strong outing for the Clippers with 10 points, two rebounds and two steals in 23 minutes.

Thousands to march in Hungary’s capital despite government ban, highlighting EU-wide resistance against anti-LGBTQ laws.

A record number of people are expected to attend a Pride march in the Hungarian capital, Budapest, defying a ban that marks an unprecedented regression of LGBTQ rights in the European Union.

The event on Saturday comes after Prime Minister Viktor Orban’s ruling coalition earlier this year amended laws and the constitution to ban the annual celebration. Orban’s government has consistently argued that the legislation defends traditional family values and protects children.

While the prime minister has been emboldened by the anti-diversity offensive of President Donald Trump in the United States, his own initiatives have drawn protests at home and condemnation from the EU and rights groups.

The nationalist leader on Friday said that while police would not “break up” the 30th edition of the Pride march, those who took part should be aware of “legal consequences”.

Despite the risk of a fine, more than 35,000 people are expected to gather at 2pm (12:00 GMT) near Budapest’s city hall, an hour before the march begins.

Ministers from several EU countries and dozens of European politicians are expected to attend in defiance of the ban, reminiscent of events in Moscow in 2006 and Istanbul in 2015.

“We’re not just standing up for ourselves … If this law isn’t overturned, Eastern Europe could face a wave of similar measures,” Pride organiser Viktoria Radvanyi said.

Earlier this week, EU chief Ursula von der Leyen called on the Hungarian authorities to reverse the ban.

Thirty-three countries have also spoken up in support of the march.

While parade organisers risk up to a year in prison, attendees can face fines up to 500 euros ($580). The latest legal changes empower the authorities to use facial recognition technology to identify those who take part.

Freshly installed cameras have appeared on lamp posts along the planned route of the march.

However, Budapest Mayor Gergely Karacsony has insisted that no attendee can face any reprisals as the march – co-organised by the city hall this time – is a municipal event and does not require police approval.

“The police have only one task tomorrow, and it is a serious one: to ensure the safety of Hungarian and European citizens attending the event,” Karacsony said during a briefing with visiting EU equalities commissioner Hadja Lahbib.

Far-right groups have announced multiple counterprotests along the planned route of the procession.

Justice Minister Bence Tuzson this week sent a letter to EU embassies cautioning diplomats and staff against participating because of the police ban.

Several EU countries have informed their citizens of the potential of fines through travel advisories.

Since Orban’s return to power in 2010, the country of 9.6 million people has been steadily rolling back LGBTQ rights.

Legal changes have, in effect, barred same-sex couples from adopting children, prevented transgender people from changing their name or gender in official documents, and a 2021 law forbade the “display and promotion” of homosexuality to under-18s.

In March, politicians passed a bill targeting the annual Pride march, amending the 2021 law to prohibit any gathering violating its provisions.

A month later, parliament also adopted a constitutional change to strengthen the legal foundations for the ban.

“Orban is employing a tried-and-tested recipe ahead of next year’s election by generating a conflict,” political analyst Daniel Mikecz told the news agency AFP. Orban was “polarising society”, he added.

Voter opinion polls suggest Orban’s Fidesz party has been losing ground to the opposition.

The first Pride march was held in 1970 in New York to mark the anniversary of the city’s Stonewall riots in June 1969, which created the gay rights movement.

Jeff Bezos and Lauren Sánchez are officially husband and wife.

The Amazon founder, who’s been linked to Sánchez since 2019, hosted an extravagant, reportedly $50-million celebration in Venice, Italy, stretching three days. From the lavish location to the celebrity guest list, the event has attracted a media frenzy, but also experienced its fair share of hiccups — including a last-minute venue change to the island of San Giorgio Maggiore.

Here’s what we know about the wedding so far.

The wedding dress

Sánchez opted for a custom Dolce & Gabbana wedding gown inspired by Sophia Loren’s gown in the 1958 film “Houseboat.” This marks the first time Sánchez has worn such a high-necked formal dress, she told Vogue.

“It is a departure from what people expect,” she said, “from what I expect — but it’s very much me.”

The bride shared two images of her dress Friday on Instagram, where she also updated her handle to @laurensanchezbezos.

Other ensembles planned for the big day were a corseted gown inspired by the Rita Hayworth film “Gilda” and an Oscar de la Renta cocktail dress with 175,000 crystals, according to Vogue.

Lauren Sánchez departs from her hotel in Venice for pre-wedding celebrations.

(Antonio Calanni / AP)

Something Blue Origin

Sánchez’s “something borrowed” was a pair of Dolce & Gabbana Alta Gioielleria Miracolo earrings, according to Vogue. And her “something blue,” she revealed, was a souvenir she brought on her controversial 11-minute Blue Origin spaceflight.

“It was literally one of the most profound experiences I’ve ever had in my life,” she told Vogue. “Jeff said, ‘It’s gonna change you more than you think,’ and it completely has, visually, spiritually.”

Kim and Khloé Kardashian were among the celebrities who attended Jeff Bezos and Lauren Sánchez’s wedding.

(Luigi Costantini / AP)

A star-studded guest list

As expected, several A-listers made the 200-person guest list.

Notably, Orlando Bloom arrived solo after reportedly ending his engagement with Katy Perry. Sánchez seemed to acknowledge Perry’s absence, commenting, “We miss you Katy,” Friday on the pop star’s Instagram. Perry famously joined Sánchez on the Blue Origin space flight and has received a disproportionate amount of the criticism.

Though President Trump was not present (despite reports that he received an invitation), his daughter Ivanka Trump and Ivanka’s husband, Jared Kushner, were in attendance, along with in-laws Karlie Kloss and Joshua Kushner.

Other celebrities in attendance were Kim and Khloé Kardashian; Kris, Kylie and Kendall Jenner; Bill Gates and Paula Hurd; Sydney Sweeney; Tom Brady; Leonardo DiCaprio; Usher; Eva Longoria and José Bastón; Diane von Furstenberg and Barry Diller; Oprah Winfrey; and Gayle King, who was also aboard the Blue Origin spaceflight.

Though President Trump wasn’t present, his daughter Ivanka Trump and her husband, Jared Kushner, attended the wedding.

(Luigi Costantini / AP)

Protests and criticism

The lavish celebration was not without its critics. The No Space for Bezos movement — a combination of anti-cruise ship campaigners, university groups and housing advocates — staged protests throughout Venice leading up to the event, even planning to obstruct canal access to prevent wedding guests from reaching the venue, according to the Associated Press. The newlyweds reportedly had to make an eleventh hour venue change, opting for the more secluded and secure Arsenale for the Saturday reception, according to local media.

As the box office improves, will a steep discount on tickets bring more people to the multiplex this summer?

That’s what AMC Theatres is betting.

The Leawood, Kan.-based chain said this week that members of its AMC Stubs loyalty program, which has a free tier, will get 50% off adult evening-priced movie tickets all day long Wednesdays, starting July 9.

The move comes as the studios and theater owners have struggled to bring audiences back to the movies after the COVID-19 pandemic.

Box-office revenue improved in fits and starts as the pandemic waned, though the number of films released was greatly affected by the dual writers and actors strikes in 2023.

As of this past weekend, domestic ticket sales this year are down about 30% compared with the same time period in 2019, according to Comscore. Even before the pandemic, attendance numbers were declining.

But there is some hope on the horizon.

Total North American box-office grosses this year are expected to reach about 80% of 2019’s totals, with 2026 predicted to reach 86%, said Alicia Reese, senior vice president of equity research for media and entertainment at Wedbush Securities.

“The post-pandemic recovery has been pretty bumpy,” she said. “That said, the strikes really challenged the box-office volume for a while, but that’s now in the rear-view mirror.”

Theatrical attendance and flexible ticket pricing were frequent topics of conversation at the CinemaCon trade conference earlier this year in Las Vegas, where studio executives and exhibitors alike mused about how to bring audiences back to theaters.

A more diverse lineup of films would help, some said. Others, like Paramount domestic distribution president Chris Aronson, argued that an improved experience in the theaters, including fewer ads, limited trailers, extended matinee pricing or daily deals could lure customers back.

He highlighted the “Discount Tuesday” promotion available at many theaters.

“Why not ‘Discount Wednesdays’? Unless, of course, you’re already at full capacity on Wednesday, in which case, don’t do it,” he said during his on-stage presentation, to laughter from the audience of theater owners and industry executives.

That’s now exactly what’s happening at AMC, as theater operators consider ways to improve traffic on less-attended weekdays.

In explaining the decision, AMC Chief Executive Adam Aron touted the improved box-office results in the fiscal second quarter.

Just a few months ago, the industry was collectively wringing its hands over the poor performance in the first quarter, including underwhelming showings from films such as Disney’s troubled live-action “Snow White” and a general lack of blockbusters.

The bleak first quarter at the box office took a toll on AMC’s earnings, which the chain reported last week.

The company reported revenue of $862.5 million, down 9.3% from the $951.4 million it logged during the first quarter of 2024. Net loss for the first quarter was $202.1 million, compared with a loss of $163.5 million during the previous year. AMC also reported lower attendance for the first quarter with 41,903 admissions, a decrease of 10.1% from the same time period a year ago.

Aron cautioned in a statement at the time that the first-quarter domestic box office was “a distorting anomaly” and that anyone trying to draw conclusions about the movie theater business from those results was “likely to be mistaken.”

So far this spring, films like Warner Bros. Pictures’ “A Minecraft Movie” and Ryan Coogler’s “Sinners” have jolted the box office back to life.

And with several new movies on the horizon, including Disney’s live-action “Lilo & Stitch” and the Tom Cruise-led “Mission: Impossible — The Final Reckoning,” analysts and theaters feel optimistic about the potential box office trajectory. As of last weekend, the year’s box-office grosses are up 16% compared with the same time period last year, according to Comscore.

“Realistically, we could not afford to have made this change to our ticket pricing strategy until the box office showed true signs of sustained recovery,” Aron said in a statement. “But in April and now in May, the box office has been booming, and the remainder of 2025 appears poised to continue that upward box office trend.”

Already, Tuesdays have emerged as the biggest non-weekend moviegoing day, said Paul Dergarabedian, senior media analyst at Comscore. Adding another lower-priced day to the mix could help drive attendance, increase concession sales and expose audiences to trailers for new films, he said.

“When consumers feel like they’re getting something more, the loyalty developed there is very important,” Dergarabedian said. “Having one of the bigger chains commit to this is a big deal.”

The initiative will likely be a test to whether it cannibalizes higher-priced attendance on other days, Reese said.

“Overall, I think it’s a strong strategy with a lot of really good content available over the summer to get people who wouldn’t otherwise go to the movies to come back to the movie theater,” she said. “Either way, it gets attention, it gets far more people onto their loyalty programs that they can communicate with directly, it opens their eyes to AMC’s paid subscription program.”

Dynamic ticket pricing, similar to hotels and concerts, has long been discussed as a potential attendance booster but hasn’t been fully embraced for movies.

Nonetheless, AMC has experimented with different kinds of discounts. The company a couple years ago introduced modestly lower-priced tickets for less in-demand front row seats, but later backed away from the idea.