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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.

Defying the crime-riddled reputation of UK seaside resorts, this tiny coastal village – framed by its own island – has been crowned of the most relaxing spots in the country

Tucked away in the stunning South Devon coastline, where rolling countryside melts into turquoise seas – lies one huge anomaly. Bigbury-on-Sea boasts some of the UK’s very best scenery, from long stretches of golden sands to crystal clear waters. But, it was also branded one of the safest and most ‘relaxing’ resorts in the country.

The gong comes after UK holiday firm Parkdean Resorts compared coastal hotspots from across the UK, analysing factors such as cleanliness, green space, local safety, light and noise pollution, and population density. According to the Express, it crowned Bigbury-on-Sea the ultimate winner, thanks to its unspoilt nature (being surrounded by three areas of Outstanding Natural Beauty helps) and low crime rate.

READ MORE: ‘Stunning’ UK seaside town with three-mile beach sees house prices plummet by £13,000

Whether you’re after an active holiday filled with beach-side yoga, surfing, and paddle-boarding – or want to soak up the rays with a good book – this village has you sorted. There are also plenty of hiking trails of varying ability for those who can’t resist those Instagram-worthy views – or boat cruises for holidaymakers not wanting to break a sweat.

“One of the distinctive features of Bigbury-On-Sea Beach is the tidal causeway that connects the mainland to Burgh Island,” hailed Visit South Devon, the area’s official tourist board. “At low tide, visitors can walk across the sandy pathway, immersing themselves in the tranquil surroundings and enjoying breathtaking views of the surrounding coastline.

“As the tide rolls in, the sea covers the causeway, creating a sense of isolation for those on Burgh Island, accessible only by sea tractor or boat. It also boasts an award-winning hotel, elegant and rather genteel; it’s an ideal romantic retreat for couples.”

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Bigbury-on-Sea is some 234 miles from London, meaning you’ll need to endure a gruelling four hour-and-a-half-hour drive to get there. However, direct trains from the Big Smoke to Totnes slash two hours from the journey time. You’ll then have to get a 41-minute taxi ride.

If you’re flexible with dates, you can grab single adult fares for as little as £44. If you have a railcard, you’ll be able to get tickets for even cheaper.

Accommodation in Bigbury-on-Sea varies depending on your budget. For example, a weekend’s stay (Friday, June 6-8) at the four-star Swallow Barn will set you back £653, based on two adults sharing a two-bedroom holiday home. However, a one-bedroom apartment at Steepfield Studio costs a much more affordable £485 on the exact same dates.

*Prices based on Trainline and Booking.com listings at the time of writing.

What’s your favourite UK seaside resort? Let us know in the comments section below

Bold plans to transform the railway system as part of a £1 billion upgrade has garnered heavy criticism as bosses confirm new electrified trains will be missing one specific amenity

Railway plans to transform connectivity in south Wales have sparked heavy backlash amongst locals. Touted as the ‘Welsh Tube‘, the £1 billion mega project – which was first proposed back in 2013 – offers a ground-breaking solution to long waits and traditional timetables stagnating travel in the region.

But upon completion, a 105-mile long network will see 36 brand new tram-trains carry tourists and commuters across the core Valley Lines, linking areas such as Cardiff with Coryton, Rhymney, Aberdare, and Treherbet – with certain journeys running every five minutes in the day. As previously reported, the South Wales Metro project will operate on a colour-coded map and allow passengers to ‘tap in and out’ with contactless payment barriers.

Those living in or around Aberdare, Merthyr Tydfil, and Treherbert will have access to four trains per hour (every 15 minutes) while those around Caerphilly will get six trains per hour and Pontypridd will see 12 trains per hour (every five minutes) running to the Welsh capital. With new electric tram-trains already starting test runs in the Valleys – the project is nearing its first phase.

READ MORE: UK seaside town abandoned by Butlin’s with posh holiday village now in its place

However, locals weren’t too happy when they discovered the state-of-the-art vehicles did not feature any onboard toilets. According to Wales Online, one person described the lack of loos as ‘absolute madness’, adding: “We certainly are going backward in Wales.”

Another commented: “This is shocking, I have a funny feeling there’s going to be lots of urine on the floor on a Friday and Saturday night,” while a third penned: “People need toilets, what’s with the Welsh government?”

Others were quick to defend the decision, arguing that Tube trains, buses, and cars do not have toilets either. “Some people would whinge about winning the lottery!” one reader fumed. “How many buses have toilets on board?”

Another argued: “If you put toilets in they have to be accessible to all and as a result the area lost to seating and standing is huge. You also have to take the trains out of service to empty the tanks because you can’t just dump it on the tracks anymore. It’s much better to do away with them and have them in fixed locations so they have the space to do it properly and they have proper access to electricity, water and sewerage.”

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When asked about the backlash, a Transport for Wales (TfW) spokesperson told the Mirror that it is currently ‘testing’ a brand-new modern Class 398 tram-trains that will run on electric and battery as part of the South Wales Metro. These will have the ability to run on-street as well as on the rail network, but ‘global rolling stock market’ for this type of train-train with onboard toilets is ‘limited’.

“They are built to quickly move as many people as possible and adding toilets on board would significantly reduce the capacity of the trains,” the spokesperson added. “This type of train is used successfully in other cities within the UK and no other Metro system in the UK runs this type of tram with toilets onboard.

“We want to ensure our passengers still have access to toilet facilities when using our network. To do this, we’re installing 10 new*, fully accessible toilets at key locations across these lines and upgrading our existing station facilities, so that passengers can be confident a toilet will always be available within a 20-minute journey on our network.”

*In addition to the existing toilet facilities across the South Wales Metro area, 10 stations getting new toilets are Abercynon, Aberdare, Merthyr Tydfil, Tonypandy, Treherbert, Cwmbach, Llwynypia, Merthyr Vale, Penrhiwceiber and Treorchy.

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THIS pair of diehard Crystal Palace fans have spent £20,000 to get home from a US holiday for the FA Cup final before flying back out. 

The side’s Wembley clash against Manchester City on May 17 falls three days into Mark and Anna Newlands’ ten-day trip to New York. 

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The couple booked it months ago for a cousin’s birthday before the Eagles got to the final.

So they have bought flights to get back the day before and will return to the US the day after. 

Mark said they would miss the big birthday but their relatives understood. 

The retired risk manager, 61, from Newbury, Berks, said: “The club is in my DNA.

“We have to be there.

“I’m not bothered if this is sensible or not. It’ll be worth every penny.” 

Anna, 62, is just as devoted to the South London club and did not hesitate when Mark suggested the plan. 

The pair, pictured at the semi-final win over Aston Villa, hope it will be third time lucky after Palace lost their two previous finals. 

The couple’s son James, also a Palace season ticket holder, is attending the final although he is not on the New York trip — while their daughter Alice will stay in the Big Apple. 

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Following a record-breaking 38 million overnight stays, one EU country – renowned for its beautiful scenery – is consulting on a bill that could add three per cent to tourists’ accommodation costs

Yet another EU country is mulling over a tourist tax, in what could be a huge blow to Brits. Once a lowkey destination, reserved only for series globetrotters and hiking enthusiasts – Norway has slowly slipped under the tourist spotlight.

Luring British holidaymakers with its ‘stunning’ mountains, glassy lakes, and chocolate box cabins – Norway’s popularity has surged astronomically in the last few years. In fact, last year it garnered a record-breaking 38 million overnight stays – a four per cent spike from 2023.

Direct flights to Norway from major UK airports such as London Stansted, Gatwick, and Manchester have made the country even more accessible – and affordable, with return flights in June priced as low as £28*. It means trekking up to the majestic fjords for a weekend of walks, saunas, and wildlife spotting no longer guarantees you’ll be on your own.

READ MORE: Canary Island tourism chaos as hotel bookings ‘slump’ ahead of ‘bleak’ summer

While the country’s government says the tourism boost is ‘great’, it also acknowledges the strain holidaymakers can put on popular regions. As a result, it has proposed a ‘visitor contribution’ that municipalities can ‘voluntarily introduce’.

Following a round of consultation, the new bill has given municipalities the power to charge tourists three per cent on all forms of paid accommodation, including hotels, campsites, and rentals through platforms like Airbnb. For example, if you spend £100 on a hotel – you may be asked to pay £3 in tourist tax.

This is a two per cent reduction from the five per cent levy that was first proposed – to ‘reduce the burden on the accommodation industry’. The voluntary tax can also be adjusted based on the season. So, municipalities may choose to implement the levy during peak travelling times, and remove it during off-peak months.

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In a government press release, that has been translated into English, Minister of Trade and Industry Cecilie Myrseth warned: “If the tourism industry is to continue to grow, this must happen within sustainable frameworks. We must address the challenges. Visitor contributions have been introduced in many countries in Europe. Payment in connection with accommodation is the most common form of visitor contribution in those countries that have chosen to introduce this.”

Profits from the tourist tax cannot be used to ‘balance municipal budgets’ and should be strictly for financing tourism-related public goods. This include the installation of toilets, waste disposal, and information activities.

“In the long term, a moderate visitor contribution can help make travel destinations more attractive to tourists and reduce the inconvenience to local residents,” the government added. “This contributes to better trust between the industry, visitors and local residents.”

*Prices based on Skyscanner listings at the time of writing.

Would a tourist tax put you off from visiting Norway? Have your say in the comments section below

A MAJOR change to a motorway used by around 180,000 drivers daily is set to take effect from today.

A reduced speed limit is being introduced on a long stretch of the M60, requiring motorists to slow down.

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The new limit on the motorway is to be set at 50mph – with the road slowed for at least three months.

The change was revealed in the wake of National Highways announcing a key programme of safety work along the motorway.

Work will stretch across several junctions on the busy carriageway, with motorists slowed as a result.

Traffic management will start at junction 16 and end east of junction 17 – with the project set to end in August with the speed limit change in place for the duration of the works.

Drivers have been told to expect delays throughout this period as motorway traffic is significantly slowed.

Work will take place mainly at night to reduce disruption, but the speed limit change will be in effect throughout the day.

Engineers will install a new central reservation between junction 16 and junction 18.

National Highways said: “We’ll mainly work at night Monday to Friday, but some activities will also be done during the day.

“For safety, a 50mph speed limit and narrow lanes will be in place round-the-clock throughout our work in both directions.

“Traffic management will start at junction 16 and finish east of junction 17 near Prestwich.

“Some minor delays are expected, so we’re advising drivers to plan and allow extra time to complete journeys.”

A resurfacing project will be undertaken at the same time to avoid disruption.

This project at junction 17 will require overnight closures for three weeks.

National Highways said: “To reduce disruption, we’re coordinating programmes with nearby resurfacing schemes at junction 17 close to Prestwich.

“This includes our work on slip roads and Bury Council’s project to resurface the junction roundabout.

“Please note, this requires overnight closures for three weeks from Monday 16 June to Friday 4 July.

“During any road closure, please follow the clearly signed diversion.

“We’re working hard to minimise the impact of our work. However, it will generate some delays and noise.

“We apologise for any inconvenience this may cause you and thank you for bearing with us.”

According to Highways England, some 180,000 drivers use the M60, as well as the M62, each day.

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Local residents have been warned by fire crews to keep all windows and doors shut while emergency services remain at the scene as they work on bringing the fire under control

Firefighters have rushed to the scene of a huge industrial fire in Sheffield this morning.

At 12.50am on Monday, May 12 South Yorkshire Fire and Rescue Service were called the scene of a huge industrial fire. A number of crews and vehicles have been scrambled to the scene, including six fire engines and one aerial vehicle.

The fire service shared the following statement on X: “Six fire engines and one aerial vehicle are currently in attendance at an industrial fire at Manor Park Centre, Sheffield. Avoid the area if you can and keep windows and doors closed if you live nearby.”

At this stage it is unclear what building is alight or whether any injuries have been reported.

The Mirror has approached South Yorkshire Fire and Rescue Service and South Yorkshire Police for an update on this developing incident.

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