Have your AMCs stopped advertising? Ours did last summer.
I live near a 24-screen AMC theatre and we're big movie fans. A year ago, we went to AMC 100% of the time. Now, it's about 60% and going down. I'm willing to drive five miles to see a $4.50 matinee (up to 6 p.m.) when AMC charges $10 beginning at 4 p.m.
The cheapest price ever at our AMC is $5 and most of the times regularly that price have been $7.50 the past week b/c of "holiday pricing." Concession prices also have gone up recently.
The new food and drink policy at AMC will also affect our business as we sometimes go there when it's just DH and me /c we like to go to Starbucks first.
You really have to watch the differences between theaters and times ... my 13-year-old is considered a child at one chain and an adult at another. One chain stops its matinee pricing at 4 p.m., another at 6 p.m. (which is how I ended up paying $9.75 for a 5:20 p.m. Avatar show last weekend ... grrr)
I do like that my local AMC does $5 shows before noon on weekends. We've seen several movies that way. I never buy concessions and I have never had a problem bringing a small amount of food in to eat, like fruit snacks or a candy bar in my purse. I don't do drinks during a movie because then I don't make it through the show!
PHXscuba
Ours ramped up the advertising. Now it's 10 minutes of regular ads, then 15 minutes usually of previews and then the movie finally starts.
I go to matinees usually and I really need to notice how much tickets are. I buy them online and just pick them up at the machine outside the theatre. I also have the movie watcher card and love getting free stuff.
I am guessing you go to the one at concord mills? I believe it is $5 Mon-thurs for all times...except holidays. I take the kids there all the time during the week.