Movie fans are in for a treat as a new holiday, "National Cinema Day," will see a significant number of American movie theaters offering tickets for just $3 to encourage moviegoers to return to theaters during a slower time at the box office.
The announcement of the newly launched holiday was made by the Cinema Foundation, a non-profit section of the National Association of Theater Owners.
Now, movie fans will be able to receive the nationwide discount at more than 3,000 movie theaters on Saturday, Sept. 3.
National Cinema Day won't just be celebrated by smaller theaters either, as AMC and Regal Cinemas will be participating, as well as all major film studios.
Theaters participating in the event will offer tickets for no more than $3 for every showing, in every format, the Cinema Foundation shared.
Traditionally the box office tends to slow down over Labor Day weekend, with Americans enjoying one last weekend of summer travel before the start of the school year. But, now, the holiday will look to resolve that issue.
Movie theater chains have been struggling in recent months, with major movie releases being hard to come by. This has caused some issues, like Regal Cinemas' parent company Cineworld, which has announced plans to file for Chapter 11 bankruptcy, citing the low release schedule in its plans.
However, National Cinema Day could help turn the tide for theaters, and studios are playing their part, partnering to help keep the excitement high by creating a sizzle reel for upcoming projects.
The studios contributing to the reel include A24, Amazon Studios, Disney, Focus Features, Lionsgate, Neon, Paramount, Sony Pictures Classics, Sony, United Artists Releasing, Universal, and Warner Bros.
Jackie Brenneman, the president of Cinema Foundation, shared a statement about the holiday, saying that after a strong turnout at the summer box office, the group wanted to help "celebrate moviegoing."
If the holiday is a success, it could become an annual event to honor moviegoers.
"We're doing it by offering a 'thank you' to the moviegoers that made this summer happen, and by offering an extra enticement for those who haven't made it back yet," Brenneman said.
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