The nation's second-largest theater chain says it's adding earlier show times and cheaper tickets.
Kansas City-based AMC Entertainment says it will show movies before noon for between one dollar and four dollars less than regular matinee prices.
The program takes effect immediately at the company's 321 U.S. and Canadian theaters -- including some in Colorado.
A spokeswoman says a test in Denver and three other cities showed increased attendance.
The early-bird tickets will cost four dollars to six dollars, compared with $5.50 cents to eight dollars for tickets sold from noon to 6 p.m.
Full-price tickets can cost $10.75-cents each.