Is National Cinema Day happening this year? I can't get a straight answer online!

So last year, the day after National Cinema Day, I saw this Tildes thread:
https://tildes.net/~movies/19s7/today_is_us_national_cinema_day_what_are_you_going_to_go_see_for_4

Apparently I missed out on the year's biggest discount day... No biggie, I'd go next year!

My phone's calendar said it would be on August 25th 2024, so I set a reminder. I check this morning, and see... normal priced movies?

I look it up, and I see Regal's website hasn't been updated since 2023, 99% of news articles are still about 2023, and the articles about 2024 say either September or October dates. The subreddit for cinema employees as recently as 11 days ago had no clue when it would be.

Does anyone on Tildes know what's going on?