A margin call occurs when the value of your margin account falls below the broker's required minimum value (maintenance margin). When this happens, you must either deposit more cash or securities, or sell some of your holdings to bring your account back to the required level.
The initial margin is the percentage of the purchase price you must pay with your own money when buying on margin. The Federal Reserve's Regulation T sets this at 50% for most stocks, meaning you can borrow up to half of the purchase price.
The maintenance margin is the minimum equity you must maintain in your margin account. FINRA requires at least 25%, though many brokers require 30-40%. If your equity falls below this level, you'll receive a margin call.
The margin call price is calculated as:
Margin Call Price = Purchase Price x (1 - Initial Margin) / (1 - Maintenance Margin)