Nicole Kidman AMC Theatres commercial

Last updated

We Make Movies Better
AMC Kidman lights.jpg
Kidman seated and lit from behind by colorful lights emanating from a movie projector. A raised platform was constructed inside the theater to achieve this effect.
Agency Barkley Inc.
Client AMC Theatres
Market
  • United States
  • Europe
LanguageEnglish
Running time
  • 60 seconds
  • 30 seconds
  • 15 seconds
Product
  • Movie theaters
Release date(s)September 2021
Written by Billy Ray
Directed by
Starring
Production
company		Wondros for AMC. Elvis for Odeon Version [1]
Budget$25+ million

In September 2021, AMC Theatres began airing a commercial starring actress Nicole Kidman in its theaters and on television. The ad, written by screenwriter Billy Ray, was intended to spur theater attendance following the COVID-19 pandemic by highlighting the "magic" of the movie theater experience. In the ad, Kidman enters and sits alone in an empty AMC theater while delivering a monologue describing in heightened language the pleasures of the moviegoing experience, such as the "indescribable feeling we get when the lights begin to dim and we go somewhere we've never been before". The commercial became a surprise hit among audiences, with its earnestly rhapsodic style and script—particularly the line "Somehow, heartbreak feels good in a place like this."—developing a certain camp appeal. It has inspired Internet memes, parodies, and in-theatre audience participation rituals.

Contents

Description

External videos
Nuvola apps kaboodle.svg The full 60 second version of the commercial via YouTube

The ad begins outside an AMC cineplex, with a shot of high-heeled shoes stepping through a puddle, reflecting an illuminated "AMC" sign. Kidman lowers an oversized ("Jedi-like") hood and enters the building, making her way into an empty theater. [2] She takes her seat, the lights dim, and clips from several films appear onscreen before her, including Star Wars: The Force Awakens (2015), Jurassic World (2015), Wonder Woman (2017), La La Land (2016) and Creed (2015). Throughout the 60-second spot, Kidman delivers a rhapsodic monologue on the pleasures of the moviegoing experience, partly via voice-over and partly delivered straight to the camera. The commercial ends with the AMC Theatres logo and the tagline "We make movies better". Throughout the ad, Kidman wears a gray-blue suit with shiny silver pinstripes. The 30 and 15-second versions change the films Kidman watches on the screen, including Spider-Man: Into the Spider-Verse (2018) and A Star is Born (2018). The 2024 update changed the films to Elvis and Avatar: The Way of Water (both 2022).

Production

The commercial was directed by brothers Jeff Cronenweth and Tim Cronenweth. [3] Kidman suggested the duo after having worked with Jeff Cronenweth on the 2021 film Being the Ricardos . [2] Kidman also selected friend and screenwriter Billy Ray to write the commercial's script. Kidman had previously worked with Ray on the 2015 film Secret in Their Eyes . [4] Barkley Inc. worked with AMC on the campaign. [5]

The ad was shot at the AMC cineplex in Porter Ranch, a suburb north of Los Angeles, [2] during a single weekend while Kidman was on a break from filming Being the Ricardos. [6] An elevated platform was constructed for Kidman to sit on to achieve a shot where beams of light from the movie projector play around her head. [2]

The ad was conceived at a time when AMC Theatres, and movie theaters as a whole, appeared to be in a precarious situation, with audience numbers still far below levels from before the COVID-19 pandemic (see Impact of the COVID-19 pandemic on cinema). [3] Kidman's husband Keith Urban explained that it was "a no-brainer" for Kidman to participate in the commercial since "she loves movies" and it was a way to help theater because of the pandemic. [7] According to Variety , AMC spent $25 million on the ad campaign, with television airtime being the highest expense. [3]

The 60-second commercial was also edited down to 30- and 15-second versions. [4]

Release

The ad began airing on television in September 2021. It was also played at AMC's 600 United States theater locations, as well as in nine European countries through Odeon Cinemas Group after the coming attractions. [5] [8] According to AMC, this was the first national ad campaign from a movie theater chain. [3]

Impact

The commercial's grand style and the earnest melodrama of Kidman's monologue have led the commercial to be appreciated as an artifact of camp. [2] The commercial has been the subject of Internet memes, parodies, merchandise, and audience participation rituals. [2] The line "Somehow, heartbreak feels good in a place like this" has been singled out as particularly memorable. Reflecting later on the commercial's impact, Billy Ray stated that this was "the best line I ever wrote". [2]

In-person demonstrations of affection for the ad by theater-goers have included cheering (particularly at the line "Somehow, heartbreak feels good in a place like this"), saluting, [4] and reciting the script in time with Kidman. [2] According to Vanity Fair , fans of the ad have also created shirts with Kidman's face on them, mash-up videos, TikToks, and even an eight-minute shot-by-shot analysis. [9] The outfit Kidman is wearing in the ad has also become a very popular meme and become quite popular to dress up as during 2022. According to Vulture, it was one of the "Best Meme Halloween Costumes" of 2022. [10] Ray, the chairman of AMC reported observing these unexpected audience reactions within weeks of the ad's debut. [4] A significant indicator of the commercial's cult following came in December 2021 when AMC began showing a reduced 30-second version in theaters in conjunction with the release of Spider-Man: No Way Home , which omitted the "heartbreak" line. The decision sparked outraged responses from fans, including a jocular Change.org petition demanding that AMC restore the "Kidman cut" (an allusion to the "Snyder cut" campaign). AMC relented and returned to showing the full-length version. [2] Kidman expressed surprise upon hearing of the ad's following in a January 2022 interview. [11] [12] Urban noted that he and Kidman never expected "in a million years... that [it would] be this cultural thing". [7] At the 95th Academy Awards, host Jimmy Kimmel included a joke about the ad during his opening monologue. [13]

Some of the various parodies included:

In response to audiences turning her into a meme, Kidman expressed that she has no regrets about her viral AMC campaign, saying, "You can meme me as much as you want." [6]

When AMC temporarily removed the ad ahead of the release of Kidman’s new film, Babygirl , fans surprisingly demanded its return, showcasing how the ad had become a beloved, if ironic, part of the movie-going experience. [23]

2024 update

Kidman's commercial was initially set to run until August 2022, for the duration of her one-year contract as the spokesperson for AMC. [2] In August 2022, AMC's CEO Adam Aron announced that Kidman would be signed as a spokesperson for another year. [11] [24] He also remarked that aligning with Kidman has been one of the most astute marketing strategies he’s been involved in over the past four decades. [25] Later the same month, Billy Ray stated that he had written a script for a follow-up, describing it as taking a "very different approach that is a little bit of a wink to the one we've already done". [26] Ray teased that the sequel possibly featured Kidman and more A-list actors. [27]

By May 2023, a version of another commercial had been written. Still, Aron was uncertain if that would result in the final product. Aron added that AMC hoped to have the new commercial debut later in 2023 or 2024 and hoped it would "live up to [audience's] expectations". [28] Beginning March 1, 2024, AMC introduced three new 30-second versions of the commercials that would appear before films, on a rotating basis; this was meant to replace the 60-second version that had been in use for the previous four years. [29] In March 2024, Kidman expressed her desire "to be onstage doing it with a drag queen." [30] In October 2024, Kidman confirmed that the sequel was in the process. [31]

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References

  1. ↑ "Odeon: We Make Movies Better by Elvis". thedrum. February 28, 2024. Archived from the original on January 27, 2025. Retrieved February 29, 2024.
  2. 1 2 3 4 5 6 7 8 9 10 Kring-Schreifels, Jake (March 23, 2022). "How the Magic of Nicole Kidman's Beloved AMC Commercial Was Made". GQ . Archived from the original on January 27, 2025. Retrieved January 27, 2025.
  3. 1 2 3 4 Rubin, Rebecca (September 8, 2021). "AMC Theatre Shells Out $25 Million for Ad Campaign to Get People Back to the Movies". Variety . Archived from the original on January 27, 2025. Retrieved January 27, 2025.
  4. 1 2 3 4 Rubin, Rebecca (September 2, 2022). "'Somehow, Heartbreak Feels Good in a Place Like This': How Oscar-Nominated Screenwriter Billy Ray Crafted Nicole Kidman's Iconic AMC Ad". Variety . Archived from the original on January 27, 2025. Retrieved January 27, 2025.
  5. 1 2 D'Alessandro, Anthony (September 8, 2021). "AMC Theatres Launches First-Ever $25M+ National Ad Campaign With Nicole Kidman, "We Make Movies Better"". Deadline Hollywood . Archived from the original on January 27, 2025. Retrieved October 2, 2022.
  6. 1 2 Bergeson, Samantha (November 18, 2024). "Nicole Kidman Has No Regrets About Her Viral AMC Campaign: 'You Can Meme Me as Much as You Want'". IndieWire . Archived from the original on November 18, 2024. Retrieved November 18, 2024.
  7. 1 2 Thomas, Carly (November 25, 2023). "Keith Urban Says Wife Nicole Kidman Never Expected Her AMC Ad to Become "This Cultural Thing"". The Hollywood Reporter . Archived from the original on January 27, 2025. Retrieved November 27, 2023.
  8. ↑ Klee, Miles (February 15, 2022). "The Cult of the Nicole Kidman AMC Commercial". MEL Magazine . Archived from the original on January 27, 2025. Retrieved January 27, 2025.
  9. ↑ Hoffman, Jordan (October 2, 2022). "Nicole Kidman's AMC Theaters Promo Is Only Slightly More Creepy As 'Saturday Night Live' Parody". Vanity Fair . Archived from the original on January 27, 2025. Retrieved December 2, 2022.
  10. ↑ Zhan, Jennifer (October 30, 2022). "Best Meme Halloween Costumes 2022: the AMC Commercial, Scary Movie 2, and More". Vulture . Archived from the original on January 27, 2025. Retrieved December 2, 2022.
  11. 1 2 Nolfi, Joey (August 5, 2022). "Heartbreak doesn't feel as good as Nicole Kidman extending her AMC commercial deal for 1 year". Entertainment Weekly . Archived from the original on January 27, 2025. Retrieved January 27, 2025.
  12. ↑ Ellwood, Gregory (January 14, 2022). "Nicole Kidman Talks 'Being The Ricardos' & Is Shocked Over The Love For Her AMC Theatres Ad [Interview]". The Playlist . Archived from the original on January 27, 2025. Retrieved January 27, 2025.
  13. ↑ Knolle, Sharon (March 12, 2023). "Jimmy Kimmel Pokes Fun at Austin Butler, Nicole Kidman's AMC Ad and Pauly Shore in Delightful Oscars Monologue". TheWrap . Archived from the original on January 27, 2025. Retrieved March 16, 2023.
  14. ↑ Schmidt, Joseph (October 2, 2022). "Nicole Kidman's Iconic AMC Commercial Reaches Cult Status on Saturday Night Live". comicbook. Archived from the original on March 5, 2024. Retrieved March 5, 2024.
  15. ↑ Nelson, Dustin (September 13, 2023). "Saw X parodies Nicole Kidman's AMC ad: 'Somehow, self-amputation feels good in a place like this'". Entertainment Weekly . Archived from the original on September 13, 2023. Retrieved March 28, 2024.
  16. ↑ Thrash, Steven (September 13, 2023). "AMC Don't Want to Play with Jigsaw; Demand Removal of Saw X Parody of Nicole Kidman's Ad Campaign". MovieWeb. Archived from the original on March 5, 2024. Retrieved March 5, 2024.
  17. ↑ SchneiderIlana, Michael (March 5, 2024). "'Live With Kelly and Mark' Hosts Preview Their Post-Oscar Special — and Parody That Nicole Kidman AMC Spot (EXCLUSIVE)". Variety . Archived from the original on March 5, 2024. Retrieved March 28, 2024.
  18. ↑ Kaplan, Ilana (March 27, 2024). "Nicole Kidman Approves of Olivia Rodrigo's Recreation of AMC Theatres Ad: 'Won Me Major Points with My Girls'". People . Archived from the original on March 27, 2024. Retrieved March 28, 2024.
  19. ↑ Dailey, Hannah (April 10, 2024). "Babyface Announces Las Vegas Residency With Spoof of Nicole Kidman's AMC Theaters Ad". Billboard . Archived from the original on April 10, 2024. Retrieved April 11, 2024.
  20. ↑ Davis, Clayton (April 27, 2024). "'Generous,' 'Elegant,' 'The Heart of a Lioness': Nicole Kidman Showered with Compliments at AFI Life Achievement Award Ceremony". Variety . Archived from the original on April 27, 2024. Retrieved April 28, 2024.
  21. ↑ Tinoco, Armando (April 27, 2024). "Morgan Freeman Spoofs Nicole Kidman's Viral AMC Spot At AFI Life Achievement Award Gala". Deadline Hollywood . Archived from the original on April 27, 2024. Retrieved April 28, 2024.
  22. ↑ Tinoco, Armando (June 10, 2024). "'The Summer I Turned Pretty' Cast Spoofs Nicole Kidman's Viral AMC Spot". Deadline Hollywood . Archived from the original on June 10, 2024. Retrieved June 10, 2024.
  23. ↑ Pisani, Joseph (January 31, 2025). "The Moviegoers Who Can't Get Enough of AMC's Annoying Nicole Kidman Ad". The Wall Street Journal . Archived from the original on January 31, 2025. Retrieved January 31, 2025.
  24. ↑ Zilko, Christian (August 5, 2022). "Nicole Kidman Will Remain the Face of AMC Theatres for Another Year". IndieWire . Archived from the original on August 5, 2022. Retrieved August 5, 2022.
  25. ↑ Rubin, Rebecca (May 1, 2023). "AMC Theatres CEO on Nicole Kidman's Next Ad and Partnering With Streamers Like Apple and Amazon". Variety . Archived from the original on May 1, 2023. Retrieved May 1, 2023.
  26. ↑ Murphy, Chris (August 31, 2022). "Nicole Kidman's Amazing AMC Ad Is Getting a Sequel". Vanity Fair . Archived from the original on January 27, 2025. Retrieved January 27, 2025.
  27. ↑ Foreman, Alison (September 5, 2022). "Nicole Kidman 'Inspired Every Word' of Iconic AMC Ad, Screenwriter Says". IndieWire . Archived from the original on September 5, 2022. Retrieved September 5, 2022.
  28. ↑ Devore, Britta (May 2, 2023). "Sequels Feel Good in a Place Like This, AMC CEO Confirms New Nicole Kidman Ad Coming Soon". Collider . Archived from the original on January 27, 2025. Retrieved May 2, 2023.
  29. ↑ Goldsmith, Jill (February 28, 2024). "AMC Theatres Enters "Phase 2" Of Nicole Kidman Preshow Campaign With Trio Of New Spots". Deadline Hollywood . Archived from the original on January 27, 2025. Retrieved February 29, 2024.
  30. ↑ Tinoco, Armando (March 19, 2024). "Nicole Kidman Says It's "My Dream" To Perform Viral AMC Spot With Drag Queen". Deadline Hollywood . Archived from the original on March 19, 2024. Retrieved March 19, 2024.
  31. ↑ Brathwaite, Lester Fabian (October 24, 2024). "Nicole Kidman hides her face when her AMC ad plays at the movies, says new ad is 'brewing'". Entertainment Weekly . Archived from the original on October 25, 2024. Retrieved October 25, 2024.
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