New AMC Theatres Campaign Featuring Nicole Kidman Set to Premiere in March

AMC to Debut 3 New Nicole Kidman Ads in Theaters Starting in March

Nicole Kidman. Rich Fury/Getty Images

Heartbreak still feels good in a place like this. AMC is launching three new preshow ads with Nicole Kidman as part of their “We Make Movies Better” campaign.

Beginning March 1, movie lovers at AMC Theatres across the country can enjoy three 30-second ad spots starring the 56-year-old Kidman. AMC gave a sneak peek of the new ads earlier this week, unveiling a fresh version of the famous commercial on Wednesday, February 28.

The new version of the ad features newer films like Elvis and Avatar: The Way of Water, instead of La La Land and Jurassic World. Nicole Kidman recites new dialogue and praises the beautiful music in the clip. She ends the ad with a powerful whisper, saying, "That's magic."

AMC CEO Adam Aron mentioned during a quarterly earnings call that viewers won't see three consecutive ads when watching a movie. Moving forward, three different Nicole Kidman spots will randomly appear in theaters before the show starts.

The revamped ad, which debuted in September 2021, was designed to entice movie enthusiasts back to cinemas after the challenges posed by the COVID-19 pandemic and subsequent lockdown. Crafted by screenwriter Billy Ray, known for his work on the 2012 film adaptation of The Hunger Games, the ad stars Kidman dressed in a stylish gray-and-silver pinstripe suit by Michael Kors. (This iconic suit was recently sold at a Sotheby's auction for an estimated price ranging from $5,000 to $10,000.)

AMC to Debut 3 New Nicole Kidman Ads in Theaters Starting in March

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“Somehow, heartbreak feels good in a place like this,” Kidman says, reciting the line that quickly became a meme among moviegoers.

The 60-second promo video has become incredibly popular since it first aired. It has inspired Halloween costumes, a parody on SNL, and even a joke from Jimmy Kimmel at the Oscars. Kimmel joked about Nicole Kidman being freed from the abandoned AMC where she appeared in the ad for almost two years. Fans have shown their support by posting videos on TikTok and quoting Kidman's lines in actual AMC theaters.

Aron, the creator of the ad, mentioned in his announcement of three new ads that the original commercial has become a significant part of American culture. In a 2022 interview with Variety, Aron described the ad as the best work of his career.

AMC has taken advantage of the success of the viral ad campaign by launching Kidman-inspired pinstripe merchandise. The specific details of the new ads have not been revealed yet, but fans can anticipate a similar cinematic feel and a stellar performance from the adored actress.

According to a statement given to Variety by an AMC spokesperson, the main message of the campaign remains consistent: AMC Theatres offers top-notch technology, luxurious amenities, and a strong dedication to providing excellent experiences for movie enthusiasts. In short, AMC strives to enhance the movie-watching experience with their commitment to making movies better.

Editor's P/S:

The article highlights the impact of AMC's ad campaign featuring Nicole Kidman, which has resonated with moviegoers and become an iconic part of American culture. The new series of ads promises to continue the trend, offering viewers a cinematic experience with Kidman's enchanting presence. As a movie enthusiast, I am eager to see the new ads and appreciate the dedication of AMC to enhancing the movie-watching experience. I believe the campaign will further solidify AMC's position as a leader in the industry and inspire even more people to embrace the magic of the cinema.

Additionally, the article underscores the power of marketing campaigns in shaping public perception and creating memorable moments for consumers. The original ad featuring Kidman's heartfelt monologue has left an enduring mark on popular culture, demonstrating the effectiveness of storytelling and emotional connection in advertising. The new ads present an opportunity to build upon this success and further strengthen the bond between AMC and movie lovers, creating a positive and memorable association with the brand.