AMC is once more having Nicole Kidman promote its “dazzling images on a huge silvah screen.”
Starting March 1, movie-goers will see a new 30-second version of the iconic movie theatre ad that plays before films. The updated spot follows a familiar formula — Kidman enters an AMC theatre in a sparkly pinstripe suit and waxes poetically on why people enjoy seeing films on the big screen with an accent that’s hard to pin down.
Kidman delivers new lines, such as “beautiful music soaring through” and “that’s magic,” with an inflection that’s easy to imagine audiences emulating as they recite along. AMC has also changed the films she’s watching to Elvis and Avatar: The Way of Water, which were released more recently than the films in the original ad.
The movie chain will release two more 30-second cuts in the coming months and begin rotating them. Each will highlight the grandiosity of seeing a movie in theatres.
AMC first released its $25 million Kidman campaign, We Make Movies Better, in 2021 to get cinephiles back in theatres after the pandemic.
In its Q4 earnings released on February 28, AMC CEO Adam Aron said that concert movies featuring Taylor Swift and Beyoncé are “literally” responsible for its 11% revenue growth to $1.1 billion and helped to offset a rocky 2023 beset by the SAG-AFTRA strike.
Maybe Swift or Beyoncé will be the next company spokesperson to opine on beautiful music soaring through theatres.
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