In the fall of last year, it was announced that Nicole Kidman partnered with AMC Theatres for a $25+ million advertising campaign, never done by any theatre chain before. The campaign would focus on commercials starring Kidman, resulting in the production of a minute-long ad entitled "We Make Movies Better." The ad is meant to play before every feature presentation at each AMC theatre, and it follows Kidman walking into an AMC building from a rainy, empty parking lot while delivering a dramatic monologue—which includes lines like: "Somehow, heartbreak feels good in a place like this"—about the power of the movies, as she watches a montage of movies playing. Becoming an instant pop culture sensation, Kidman's viral ad was parodied, praised, memed, and even printed on shirts.
Now, AMC has announced that Kidman has signed on to be the public face of the theatre chain for another year. Per Seeking Alpha, AMC Entertainment chairman and CEO Adam Aron made an announcement during AMC's Quarter 2 earnings call for 2022, revering Kidman's ad as iconic and explaining how their campaign was so effective that it resulted in them booking her for another full year. Read Aron's full quote below:
"As Nicole Kidman reminders us in AMC’s now iconic and revered advertising campaign, ‘Given that Hollywood has great stories to tell. It's clear that movie fans are ever so eager to enjoy those dazzling images on AMCs huge solo screens.’ On speaking of Nicole, our ad campaign was so effective that we signed her to be our spokesperson for another full year."
While AMC was struggling for a bit amidst the pandemic, Kidman came to their rescue with her ad, not only surprising movie-goers but keeping them coming back, leading to a healthy box office this past quarter. She even played a part in aiding the success of her ex-husband's movie Top Gun: Maverick, as summer blockbusters like this sequel and Jurassic World: Dominion helped lift AMC's earnings. It's no wonder they'd want her back after such an effective and well-received ad campaign.
While there's currently no news on whether AMC will continue to use the same ad for the second year or if they'll produce a new one, no matter what, it seems the theater chain and its audiences can count on Kidman for a great one. And it's not just fans who can now rejoice at this news, but it can be assumed that Kidman will be pleased to continue her time with AMC as well. Kidman reacted to the ad's popularity earlier this year, expressing her passion for cinema and the positive reception she's received, saying, "This must not go away. We have to have cinema." So whatever AMC Theatres ends up going with ad-wise, in their second year with Kidman, there's no taking away from the iconic status of that first ad.
Source: Seeking Alpha