Will Nicole Kidman’s New AMC Theatres Advert Stick?


Does heartbreak nonetheless really feel good in a spot like this? Presumably it does, although the oft-repeated and now-infamous line from AMC Theatres’ long-running marketing campaign with Nicole Kidman is lacking from a brand new model of the advert that dropped right this moment.

The tweaked spot, which nonetheless showcases the Oscar-winning spokeswoman within the bedazzled pantsuit that impressed Halloween costume knock-offs, has a couple of updates in its fourth yr of life.

For example, Kidman recites the earnest monologue over on-screen clips of Avatar: The Manner of Water and Elvis, taking on for La La Land and Creed from the unique spot that launched in 2021, kicking off an unprecedented $25 million advertising effort and turning into a viral blockbuster.

The dialogue is barely totally different and probably much less meme worthy, with Kidman waxing on about “that indescribable feeling when the lights start to dim—dazzling photos on an enormous silver display screen, stunning music hovering via me.”

‘That’s magic’

The kicker has change into “That’s magic,” however the setup and the bones are just like the campy-serious anthem that has stored moviegoers hooting and cheering, typically paradoxically, because it nudged customers to return again in particular person in fall 2021 after Covid-era shutdowns. The tagline, “We make motion pictures higher,” stays, although the brand new advert is 30 seconds versus the 60-second OG business.

Throughout an earnings name earlier this week, AMC CEO Adam Aron stated there could be two extra variations of the Kidman advert, with a theater spokesman telling ADWEEK on Friday that these spots will premiere later this yr.

No phrase but on their scripts, although Oscar-nominated screenwriter Billy Ray has stated publicly that he’s been engaged on the sequels.

‘New advert who dis?’

Response thus far on social media is usually enthusiastic, with some followers saying “that is higher than Christmas” and declaring the advert “the perfect scene earlier than motion pictures begin” and “I really hope that y’all hold Nicole Kidman’s introduction for motion pictures for the rest of Eternity,” stated one commenter on X.

Others had increased expectations: “Please they solely modified one phrase?????? I wished an entire new monologue,” stated one fan, whereas one other quipped: “New advert who dis?”