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, who came to appreciate the unintentional campiness of its earnestly rhapsodic style and script, particularly the line "Somehow, heartbreak feels good in a place like this". It has inspired internet memes, parodies, and in-theatre audience participation rituals.
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 a number of films appear onscreen before her, including 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 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).
Production
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.
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. 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] 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 600 United States theater locations, as well as in nine European countries through Odeon Cinemas Group after the coming attractions.[5][6] 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 has 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 Nicole Kidman's face on them, mash-up videos, Tik Toks, and even an eight-minute shot-by-shot analysis.[7] 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.[8]
According to 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.[9][10]
On October 1, 2022, the commercial was parodied on the season 48 premiere of NBC's Saturday Night Live, with Chloe Fineman as Kidman. The skit received a strongly positive response from viewers and fans, who praised its faithfulness to it.[11]
Possible sequel
Kidman's commercial was initially set to run until August 2022, for the duration of her one year contract as spokesperson for AMC.[2] In August 2022, AMC's CEO announced that Kidman would be signed as spokesperson for another year.[9] 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".[12]
^ abcdefghiKring-Schreifels, Jake (March 23, 2022). "How the Magic of Nicole Kidman's Beloved AMC Commercial Was Made". GQ.
^ abcdRubin, Rebecca (September 8, 2021). "AMC Theatre Shells Out $25 Million for Ad Campaign to Get People Back to the Movies". Variety.
^ abcdRubin, 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.
^ abD'Alessandro, Anthony (September 8, 2021). "AMC Theatres Launches First-Ever $25M+ National Ad Campaign With Nicole Kidman, "We Make Movies Better"". Deadline Hollywood. Retrieved October 2, 2022.
^Klee, Miles (February 15, 2022). "The Cult of the Nicole Kidman AMC Commercial". MEL Magazine.
^"Nicole Kidman's AMC Theaters Promo Is Only Slightly More Creepy As 'Saturday Night Live' Parody". Vanity Fair. October 2, 2022. Retrieved December 2, 2022.
^Zhan, Jennifer (October 30, 2022). "Best Meme Halloween Costumes 2022: the AMC Commercial, Scary Movie 2, and More". Vulture. Retrieved December 2, 2022.
^ abNolfi, Joey (August 5, 2022). "Heartbreak doesn't feel as good as Nicole Kidman extending her AMC commercial deal for 1 year". Entertainment Weekly.
^Ellwood, Gregory (January 14, 2022). "Nicole Kidman Talks 'Being The Ricardos' & Is Shocked Over The Love For Her AMC Theatres Ad [Interview]". The Playlist.
^"Nicole Kidman's Iconic AMC Commercial Reaches Cult Status on Saturday Night Live".
^Murphy, Chris (August 31, 2022). "Nicole Kidman's Amazing AMC Ad Is Getting a Sequel". Vanity Fair.
January 26, 2023
nicole, kidman, theatres, commercial, september, 2021, theatres, began, airing, commercial, starring, actress, nicole, kidman, theaters, television, written, screenwriter, billy, intended, spur, theater, attendance, following, covid, pandemic, highlighting, ma. 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 who came to appreciate the unintentional campiness of its earnestly rhapsodic style and script particularly the line Somehow heartbreak feels good in a place like this It has inspired internet memes parodies and in theatre audience participation rituals We Make Movies BetterAgencyBarkley Inc ClientAMC TheatresMarketUnited States EuropeLanguageEnglishRunning time60 seconds 30 seconds 15 secondsProductMovie theatersRelease date s September 2021Written byBilly RayDirected byJeff Cronenweth Tim CronenwethStarringNicole KidmanProductioncompanyElvis 1 Budget 25 million Contents 1 Description 2 Production 3 Release 4 Impact 5 Possible sequel 6 ReferencesDescription EditExternal video The full 60 second version of the commercial via YouTubeThe 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 a number of films appear onscreen before her including 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 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 Production Edit 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 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 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 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 EditThe ad began airing on television in September 2021 It was also played at AMC 600 United States theater locations as well as in nine European countries through Odeon Cinemas Group after the coming attractions 5 6 According to AMC this was the first national ad campaign from a movie theater chain 3 Impact EditThe commercial s grand style and the earnest melodrama of Kidman s monologue has 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 Nicole Kidman s face on them mash up videos Tik Toks and even an eight minute shot by shot analysis 7 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 8 According to 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 9 10 On October 1 2022 the commercial was parodied on the season 48 premiere of NBC s Saturday Night Live with Chloe Fineman as Kidman The skit received a strongly positive response from viewers and fans who praised its faithfulness to it 11 Possible sequel EditKidman s commercial was initially set to run until August 2022 for the duration of her one year contract as spokesperson for AMC 2 In August 2022 AMC s CEO announced that Kidman would be signed as spokesperson for another year 9 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 12 References Edit Odeon We Make Movies Better by Elvis a b c d e f g h i Kring Schreifels Jake March 23 2022 How the Magic of Nicole Kidman s Beloved AMC Commercial Was Made GQ a b c d Rubin Rebecca September 8 2021 AMC Theatre Shells Out 25 Million for Ad Campaign to Get People Back to the Movies Variety a b c d 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 a b D Alessandro Anthony September 8 2021 AMC Theatres Launches First Ever 25M National Ad Campaign With Nicole Kidman We Make Movies Better Deadline Hollywood Retrieved October 2 2022 Klee Miles February 15 2022 The Cult of the Nicole Kidman AMC Commercial MEL Magazine Nicole Kidman s AMC Theaters Promo Is Only Slightly More Creepy As Saturday Night Live Parody Vanity Fair October 2 2022 Retrieved December 2 2022 Zhan Jennifer October 30 2022 Best Meme Halloween Costumes 2022 the AMC Commercial Scary Movie 2 and More Vulture Retrieved December 2 2022 a b Nolfi Joey August 5 2022 Heartbreak doesn t feel as good as Nicole Kidman extending her AMC commercial deal for 1 year Entertainment Weekly Ellwood Gregory January 14 2022 Nicole Kidman Talks Being The Ricardos amp Is Shocked Over The Love For Her AMC Theatres Ad Interview The Playlist Nicole Kidman s Iconic AMC Commercial Reaches Cult Status on Saturday Night Live Murphy Chris August 31 2022 Nicole Kidman s Amazing AMC Ad Is Getting a Sequel Vanity Fair Retrieved from https en wikipedia org w index php title Nicole Kidman AMC Theatres commercial amp oldid 1134034970, wikipedia, wiki, book, books, library,
