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AMC Team With Nicole Kidman For ‘First-Of-Its-Kind $25M+ National Advertising Campaign’

Screenshot from AMC Theatres’ YouTube

AMC Team With Nicole Kidman For ‘First-Of-Its-Kind $25M+ National Advertising Campaign’

By Movieguide® Staff

After Disney’s SHANG-CHI AND THE LEGEND OF THE TEN RINGS set a box office record for Labor Day weekend, AMC launched a campaign to encourage audiences to return to the traditional theatrical experience.

AMC Theatres released a trailer that featured Oscar winner Nicole Kidman as the spokesperson for the $25M+ multi-media ad campaign.

The ad campaign also adopted the slogan, “AMC Theatres. We Make Movies Better.”

“Discover where movies feel perfect and powerful. Get a sneak peek at the biggest advertising campaign any theatre chain has ever made, starring Academy Award winner @nicolekidman,” AMC Theatres announced via Instagram.

Deadline reported: “The campaign also will be used in nine countries in Europe by AMC’s Odeon Cinema Group with multiple 60-second, 30-second and 15-second spirited commercials. The ads will also be shown at AMC’s 600 U.S. locations. Directing the spots were two-time Academy Award nominee Jeff Cronenweth and Tim Cronenweth, and they were written by Oscar nominee Billy Ray.”

Chairman and CEO of AMC, Adam Aron, echoed his thoughts from CinemaCon on the importance of movie theaters.

“As we have said repeatedly of late, thanks to the billions of dollars we have raised this year, AMC is strong, and it is time for AMC to play on offense again. This first-of-its-kind $25M+ million national advertising campaign will reinforce what movie lovers in the United States and around the world know to be true, that at AMC Theatres ‘We Makes Movies Better,’” he said, adding: “For more than a century, movie theatres have not only survived but thrived. Through all the changing times in the world, through prosperity and despair, through emerging technology and expanding entertainment options and despite repeated imminent threats to the cinema business over the decades, movie theatres have remained a vital part of the cultural fabric of our society the world over.”

“Especially in recent years, AMC and other theatre chains have introduced sophisticated marketing programs to ensure our theatres are relevant,” he continued. “However, relying on ‘what’s always worked before,’ cinema operators have counted on others to undertake significant television advertising campaigns to drive audiences into our buildings. With all the change occurring in these uncharted waters in which we now navigate, we believe it is high time for an industry leader like AMC to go on television to remind today’s audiences of the magic that can only be found in a movie theatre and at AMC, with our big seats, our big sound and our big screens.”

Aron also commended Kidman for stepping into the role to lead the company’s campaign.

“No one says it better than Nicole Kidman when she points out how special it is to see ‘dazzling images on a huge silver screen.’ We are ever so grateful that Nicole brought her astonishing talent to AMC,” he said. “We are also appreciative to the Cronenweth’s for the beautiful direction and cinematography they brought to this project. Similarly, our hat is off to Billy Ray, whose scripts perfectly capture the allure and appeal of watching movies where they were meant
to be seen, at a theatre.”

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