Nicole Kidman tempts you back to the movies in AMC's largest-ever campaign

The star tries to conjure up the magic of cinema as movie theaters reopen

Published On
Sep 08, 2021

Editor's Pick

AMC Theatres has tapped Nicole Kidman to bring Hollywood magic to a new ad designed to tempt moviegoers back to the cinema.

In "We Make Movies Better," what AMC says is the largest campaign in its 101-year history, Kidman speaks about the cinematic magic that you can't experience on your couch, including the sound, screen size and intensity of emotion that you feel when stories are played out on a big screen.

As well as Kidman, who delivers her lines with the kind luminosity you'd expect, agency Barkley tapped other A-List talents, including director team of Jeff and Tim Cronenweth, known for films such as "Fight Club" and "The Girl with the Red Dragon Tattoo," and screenwriter Billy Ray ( "The Hunger Games" and "Captain Phillips" ).

AMC Stubs members will receive an email announcing the campaign with a link to view the main spot, seen here, which will also begin running in-theater pre-show. The full campaign, including two shorter spots, will run on national TV, with social, online video and out-of-home elements.

The push comes as movie theaters are banking on several big box office releases to boost in-person moviegoing this fall, including the James Bond film "No Time to Die" and a new version of "Dune." However, some big openings, such as Paramount's "Top Gun" remake, and "Mission Impossible 7," have been delayed due to ongoing coronavirus concerns.


Sep 08, 2021
Client :
AMC Theatres
Agency :
Chief Marketing Officer :
Stephen Colanero
VP Theater Marketing :
Carrie Trotter
VP Executive Creative Director :
David Codding
Director Media :
Alicia Cook
Associate Creative Director :
Jill Cooper
Executive Creative Director :
Berk Wasserman
SVP Creative :
Sam Bonds
Senior Copywriter :
David Jarvis
Associate Creative Director :
Brandon Bennett
Chief Creative Officer :
Katy Hornaday
Strategy Director :
Molly Griffin
Chief Strategy Officer :
Chris Cardetti
Associate Strategist :
Andi Gottlieb
SVP Brand Leader :
John Hornaday
Brand Manager :
Kackie Sitton
Brand Supervisor :
Jennifer Nasuti
Producer :
Christopher Webb
SVP Head of Integrated Production :
Melany Esfeld
Senior Producer :
Domenic Caruso
Executive Producer :
Shawn Wallace
Project Manager :
Devin McDermott
Design Director :
Thomas Price
SVP Managing Design Director :
Travis Kramer
Senior Designer :
Alyson Jack
Designer :
Micaela Clarke
Media Activation Supervisor :
Allison Miller
VP Media :
Brie Hess
Senior Media Planner :
Elizabeth Corcoran
Media Planning Supervisor :
Jessica Cassin
Director Media Buying :
Kate O’Rourke
Production :
Wondros Collective
Director :
Tim Cronenweth
Director :
Jeff Cronenweth
DP :
Jeff Cronenweth
Executive Producer :
Danielle Peretz
Head of Production :
Gareth Wood
Producer :
Richard Berman
Editorial :
The Den Editorial
Producer :
Jessica Mann
Editor :
Chistjan Jordan
Assistant Editor :
James Bird
Moving Picture Company
Executive Producer :
Karena Ajamian
Producer :
Michael Heil
Lead Flame Artist :
Andre Areval
Color :
Company 3
Senior Colorist :
Stefan Sonnenfeld
Executive Producer :
Ananda Reavis
VP of Short Form :
Ashley McKim
Senior Producer :
Blake Rice
Logo Animation :
Intake Studios
Executive Producer :
Heath Balderston
Managing Producer :
Craig Johns
Creative Director :
Brian Simpson
3D / Motion Graphic Artist :
Brandon Duncan
3D / Motion Graphic Artist :
Sean McKeon
Audio :
Lime Studios
Executive Producer :
Susie Boyajan
Senior Producer :
Kayla Phungglan
Audio Engineer :
Zac Fisher
Audio Assistant :
Michael Baran
Music :
Human Worldwide
Composer :
Seth Fruiterman
Composer :
John Chris Barnes
Sound Mixer :
Daniel Molina
Creative Lead :
Craig Deleon
Producer :
Joshua Green
Executive Producer :
Carol Dunn

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