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.