AMC Theatres Announces Three New Ads Starring Nicole Kidman

AMC Theatres launched a captivating ad campaign titled “We Make Movies Better,” featuring none other than the esteemed Oscar-winning actress Nicole Kidman. The campaign immediately garnered attention for its evocative tagline, "Somehow, heartbreak feels good in a place like this."

This campaign marked a significant moment for AMC Theatres, as it sought to reaffirm its position as a premier destination for movie enthusiasts. With Kidman as the face of the campaign, AMC aimed to evoke the emotional resonance and communal experience of watching films on the big screen. The poignant line, delivered by Kidman, encapsulated the unique atmosphere and emotional depth that movie theatres offer—a sentiment that resonated deeply with audiences.

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As the ad gained traction and recognition, it became synonymous with AMC's commitment to providing unparalleled cinematic experiences. The combination of Kidman's star power and the heartfelt message struck a chord with viewers, solidifying the campaign's impact and imprinting it in the collective consciousness of moviegoers.

Marking the campaign’s one-year milestone, Oscar-nominated screenwriter Billy Ray delved into the process of crafting this iconic AMC ad during an interview. Ray reflected on the essence of the movie-going experience, pondering why communal storytelling remains vital. He articulated his realisation that movies offer viewers cathartic experiences, allowing them to witness characters endure turmoil and heartache. 

The line about heartbreak, according to Ray, captures the cleansing aspect of watching characters navigate emotional upheaval on screen, providing a vicarious outlet for audiences. He remarked, "They're walking through the devastation for us. And, so, our heartbreak does feel good in a place like that."

To celebrate the ad’s theatrical debut at AMC locations nationwide, the company announced plans to showcase two additional versions of the original pre-show ad in the months ahead. Despite variations, the central message of the campaign remains consistent: AMC Theatres promises state-of-the-art technology, luxurious amenities, and an unwavering dedication to delivering unparalleled cinematic experiences.

-Sushmita Sarkar