Moviegoers visiting AMC Theatres will be greeted by a fresh set of Nicole Kidman visuals come March 1.
The theater chain is gearing up to release three new versions of the popular “We Make Movies Better” ad featuring the Academy Award-winning actress.
“We’re going to show three different reels on a rotating basis starting on March 1. You’ll see a different reel just before the movie begins,” AMC Theatres CEO Adam Aron said during Wednesday’s earnings conference call.
The Unexpected Success of Nicole Kidman’s AMC Ad
The original ad, featuring Kidman's line, "Somehow, heartbreak feels good in a place like this," resonated with audiences and became an unexpected pop culture phenomenon.
“We Make Movies Better” premiered in September 2021 during the release of Marvel’s “Shang-Chi and the Legend of the Ten Rings,” which went on to take the top spot on the list of highest-grossing movies during Labor Day weekend.
The ad spawned numerous memes and parodies, including a memorable one on "Saturday Night Live."
In 2023, “Saw X” also parodied it in its trailer, with its version saying, “Somehow, self-amputation feels good in a place like this.”
Although no other details have been released about the 30-second ads that will be launched on March 1, they will not veer away from the original.
“The main theme of the campaign remains the same: With state-of-the-art technology, luxurious amenities, and an unwavering commitment to excellence, AMC Theatres is the ultimate destination for moviegoers seeking unparalleled cinematic experiences. Quite simply, ‘We Make Movies Better,’” a spokesperson said in a statement.
The release of the three new Kidman ads will coincide with the premiere of “Dune Part 2,” which is expected to become one of the top-grossing movies this year.
