Why do we like Nicole Kidman's AMC ad so much?
Before seeing Scream 6 at my local AMC theater, I got the advertisement that’s played before every general screening at this chain’s various locations for the last two years. It’s that Nicole Kidman advertisement where this famous performer waltzes into an AMC and waxes poetic on the virtues of seeing films theatrically. Now, this was a jam-packed house of people all juiced up with excitement to see Ghostface slash people, not to mention there were lots of queers in the house .
The passion for Nicole Kidman’s AMC exploits borne out of routine is simultaneously nothing new and yet also unprecedented. On the one hand, pre-movie bumpers promoting the theater you’re in are nothing new and have often garnered affectionate fanbases. Most notably, the Let’s All Go to the Lobby promo from 1957 also became a pop culture phenomenon and, much like the Nicole Kidman AMC ad, featured its own easily memorizable dialogue that made it easy to mimic.
Still, even recognizing how widespread AMC’s global reach is, there’s something much more innocent going on when it comes to why this ad has become so popular. For one thing, it’s such an unabashedly dramatic and theatrical ad. It’s not interested in making movies seem like an out-of-touch studio executive’s idea of what kids must think “hip” is. It’s just here to inject an extra dose of bombast into your cinematic experience.
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