Nicole Kidman's AMC Commercial

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Liclayrice Pizza @schmvngpctrs A couple just handed these out to everyone in the theater during the trailers?????? (After the "Don't Ruin the Movie" promo, a pair of heels should step into an AMC puddle. Please, if you're comfortable, stand up and recite along with Nicole:) WE COME TO THIS PLACE, FOR MAGIC WE COME TO AMC THEATRES TO LAUGH, TO CRY... TO CARE BECAUSE WE NEED THAT, ALL OF US THAT INDESCRIBABLE FEELING WE GET, WHEN THE LIGHTS BEGIN TO DIM AND WE GO SOMEWHERE WE'VE NEVER BEEN BEFORE NOT JUST ENTERTAINED, BUT SOMEHOW REBORN TOGETHER DAZZLING IMAGES, ON A HUGE SILVER SCREEN SOUND THAT I CAN FEEL SOMEHOW, HEARTBREAK FEELS GOOD IN A PLACE LIKE THIS OUR HEROES FEEL LIKE THE BEST PARTS OF US, AND STORIES FEEL PERFECT AND POWERFUL BECAUSE HERE.... THEY ARE AMC THEATERS: WE MAKE MOVIES BETTER ...

jeff @jeffreybozos nicole kidman got nominated for her amc comercial and you can't convince me otherwise oma 11:17 AM · Feb 8, 2022 · Twitter for iPhone

Jarett Wieselman ... @JarettSays The audience at #ScreamMovie last night audibly quoted and cheered for Nicole Kidman's AMC commercial. I love being gay.

Duchess Twigglyspat the Cinema Cat @loquaciousmuse ... OMG where are my Nicole Kidman AMC ad stans look what @xoxoGG got omg l'm dying omg Somehow heartbrenk feek- good 4:55 PM · Dec 25, 2021 · Twitter for iPhone In a place like this

Well, I don't know if you know this, but people love the line, "Somehow heartbreak feels good in a place like this," so much that they have printed it on T-shirts. Are you kidding? Oh no. It's real. Ask [your publicist]. She can send you stuff. It's a thing. Publicist: People have printed it out and handed it out in a theater so they could read it with you before a movie. What? Yes. It is a thing. No. Yes. What? And in fact, people were very upset because it was originally a minute long, and then they shortened it down to 30 seconds, and they cut that line out. Fans were going to see "Spider-Man: No Way Home" and they wanted to see it beforehand, and they were upset the line was missing. But it's a great line, right?

Alex Wyse ... @alexwyse if you're in an AMC and you don't give Nicole Kidman entrance applause when she steps in that puddle then you hate gays sorry folks I dont make the rules 11:37 AM · Feb 7, 2022 · Twitter Web App

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About

Nicole Kidman's AMC Commercial refers to a viral advertisement from September 2021 in which actress Nicole Kidman waxes rhapsodically about the magic of movie theaters for the theater chain AMC. The ad struck many as bizarre and uncanny, causing it to gain a cult following in the months after it was first posted, as well as being widely discussed on social media.

Origin

On September 8th, 2021, AMC posted a commercial starring Nicole Kidman in which Kidman speaks lovingly about movie theaters (shown below). In the ad, Kidman walks into an AMC theater, sits in an empty room and watches clips from films that were out at the time, including Jurassic World. On the AMC Theatres official YouTube channel, the video received over 193,000 views and 1,400 comments in roughly four months.

Spread

The commercial was quickly mocked by internet users after it aired on TV and was then shared online. The same day the ad was posted to YouTube, Twitter user @adamjmoussa^[1] tweeted, "the baffling Nicole Kidman AMC video has sent me into a tailspin," gaining over 40 retweets and 650 likes in four months (shown below, left). User @collinsapera^[2] joked, "when you die, Nicole Kidman watches your life in an empty AMC theater and determines your fate by pointing her thumb up or down," gaining six retweets and 115 likes in a similar timeframe (shown below, right).

adam ... @adamjmoussa the baffling Nicole Kidman AMC video has sent me into a tailspin 0:12 634.1K views AMC Theatres. We Make Movies Better. From AMC Theatres

new year same look same collin @collinsapera when you die, Nicole Kidman watches your life in an empty AMC theater and determines your fate by pointing her thumb up or down 2:16 PM · Sep 8, 2021 · Twitter for iPad

Despite the initial mockery, the commercial took on a cult following, as, over the following months, it began playing before films in AMC movie theaters. On December 13th, 2021, Redditor rpvee^[3] reported that when the ad played before a film in theaters, the audience started cheering and the man behind them recited it word for word. Twitter users reported similar experiences in the following months. On February 14th, 2022, Twitter user @iamwesley^[4] wrote, "I’ve been to 4 movies in the last 10 days and, at 3 of them, nearly sell-out crowds have recited the Nicole Kidman AMC commercial script like a sing-along" (shown below, left). On February 7th, user @alexwyse^[5] wrote, "if you're in an AMC and you don't give Nicole Kidman entrance applause when she steps in that puddle then you hate gays sorry folks I dont make the rules" (shown below, right).

Wes Ambrecht @iamwesley I've been to 4 movies in the last 10 days and, at 3 of them, nearly sell-out crowds have recited the Nicole Kidman AMC commercial script like a sing-along. John Rogers @jonrog1 · Feb 14 COVID may have damaged the movie business, but what will kill it is the 20 minute hard sell about how great it is to be back at the movies before every movie. I'm IN THE THEATER. You do not need to convince me to come here, as I *am, NECESSARILY, here in order to see this*. Show this thread 2:15 PM · Feb 14, 2022 · Twitter for iPhone

On January 14th, 2022, while the ironic support for the ad was growing, Nicole Kidman gave an interview in which she described her surprise at the response to the ad (excerpt shown below).^[6] On February 15th, Mel Magazine wrote an article about the ad's cult following.^[7]