Table of Contents
She may be one of the most acclaimed and versatile actresses in Hollywood, but Nicole Kidman had no clue that her latest role would turn her into an internet sensation. The Oscar-winning star of The Hours, Moulin Rouge, and Big Little Lies is the face and voice of a movie theater ad that has gone viral for its over-the-top ode to the magic of cinema.
In an exclusive interview with Access Hollywood, Keith Urban, Kidman’s husband of 15 years and a Grammy-winning country singer, opened up about his wife’s surprise hit ad for AMC Theatres, the largest movie theater chain in the U.S. and Europe. The ad, titled We Make Movies Better, was launched in September 2021 and has since become a source of memes, parodies, and in-theater audience participation rituals among moviegoers and online users.
Urban revealed that Kidman had no idea that her ad would be such a big hit, and that she was just doing a favor for a friend who wrote the script. “She was never in a million years expecting it to be this cultural thing,” he said. “She just thought it was a nice little ad for AMC, and she loves movies, so she was happy to do it.”
He added that Kidman was initially unaware of the online buzz that her ad generated, and that he was the one who showed her some of the hilarious memes and videos that people made using her ad. “She was like, ‘What is this? What are they doing?’ She was so confused,” he said. “But then she saw the humor in it, and she was very flattered and amused by the creativity of the fans.”
Nicole Kidman’s AMC Ad Goes Viral
The ad, titled We Make Movies Better, was launched in September 2021 by AMC Theatres, the largest movie theater chain in the U.S. and Europe. It was written by screenwriter Billy Ray, who worked with Kidman on the 2015 film Secret in Their Eyes, and directed by brothers Jeff and Tim Cronenweth, who collaborated with Kidman on the 2021 film Being the Ricardos. The ad shows Kidman entering and sitting alone in an empty AMC theater while delivering a rhapsodic monologue on the pleasures of the moviegoing experience, such as the “indescribable feeling we get when the lights begin to dim and we go somewhere we’ve never been before”. The ad also features clips from various blockbuster films, such as Star Wars, Jurassic World, Wonder Woman, and La La Land.
The ad became a surprise hit among audiences, who came to appreciate the unintentional campiness of its earnestly rhapsodic style and script, particularly the line “Somehow, heartbreak feels good in a place like this”. The ad has spawned countless internet memes, such as photoshopping Kidman into different movie scenes or replacing her with other celebrities, such as Tom Cruise, Dwayne Johnson, or Meryl Streep. The ad has also inspired parodies, such as a Saturday Night Live sketch featuring Kate McKinnon as Kidman, who breaks the fourth wall and interacts with the audience, or a TikTok video by comedian Sarah Cooper, who lip-syncs to Kidman’s voice while making exaggerated facial expressions and gestures.
But the ad’s popularity is not limited to the online world. Many moviegoers have also adopted the ad as a part of their in-theater experience, creating rituals and traditions around it. Some fans have memorized the entire script and recite it along with Kidman, while others cheer and clap at certain moments, such as when Kidman says “I love movies” or when the AMC logo appears. Some even dress up as Kidman or bring props, such as popcorn, sunglasses, or a red coat, to mimic her look in the ad. The ad has become a bonding activity and a conversation starter for many movie lovers, who share their reactions and impressions on social media or with their friends and family.
- Nicole Kidman starred in a movie theater ad for AMC Theatres, which was written by Billy Ray and directed by Jeff and Tim Cronenweth.
- The ad features Kidman delivering a passionate speech about the joys of watching movies on the big screen, while showing clips from various blockbuster films.
- The ad became a viral hit, as people found it amusing and campy, and created memes, parodies, and in-theater rituals around it.
- Keith Urban, Kidman’s husband, told Access Hollywood that Kidman had no idea that her ad would be so popular, and that he showed her some of the online reactions. He said that Kidman was confused but flattered and amused by the fans’ creativity.