Nicole Kidman: ‘I’ll Do Whatever It Takes’ to Save Cinemas with Viral AMC Ads

Samantha Bergeson
·2 min read

Aquaman’s mom Nicole Kidman is a superhero of cinemas, thanks to her enduringly viral AMC ads.

The Oscar winner starred in an infamous 2021 campaign for the largest U.S. theater chain — new versions of the ad are currently rolling out. In a recent cover story for Elle, Kidman spoke about her newfound commercial calling as a way to save theaters from extinction.

More from IndieWire

“It was just the desire to keep cinemas alive,” Kidman said. “I’ve had the best experiences in cinema. I’d pretend I was going to school; I’d forge a note, and I’d go and sit in a movie theater. That’s a safe haven for me, so the idea of those not existing — that’s just not part of the equation in my lifetime.”

Kidman continued, “If that’s what it takes, I’ll do whatever it takes. We have to have some more ideas for the next one.”

Get your popcorn — and your hooded raincoats — ready.

The AMC ad was filmed over one weekend while Kidman had a break in production on Prime Video film “Being the Ricardos.” Kidman recruited the feature’s cinematographer Jeff Cronenweth and Oscar-winning screenwriter Billy Ray to craft the ad, which has since been parodied on “Saturday Night Live” in part for the line: “Somehow, heartbreak feels good in a place like this.”

Speaking of live, Kidman would like a very specific crack at acting out the ad live: “My dream will be to be onstage doing it with a drag queen,” the “Expats” star said. “I’ve got to be able to do that at some point.”

AMC Entertainment chief Adam Aron said that more Kidman-fronted ads will debut in March 2024 in theaters, with a recut version of the 2021 campaign titled “We Make Movies Better.” Plus, a brand new ad is in the works with the “First Lady of AMC” Kidman, as Aron called the actress/producer.

“Becoming associated with her has been one of the smartest marketing decisions that I’ve been a part of for the last 40 years,” Aron told Variety in 2023.

Another Kidman feature will most likely be coming to theaters soon enough, with the star leading an erotic thriller opposite Harris Dickinson for A24. The film, titled “Babygirl,” will be directed by “Bodies Bodies Bodies” director Halina Reijn and center on a successful CEO (Kidman) who begins an illicit affair with her much younger intern (Dickinson).

Best of IndieWire

Sign up for Indiewire's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.