As a result of Nicole Kidman’s endorsement of AMC Theatres, a cultural phenomenon has begun and will likely continue for at least another year. Variety reports that AMC Entertainment chairman and CEO Adam Aron discussed the company’s finances and the narrowing of their loss margin thanks to movies like Top Gun: Maverick and Elvis, but Aron also announced that Kidman had signed on for another year as the company’s ambassador.
Which, to be honest, is the day’s best piece of news.
For those who haven’t seen the commercial yet, it opens with Kidman stepping across a puddle, with the AMC theatre’s emblem mirrored in the water. After Kidman enters the cinema, a montage of film clips plays while she gushes over the power of the silver screen. Fans often mention it on social media, and the ad itself has gained notoriety. This advertisement has become the inspiration for innumerable memes and phrases, all of which are fitting forms of acclaim. “The magic is why we’re here. All of us need to be entertained, moved, and cared about, so we go to AMC cinemas to get our fix. The ineffable sensation of entering a new and unfamiliar world when the lights go out.
In addition to being amused, you and your companion will also feel like you’ve been reborn. Images that dazzle on a massive silver screen. Perceivable sound. Breakups are better here, for some reason. In many ways, our heroes represent who we truly are at our finest. Also, stories have a potent and satisfying effect. For the simple reason that they have arrived.” Being shown in movie theatres once again after a year’s break? Or another advertisement with the same mood? There’s a natural harmony about it. Many audiences at the movies I’ve recently seen have applauded and cheered during the commercial. Yes, I contributed to the jubilation, but it’s something we’ve all accepted. That Kidman will continue to serve as AMC’s face for at least another year is strangely comforting.
Whatever they decide to do with Kidman, at least we know that heartbreak does genuinely feel nice in a location like this and always will. There is no word on whether the ad will alter or whether it will be put up in the same type of way as it is now, with the montage showcasing new movies.