Designing a
cinematic creative
campaign.

Movie-lovers thought streaming movies from the comfort of their couches would be the ultimate viewing experience. After a year at home, they missed the magic that can only be experienced at the movie theater. In fact, AMC member data showed members were more excited to return to the movies than they were to see friends.

Last year presented AMC Theatres with the most challenging market conditions in their 100-year history, having locations shuttered for months and Hollywood blockbusters largely sitting out of 2020. But, going to the movie theatre was one of the experiences people missed the most this last year. There was no substitute for the full sensory theatre experience. As blockbusters returned to the big screen, AMC needed to passionately remind people of the power of seeing a film at AMC Theatres and how AMC makes movies better.

We created the industry’s first national television campaign with a 60-second spot featuring Academy Award winner Nicole Kidman. In it, she reminds people of the power of seeing a film at AMC Theatres: the larger-than-life screen, the perfect surround sound, and the communal amplification of emotions you experience in a theatre that you can’t get anywhere else. To bring the work to life, we partnered with director Jeff Cronenweth, the Oscar-nominated cinematographer known for films such as Fight Club and The Girl with the Red Dragon Tattoo. We also developed the script in partnership with Academy Award-nominated screenwriter Billy Ray, best known for The Hunger Games and Captain Phillips. The result? A memorable spot with a cinematic beauty that evokes the magic of film. The campaign runs on national television, paid social, OLV, OOH, email and  . . .  in an AMC theatre near you.

Variety: AMC Theatre Shells Out $25 Million for Ad Campaign to Get People Back to the Movies

Hollywood Reporter: AMC Theatres Enlists Nicole Kidman for $25M Ad Campaign Amid Delta Variant Threat

AdAge: Nicole Kidman tempts you back to the movie in AMC’s largest-ever campaign

AdWeek: Nicole Kidman joins AMC Theatres in $25 Million campaign to get you back in the multiplex

Daily Mail: Nicole Kidman stars in AMC Theatres’ $25+ million national advertising campaign… the first-ever for a major theatrical exhibitor

Business Insider: AMC is spending $25 million to try to convince you seeing movies in theaters is better than watching them from your couch

Deadline: AMC Theatres launches first-ever $25M+ national ad campaign with Nicole Kidman, “We Make Movies Better”

CNN: AMC Theatres, in a shift, rolls out $25 million ad campaign starring Nicole Kidman

Fox Business: Nicole Kidman starring in AMC Theatres’ $25 million ad campaign

Media Post: AMC Theatres unveils first national movie theater campaign, $25M ad budget mostly for TV