Nicole Kidman - AMC 2

Retail: AMC

Designing a cinematic creative campaign.

AMC: We make movies better.

After more than a year of movie-watching dominated by streaming platforms and at-home options, AMC Theatres wanted to remind and inspire moviegoers to come back to the theatre with a campaign just as cinematic as the movies themselves.


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.

Modern Consumer Insight

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.  


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.

Nicole Kidman


  • 391

    media stories.

  • 140

    online/print stories.

  • 251

    broadcast stories.

  • $1.1MM

    overall publicity value.

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