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HomeMoviesNicole Kidman's new AMC ad savaged online: 'Count as treason'

Nicole Kidman’s new AMC ad savaged online: ‘Count as treason’


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Nicole Kidman’s second crack at starring in advertisements for the AMC film chain — after her first AMC “heartbreak” advert marketing campaign in 2021 went viral — was panned within the pop-culture zeitgeist after premiering March 1.

Some followers vented their displeasure on X after the primary new advert appeared — feeling let down after Kidman’s unique advert was each beloved and lampooned when it first appeared in AMC theaters 2½ years in the past.

“So the brand new Nicole Kidman AMC advert is sort of precisely the identical. It’s like one line totally different and he or she’s watching Elvis and Avatar 2 as a substitute of Marvel Girl and La La Land,” @awkwardpancake wrote on X (previously Twitter).

Certainly, the brand new advert has been tweaked from the unique model — and even eliminated Kidman’s iconic line from the 2021 model: “In some way, heartbreak feels good in a spot like this.”

The brand new marketing campaign, which can play in AMC Theatres, kicked off Friday and can consist of three advertisements.

Nicole Kidman at the beginning of the 2021 AMC Theatres advert that ended up going viral. Youtube/AMC

AMC will rotate in two different never-before-seen-in-theaters variations of the unique pre-show advert over the approaching months.

Within the new advert unveiled Friday, Kidman seems in the identical jumpsuit as she did within the unique, however as a substitute of watching scenes from “La La Land” and “Creed” flicker on the display, she’s watching scenes from “Avatar: The Manner of Water” and Baz Luhrmann’s “Elvis.”

According to Adweek.com, Kidman’s dialogue can also be barely totally different — “that indescribable feeling when the lights start to dim — dazzling photographs on an enormous silver display, stunning music hovering by me,” and the advert’s new kicker is: “That’s magic.”

“I would like whoever’s thought it was to chop the Nicole Kidman AMC industrial shorter to be held accountable,” @boredandtiredok wrote on X. “They should pay for his or her crimes. This could rely as treason and I’m so severe …”

One other X poster, @jupesclaim, additionally decried the shortened advert.

“Simply completed watching dune 2 and my largest take away is that THEY SHORTENED THE NICOLE KIDMAN AD?? want 5-10 enterprise days to grieve this i concern,” they wrote.

Nicole Kidman within the 2021 advert as she sits in an empty theater and is entranced by the flicks on the display. Youtube/AMC

In the meantime, @icka_pendrick took offense to AMC eradicating Kidman’s unique tagline from the 2021 advert.

“New Nicole Kidman advert, they eliminated the long-lasting line: ‘heartbreak feels good in a spot like this.’


One other X person, @realjaredgilman, claimed that the brand new advert was an edited knockoff of the unique. “Discovering out that the brand new nicole kidman amc advertisements are simply alt takes of the unique,” he wrote over a photograph of James Gandolfini as Tony Soprano in “The Sopranos” with the traces, “How can this occur? How may this occur?”

“Babe, get up! AMC launched a brand new model of the Nicole Kidman advert with one new clip and one and a half new traces!” X person @michaelcollado posted on X.

Not all of the criticism was harsh, nonetheless.

“General it’s strong however not on the extent as the unique advert,” @ccortave24 wrote on X. “It’s gonna take a while getting used to but it surely was superior seeing Nicole earlier than a film once more this yr!”

AMC launched an announcement explaining the brand new marketing campaign earlier than the primary new advert dropped.

Nicole Kidman reacts to the film clips she’s watching, together with “La La Land,” within the 2021 advert. Youtube/AMC

“The principle theme of the marketing campaign stays the identical: With state-of-the-art know-how, luxurious facilities, and an unwavering dedication to excellence, AMC Theatres is the last word vacation spot for moviegoers searching for unparalleled cinematic experiences,” the assertion learn.

“Fairly merely, We Make Motion pictures Higher.”

The unique advert featured the elegantly dressed Oscar winner strolling into an AMC theater after a rainstorm (“We come to this place for magic”) and strolling up the aisle to take her seat as she rattled off causes that individuals love the flicks a lot. (“That indescribable feeling we get when the lights start to dim.”) She then took her seat within the empty theater and watched clips from films together with “La La Land,” “Creed” and “Star Wars: The Pressure Awakens.”

(There have been totally different films proven within the 15 and 30-second variations of the advert.)

Kidman then delivered the tagline, “In some way, heartbreak feels good in a spot like this.”

The advert instantly entered into pop-culture lore … and even has its personal Wikipedia entry.

The industrial was lampooned in a skit on “Saturday Night time Stay,” by which Chloe Fineman performed the Australian actress as a cult-like chief with superpowers entrancing a complete film viewers — ending with a popcorn-munching moviegoer (Kenan Thompson) blurting out, “What the f–okay simply occurred?”

Jimmy Kimmel additionally poked enjoyable on the advert in his opening monologue on the 2023 Oscars — with Kidman within the viewers.

Jan. 21: Nicole Kidman arrives on the pink carpet for the premiere of her Prime Video collection “Expats” on the Museum of Fashionable Artwork in Manhattan. John Angelillo/UPI/Shutterstock

“I additionally wish to say that I’m joyful to see that Nicole Kidman has lastly been launched from that deserted AMC, the place she’s been held captive for nearly two full years now,” Kimmel joked on the time.

“It’s good to have you ever again, Nicole, and thanks for encouraging individuals who had been already on the films to go to the movie show.”

Final November, Kidman’s husband, Keith City, mentioned his spouse was stunned on the response to the viral advert, which was additionally changed into a broadly circulated meme.

“She did it as a result of we love films, she loves films, and it was exhausting instances for the theater,” City mentioned on Criss Angel’s podcast, “Speaking Junkies,” acknowledging how film theaters struggled in the course of the pandemic.

“So AMC requested her if she’d do an AMC industrial and it was a no brainer for her to be part of that, by no means in 1,000,000 years anticipating that to be this cultural factor.”

The industrial was such a talker that GQ did a complete story on its formation in 2022 — by which the “Large Little Lies” actress deemed it a hit.

“However what I can let you know is that the response is a direct results of the quantity of individuals going again to theaters to benefit from the films. And that’s thrilling,” she mentioned.

In September 2022, Oscar-nominated screenwriter Billy Ray told Variety: “I used to be making an attempt to assume, ‘What do I so cherish concerning the movie-going expertise?’ And, ‘Why is it so essential for individuals to listen to tales together with 1,000 different strangers?’

“And what occurred to me was there are particular cathartic experiences that films present for us,” he mentioned, referring to the “hearbreak” line.

“We see our characters undergo hell, and we get to cry about that. There’s one thing very cleaning about it as a result of it feels dangerous. Nevertheless it doesn’t really feel like what they’re feeling. They’re strolling by the sensation for us. They’re strolling by the devastation for us. And, so, our heartbreak does really feel good in a spot like that.”


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