AMC Theatres - "We Make Movies Better" / Nicole Kidman (2022) :60 (USA)

Movies are back. Movie theatres want you back. And to get you back, they're running this $25 million ad where the entire budget seems to have been spent on Nicole Kidman and her botox. 

While I fully agree with the sentiment, there is something so incredibly wooden about this. But yes, movie theatres are a magic place all on their own. I didn't even realize how much I had missed them until I was invited to the premiere of a documentary that I wasn't particularly interested in, and it was in an AMC theatre. I ordered a drink and some loaded fries. I kicked back into what seemed like a boat-sized lazy-boy and was delivered my food just as the theatre dimmed the lights. As the documentary played I was immersed in it with surround sound and the enormous screen, it really made a mediocre documentary so much better. 

Kind of how Nicole Kidman made this ad so much better. While it strikes me as an insincere performance, she does look the Hollywood star part. The suit is fabulous. Let's go back to the movies. 

Client: AMC