AMC Theatre Shells Out $25 Million for Ad Campaign to Get People Back to the Movies
Rebecca Rubin Film and Media ReporterAMC Theatres, the world’s largest cinema chain, is rolling out a $25 million advertising campaign to encourage people to get back to the movies.To convey its message, AMC is turning to Nicole Kidman, who appears in a new commercial to wax poetic about the “magic” of the movies and that “indescribable feeling we get when the lights begin to dim and we go somewhere we’ve never been before.” The TV spots, which vary between 15, 30 and 60 seconds, were directed by Oscar nominated cinematographer Jeff Cronenweth and Tim Cronenweth and written by Academy Award nominee Billy Ray (“Captain Phillips”).The campaign’s $25 million price tag is eye-popping because it’s more money than several major Hollywood