"It is the first such multi-media campaign in AMC's 101-year history," AMC stated.
Advertising outside of the theater itself is relatively unheard of for major theater chains. Most major chains rely on marketing for the blockbusters that they exhibit to bring in audiences.
"We Make Movies Better" is the tagline of the campaign, spoken by notable talent including not only Oscar winner and 4-time Academy Award nominee Kidman, but also 2-time Academy Award nominee director Jeff Cronenweth. The ads themselves were written by Academy Award nominee Billy Ray.
"This first-of-its-kind $25+ million national advertising campaign will reinforce what movie lovers in the United States and around the world know to be true," AMC Chairman and CEO Adam Aaron said, "that at AMC Theatres 'We Make Movies Better.'"
The majority of the $25 million dollar investment will be going towards television advertising, with multiple 60-second, 30-second, and 15-second ads. The ads were filmed at one of AMC's newest theaters in Los Angeles in an attempt to channel the atmosphere only found at the theater. The company hopes to bring people out of their homes and into the seats.
"With all the change occurring in these uncharted waters in which we now navigate, we believe it is high time for an industry leader like AMC to go on television to remind today's audiences of the magic that can only be found in a movie theatre and at AMC, with our big seats, our big sound and our big screens," Aaron continued.
Along with the U.S., the campaign will also be run in nine European countries by the AMC-owned Odeon Cinema Group. The campaign will debut on social media before being shown in AMC's nearly 600 theaters. After that, the ads will hit network television and other high-profile platforms.
In recent years, the rise of streaming platforms has put a dent in movie theaters, theaters that were soon pummeled by COVID-19 lockdowns. Now, theater chains like AMC are looking for ways to keep up with the changing times.