Country music superstar Keith Urban has revealed that his wife, actress Nicole Kidman, never expected her AMC Theatres ad to become the cultural phenomenon it has. The ad, which was released in 2021, has been praised for its emotional resonance and its celebration of the magic of cinema.
In an interview on Criss Angel’s Talking Junkies podcast, Urban explained that Kidman was initially hesitant to take on the project. “She did it because she loves movies, we love movies,” he said. “And it was hard times for the theaters.”
Urban was referring to the COVID-19 pandemic, which had a devastating impact on the movie theater industry. In the early days of the pandemic, many theaters were forced to close their doors, and even when they were able to reopen, they faced significant challenges due to social distancing restrictions and reduced capacity.
Kidman, who is a passionate cinephile, was moved by the plight of the theaters and wanted to do her part to help. “She said, ‘I want to do something to help the theaters,'” Urban recalled. “And she did it without any thought of personal gain.”
The ad, which was directed by Sofia Coppola, features Kidman walking through a deserted AMC theater after a rainstorm. As she walks, she narrates a monologue about the power of movies to transport us to different worlds and connect us with others.
“We come to this place for magic,” Kidman says in the ad. “We come to this place to dream. We come to this place to escape.”
The ad struck a chord with audiences around the world and quickly went viral. It was praised for its emotional resonance and its reminder of the importance of cinema in our lives.
“I think it’s because it speaks to something that’s so universal,” Urban said of the ad’s success. “We all need a little bit of magic in our lives, and movies can provide that.”
Kidman herself was surprised by the ad’s reception. “Never in a million years [did she] expect that to be this cultural thing,” Urban said.
“She’s still blown away by it,” he added.
The AMC ad has helped to raise awareness of the importance of cinema and has inspired many people to return to the theaters. It has also been a source of comfort and inspiration for many people during the pandemic.
“I think it’s been a great thing for the industry,” Urban said of the ad’s impact. “It’s reminded people of how much they love movies.”