After being in the news the past year-and-a-half for first losing $4.58 billion due to the coronavirus pandemic, then because day traders boosted its stock, AMC is looking to make a comeback.
As big hits are scheduled to return to the screen, AMC Theaters is rolling out a $25 million ad campaign to encourage people to return to the movies.
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Leading the company's campaign is Nicole Kidman, who will attempt to convey the "magic" of the movies and the "indescribable feeling we get when the lights begin to dim, and we go somewhere we've never been before."
There will be three variations of the TV ads -- 15, 30, and 60 seconds -- all directed by Oscar-nominated cinematographers Jeff and TimCronenweth and written by Academy Award nominee Billy Ray.
The campaign will begin airing later this month at AMC's nearly 600 U.S. locations and in nine European countries by AMC-owned Odeon Cinema Group. Most of the money in the campaign is devoted to network television ads trying to make an emotional impact on Americans.
According to AMC, this will be the first national advertising program by a significant theatrical exhibitor, a film industry sector that usually pays to promote movies instead of the theatres that show them.
"As we have said repeatedly of late, thanks to the billions of dollars we have raised this year, AMC is strong, and it is time for AMC to play on offense again," AMC CEO and chairman Adam Aron said in a statement, Variety reported.
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Aron shared that movie theatres have continued to have success throughout years of change and that he believes that success will continue once the pandemic is over.
"For more than a century, movie theatres have not only survived but thrived," Aron said. "Through all the changing times in the world, through prosperity and despair, through emerging technology and expanding entertainment options and despite repeated imminent threats to the cinema business over the decades, movie theatres have remained a vital part of the cultural fabric of our society the world over."
