Life After Lockdown

Nicole Kidman Joins AMC Theatres in $25 Million Campaign to Get You Back in the Multiplex

The Oscar winner stars in Barkley's celebration of the cinema experience

Nicole Kidman sits in an empty theater watching a film off camera — Nicole Kidman narrates AMC Theatres' anthem ad about the joys of in-person cinema.AMC Theatres

By T.L. Stanley

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Shang-Chi and the Legend of the Ten Rings, the latest superhero flick from Marvel, pummeled its early estimates and raked in nearly $100 million at the U.S. box office over the Labor Day weekend, making it one of the top-grossing movies of the year.

While that’s an encouraging sign, the theater industry is still trying to pull itself out of the tailspin caused by 2020’s onset of the Covid-19 pandemic and lingering concerns over the virus’ delta variant that are keeping some movie fans away from the multiplex.

Against

T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

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