We Come to This Place...To See a New Nicole Kidman Ad for AMC Theatres

Tweaks to the anthemic 2021 spot kick off an expected blockbuster weekend at U.S. multiplexes

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Does heartbreak still feel good in a place like this? Presumably it does, though the oft-repeated and now-infamous line from AMC Theatres’ long-running campaign with Nicole Kidman is missing from a new version of the ad that dropped today.

The tweaked spot, which still showcases the Oscar-winning spokeswoman in the bedazzled pantsuit that inspired Halloween costume knock-offs, has a few updates in its fourth year of life.

For instance, Kidman recites the earnest monologue over on-screen clips of Avatar: The Way of Water and Elvis, taking over for La La Land and Creed from the original spot that launched in 2021, kicking off an unprecedented $25 million marketing effort and becoming a viral blockbuster.



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