Nicole Kidman’s AMC Theatres Ad Touched A Surprise Nerve In The Culture, Keith Urban Says

Keith Urban says the performance of wife Nicole Kidman‘s AMC Theatres ad was an unexpected surprise.

Speaking on a Friday episode of Criss Angel’s Talking Junkies podcast, Urban explained Kidman’s 2021 ad for the company.

“She did it because she loves movies, we love movies. And it was hard times for the theaters,” Urban said of that post-pandemic struggle. “So AMC asked her if she’d do an AMC commercial, and it was a no-brainer for her to be a part of that.”

“Never in a million years [was she] expecting that to be this cultural thing.”

Kidman’s viral ad was previously described by AMC CEO Adam Aron as “iconic and revered” during a 2022 earnings call.

The ad follows Kidman she enters an AMC theater. “We come to this place for magic,” she begins.

“We come to AMC Theatres to laugh, to cry, to care, because we need that, all of us,” she said. “That indescribable feeling we get when the lights begin to dim and we go somewhere we’ve never been before — not just entertained, but somehow reborn, together.”

Kidman herself told GQ during a 2022 interview that she “can’t tell you why it worked or why it’s gone viral.”

“But what I can tell you is that the reaction is a direct result of the amount of people going back to theaters to enjoy the movies. And that is exciting,” she said.