AMC Theatres will feature Nicole Kidman in first-ever TV ads

AMC, the world’s largest movie show chain, is taking an opportunity on the small display with a brand new promoting marketing campaign after the meme inventory beneficiary finds itself flush with money.

The multimedia marketing campaign, which is dubbed “AMC Theatres. We Make Films Higher,”  will price the corporate greater than $25 million and can characteristic Academy Award-winning actress Nicole Kidman. AMC stated the adverts will roll out on-line and on social media on Wednesday. Variations for community TV will start airing on Sunday.

The transfer comes after the corporate weathered final 12 months’s coronavirus pandemic lockdowns, staved off chapter and raised round $1.8 billion in money. This 12 months, AMC has been a key beneficiary of this 12 months’s “meme inventory” frenzy, wherein newbie merchants in Reddit chatrooms wager closely on shares like GameStop and others.

AMC’s inventory is buying and selling beneath its excessive of greater than $70 reached in June, however it’s up 2,300 % year-to-date.

Nicole Kidman
Oscar-winning actress Nicole Kidman is the face of AMC’s first multimedia promoting marketing campaign.

Armed with money from the Reddit Rally, AMC has inked new movie show leases, invested in new cost choices like bitcoin, and is trying to improve the number of its choices to incorporate sports activities and pre-taped concert events.

“As now we have stated repeatedly of late, because of the billions of {dollars} now we have raised this 12 months, AMC is robust, and it’s time for AMC to play on offense once more,” CEO Adam Aron stated in a press release Wednesday.

Aron stated film theaters can not depend on the previous system of studios selling movies and driving moviegoers into cinemas. Because the pandemic, extra Hollywood studios are placing their motion pictures on streaming providers, typically bypassing the theater altogether.

AMC will not rely upon “what’s at all times labored earlier than,” noting that pandemic has pushed the business into “uncharted waters,” Aron stated.

Shang-Chi (Simu Liu) in Marvel Studios' Shang-Chi and the Legend of the Ten Rings
“Shang Chi and the Legend of the Ten Rings” which reeled in $75.5 million throughout Labor Day weekend gave AMC one in every of its finest opening weekends because the onset of the pandemic.
Jasin Boland

Though film theaters started reopening final August, it has taken time for patrons to return in sizable numbers. As vaccine charges rose and studios launched greater movies within the theaters, extra moviegoers started exhibiting up.

AMC over the Labor Day vacation noticed one in every of its finest weekends because the pandemic started because of Marvel’s “Shang Chi and the Legend of the Ten Rings,” which introduced in $75.5 million in ticket gross sales. The robust exhibiting marked the second-highest home field workplace behind “Black Widow,” which reeled in $80 million throughout its opening in July.

This Labor Day weekend additionally marked the primary time because the starting of the pandemic that attendance throughout a weekend in 2021 outpaced attendance from the identical weekend in 2019.

Regardless of that success, the field workplace continues to be not again to pre-pandemic ranges. Between Could and September of 2019, the home field workplace logged $4.3 billion in gross sales. This 12 months, the field workplace raked in simply $1.7 billion, in line with media measurement and analytics agency Comscore.

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