AMC has revealed that there will be a second phase for those iconic Nicole Kidman bumpers before features begin. Three fresh 30-second commercials will play as the lights dim and we go somewhere we've never been before starting March 1.
AMC CEO Adam Aron praised the campaign as part of a movement for audiences to return to the movies. It "took on like a cult-like nature, and became part of the American zeitgeist," Aron added while on a call after quarterly earnings (via Deadline). The ad was spoofed on SNL and Child's Play Chucky used it for a commercial. It even became a hit, easy-to-assemble Halloween costume.
"For the first time in four years, starting in a couple of days, we are putting up a new preshow on the screen [and] we're moving into phase two of the Nicole Kidman campaign. For the last three years, we've got a 60-second commercial, the same one, that’s appeared over and over, before every movie starts."
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