This week AMC Theatres announced that it would take the unprecedented step of investing in a national advertising campaign to promote moviegoing. AMC will spend $25 million to air commercials featuring Nicole Kidman, who states boldly, “We come to this place for magic.”
Up until now, exhibitors have relied on studios to promote their movies, and exhibitors would simply open the doors and let the crowds in. However, now studios have the option to release their films on their own in-house streaming platforms, which puts more of the responsibility on exhibitors to make the case to audiences to go to theatres to see the latest releases. AMC’s CEO Adam Aron recognizes that exhibitors are facing a new reality, saying that his company will no longer depend on “what’s always worked before,” because the pandemic has forced the industry into “uncharted waters.”
See also: Is This Nicole Kidman’s Most Mesmerizing Performance? (The Cut – New York Magazine) and
After seeing a film on the big screen for the first time since before the pandemic, I’m convinced movie-watching in a theater will always beat streaming at home (Business Insider)