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The COVID-19 pandemic has had a different impact on every business, but few have suffered as much of a saga as AMC theaters. It all started when the virus first appeared in the United States, when theaters were closed and NBCUniversal decided to get rid of Troll world tour streaming to account for its abridged theatrical release. The now historic move – paving the way for almost all major movie studios to do similar things with their own films – was a huge success, with the Trolls sequel making “nearly $ 100 million” in $ 20 rentals and convincing NBCUniversal to put more movies directly into streaming rather than wait for the pandemic to subside. AMC was so furious with the move that CEO Adam Aron said that no universal movie would do it already screen in an AMC cinema again.
This position lasted about three months, during which AMC began to bleed with so much money that it became clear that the chain might not even survive the year. Thanks to some last minute (like, maybe literally last minute deals), however, AMC managed to raise enough money to survive long enough in 2021 for theaters to start reopening. Now, just a month away from those gloomy predictions, AMC has put together a $ 25 million ad campaign, its first and possibly the first. period, according to Box Office Pro– designed to remind people that cinemas exist and that they are a much better way to see a movie than your stupid house.
Certified Famous Person Nicole Kidman, who is assisting AMC with this campaign, appears in commercials touring AMC’s new Porter Ranch 9 Theater in Los Angeles while explaining how magical and transformative the movie experience is in a voiceover ( it’s a bit like the video that Vin Diesel posted earlier this year, but without Vin Diesel’s… Vin Diesel-ness). The commercials, which will appear on television in a real shot through the arc of cinema’s biggest competitor, were directed by Tim Cronenweth and Oscar-winning cinematographer Jeff Cronenweth and were written by Captain Phillips writer Bill Ray.
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