AMC Theatres®, the largest theatrical exhibitor in the United States, in Europe & the Middle East and in the world, announced a historic, unprecedented $25+ million national advertising campaign across the United States to remind movie lovers that Hollywood’s stories are enjoyed in their best light – with a seamless, communal, multi-sensory experience – at AMC. The message of the campaign is simple but clear: “AMC Theatres. We Make Movies Better.” This messaging also will be used in nine European countries by AMC-owned Odeon Cinema Group.
Debuting earlier this month online and on social media, the campaign will be shown at AMC’s nearly 600 U.S. theatres. On September 12th, it began to play across multiple high-profile platforms worldwide, especially network television in the United States. It is the first such multi-media campaign in AMC’s 101-year history and believed to be the first of its kind ever in the history of U.S. cinema.
The core component of the campaign are multiple 60-second, 30-second and 15-second filmed commercials all of which star Oscar winner and 4-time Academy Award® nominee Nicole Kidman. The spots were directed by 2-time Academy Award® nominee Jeff Cronenweth and Tim Cronenweth of Wondros Collective, and were written by Academy Award® screenwriter nominee Billy Ray.
The commercials all were filmed on location at one of AMC’s newest theatres, AMC Porter Ranch 9 in greater Los Angeles.
Commenting on this historic campaign, Adam Aron, Chairman and CEO of AMC said, “As we have said repeatedly of late, thanks to the billions of dollars we have raised this year, AMC is strong, and it is time for AMC to play on offense again. This first-of-its-kind $25+ million national advertising campaign will reinforce what movie lovers in the United States and around the world know to be true, that at AMC Theatres ‘We Makes Movies Better.’”
Aron added, “For more than a century, movie theatres have not only survived but thrived. Through all the changing times in the world, through prosperity and despair, through emerging technology and expanding entertainment options and despite repeated imminent threats to the cinema business over the decades, movie theatres have remained a vital part of the cultural fabric of our society the world over. Especially in recent years, AMC and other theatre chains have introduced sophisticated marketing programs to ensure our theatres are relevant. However, relying on ‘what’s always worked before,’ cinema operators have counted on others to undertake significant television advertising campaigns to drive audiences into our buildings. With all the change occurring in these uncharted waters in which we now navigate, we believe it is high time for an industry leader like AMC to go on television to remind today’s audiences of the magic that can only be found in a movie theatre and at AMC, with our big seats, our big sound and our big screens.””
Aron concluded, “No one says it better than Nicole Kidman when she points out how special it is to see ‘dazzling images on a huge silver screen.’ We are ever so grateful that Nicole brought her astonishing talent to AMC. We are also appreciative to the Cronenweth’s for the beautiful direction and cinematography they brought to this project. Similarly, our hat is off to Billy Ray, whose scripts perfectly capture the allure and appeal of watching movies where they were meant to be seen, at a theatre.”
Creative idea company Barkley, AMC’s lead agency, spearheaded every aspect of this breakthrough, historic effort for AMC, from concept to production.
Union’s Jono Griffith Brings Fans, Animal Kingdom, and a Giant Together For “Magic Sunday”
Never before have humans, animals, and other creatures so seamlessly integrated and so fondly interacted in the shared experience of Sunday football. YouTube TV's new spot, “Magic Sunday,” is exactly as advertised: a fantastic blend of humor, whimsy, and sports fandom. Originated at the YouTube Creative Studio, directed by Matthijs van Heijningen of MJZ, with VFX by The Mill, and edited by Union’s Jono Griffith, the project succeeds in part because of the team’s attention to detail (like the ram fluffing the couch cushions and the jaguar eyeing the cardinal), which playfully captures the excitement of NFL Sunday Ticket. “This one was a treat of a job,” says Griffith. “The editing involved making sure there was space and time for the animation to communicate at its best whilst deciding what would be most charming. Movie magic is a lot of fun, and it was a team effort with the guiding eye of my friend Matthijs and the experience of The Mill; the script from YouTube Creative Studio was smart and simple and had a big smile all over it, and although it was very ambitious, everyone involved aimed for the top shelf and we got it there…with the smile still intact.” The choice of “Sunday Morning” by the Velvet Underground adds a perfect touch to the light-hearted tone of the spot. Read More