Keith Urban says Nicole Kidman didn’t expect her AMC Theatres advertisement to go viral

Keith Urban has shared that both he and his wife Nicole Kidman were baffled when her 2021 advertisement for AMC Theatres went viral.

The seemingly ordinary advertisement from 2021 saw the Aussie actress walking into a movie theatre, simply describing the sensations patrons would feel. 

In the advertisement, the 56-year-old walked into one of the American movie theatre chain locations during a rainstorm, stating, “We come to this place for magic.”

Watch the video above

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“We come to AMC Theatres to laugh, to cry, to care, because we need that, all of us,” she said as she entered the cinema and settled into a seat.

“That indescribable feeling we get when the lights begin to dim and we go somewhere we’ve never been before – not just entertained but somehow reborn, together.

She continued, “Dazzling images on a huge silver screen. Sound that I can feel. Somehow, heartbreak feels good in a place like this. Our heroes feel like the best part of us. And stories feel perfect and powerful. Because here…they are.”

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In a podcast appearance for American magician and illusionist Criss Angel’s Talking Junkies, Keith Urban says they did not expect the reaction the advertisement got.

“She did it because she loves movies, we love movies. And it was hard times for the theaters,” the country singer, 56, explained, referring to the aftermath of the COVID-19 pandemic and venues taking a hit due to all the lockdowns.

“So AMC asked her if she’d do an AMC commercial, and it was a no-brainer for her to be a part of that.

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“Never in a million years [were we] expecting that to be this cultural thing.”

Angel added that the ad “touches you because you realise you know when the lights go down and you’re actually in a movie theater not in your bed or your couch watching a movie.

“There’s a different type of experience so it really captures the essence of what that is, and obviously with her kind of driving that commercial, I think it really connected to a lot of people.”