If commercials had an award show equivalent to the Oscars, then Nicole Kidman’s beloved AMC ad would take home Best Picture, and thankfully, there’s more to come. Screenwriter Billy Ray (not to be confused with Billy Ray Cyrus) said vanity fair on August 31 that he has already written the sequel to AMC’s viral ad, as requested by the theater chain itself. “I got a text from the president of AMC about a month ago asking if I would write the next one and of course the answer is yes,” Ray said. And luckily, Kidman will be back for the second round. “Of course he’s with Nicole,” he revealed. “I won’t do it without Nicole.”
AMC premiered its new Kidman-starring commercial in September 2021, as theaters around the world tried to get audiences back in their seats after a year of closures. Clearly, the image of Kidman in a sparkly suit dramatically exaggerating the importance of movie theaters was effective. The ad quickly went viral, with memes and Bravo ads parodying Kidman’s monologue, with fans especially latching on to the now-iconic line “Somehow heartbreak feels good in a place like this.” The success of the campaign prompted AMC to extend Kidman’s contract for another year in August 2022.
Kidman found the ad’s resonance with the audience very amusing, telling them the playlist in January that the “heartbreak” line made it clear how important movie theaters still were to film lovers. “It’s so true,” she said. “I mean, it talks about not feeling alone, sitting in a movie theater with a broken heart, and then seeing something that breaks your heart again, and you’re like, ‘I’m not alone.’ Please. This should not go away. We have to have cinema.”
speaking to PV, Ray revealed that he was prepared to write the ad for free to support Kidman, but thankfully, his agent sensed what a phenomenon he would become and made sure he was fairly compensated. “When Nicole first asked me to do it, she was just doing it as a favor,” he explained. “I said she would do it for free just because I’m a fan and friend of hers. My agent said, ‘No, that’s not what’s going on here. You need to get paid for this. And it turns out my agent was right, because he had real value.”
While Ray said he was “so excited” for what’s to come, he refrained from sharing many details about the commercial for the sequel. “All I can tell you about that is that we’re not foolish enough to go against what we’ve already done and try to get over it,” he joked. “So it’s a very, very different approach that is a little nod to what we’ve already done.” As long as heartbreak sits well at a place like AMC, then all is well.