Get ready for a mind-boggling surprise! Saw X, the highly anticipated horror film, has released a new trailer that hilariously parodies a viral commercial featuring Nicole Kidman for AMC from two years ago. In the original ad, which premiered in September 2021, Kidman enthusiastically discussed the joy of going to the movies as the industry rebounded from the COVID-19 pandemic.
In the updated ad for Saw X, the creepy Billy the Puppet takes on Kidman’s role from the previous commercial. Sporting a tricycle, Billy the Puppet roams around a theater and puts his own spin on Kidman’s revered monologue. He declares, “We come to this place for a reawakening. We come to the theaters to scream, to beg, to play.” The eerie scenes from the horror anthology play on the screen, enhancing the spooky ambiance.
With a ghastly demeanor, Billy the Puppet adds, “That indescribable feeling we get when the lights flicker on and off, and your calls for mercy go unanswered, and you wake up chained in a dirty warehouse, somehow still breathing.” He concludes with a chilling statement: “Traps – they make movies better.”
Scheduled for release on September 29, Saw X is set in Mexico and takes place between the first and second films in the franchise. Kidman played a significant role in AMC’s multi-media campaign, which cost over $25 million. This campaign marked a groundbreaking moment for a major theater chain with its first national advertising program in the history of cinema. Most of AMC’s funding was allocated to network television advertising, utilized not only in the United States but also in nine European countries through AMC’s Odeon Cinema Group.
The cinematic commercials were meticulously crafted to highlight the emotional and immersive experience of watching films on the big screen. Renowned Academy Award nominee Jeff Cronenweth, along with his brother Tim Cronenweth, directed the commercials. They were penned by Billy Ray, the screenwriter of Captain Phillips, known for his gripping work in the 2013 biographical thriller that earned him an Oscar nomination.
In the 60-second commercial spot, Kidman’s narration takes viewers on an enchanting journey. Clad in a sleek pinstripe suit, she treks through the rain toward an illuminated AMC theater, emphasizing that people come to AMC theaters to laugh, cry, and connect with their favorite films. As she gracefully ascends the dimly lit stairs, Kidman finds her perfect seat in the theater.
“Dazzling images on a huge silver screen. Sound that I can feel. Somehow heartbreak feels good in a place like this,” she mused. The commercial showcases various films, such as Wonder Woman and Creed, adding to the magic of the theater experience. Kidman passionately concludes, “Our heroes feel like the best part of us. And stories feel perfect and powerful. Because here… they are.”
The aim of these commercials is to remind audiences of the unparalleled magic that can only be found in a movie theater as an answer to the growing popularity of home-theatrical releases. AMC CEO Adam Aron expressed his belief that it was high time for the industry leader, AMC, to take to television and reignite the allure of the theater experience.
Prepare to be captivated, thrilled, and terrified as Saw X merges the world of horror with the art of storytelling, all within the confines of a movie theater.
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