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We come to this place for magic, not a massive paycheck.
If you have caught a movie inside an AMC Theater anytime over the last several years, or even simply been online at any point during that time, you have seen the iconic ad of Nicole Kidman detailing what makes watching a film in theaters so special. In a March 2 appearance on The Tonight Show Starring Jimmy Fallon, the Practical Magic actress revealed how exactly the viral clip came to be and that it wasn't done for a big payday but rather the love of the game, per E! News.
"I had no idea that thing was gonna work," she said. "We did it out of the purest of intentions."
Kidman explained that she called up her friend screenwriter Billy Ray and enlisted the help of Jeff Cronenweth to direct the now heavily memed and highly spoofed love letter to the movie-going experience as a way to boost theater attendance and get people back into the cinema seats after the COVID-19 pandemic.
"I said, 'Should we do this? We need to help the theaters,'" she said. "It was during COVID when we did it. The crew that I was working with on Being the Ricardos, I said, 'Would you guys be willing to do this?'"
She continued, "We did it for nothing, and then it went off."
Listen to her tell the story in the video below.