Keith Urban did not anticipate Nicole Kidman’s AMC Theatres ad to become as popular as it has.
During a Friday episode of Criss Angel’s Talking Junkies podcast, the country singer, 56, discussed his wife’s 2021 ad for the brand and revealed why she agreed to take part in it in the first place.
“She did it because she enjoys movies, and we enjoy movies.” And it was a difficult period for the theaters,” Urban remarked, alluding to a reduction in ticket sales caused by the epidemic. “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.”
“Never in a million years [was she] expecting that to be this cultural thing.”
For the past two years, viewers have adored Kidman’s viral commercial, and AMC CEO Adam Aron previously described it as “iconic and revered” during a 2022 earnings call.
The advertisement follows the actress, 56, as she enters an AMC theater after a thunderstorm and declares, “We come to this place for magic.”
“We come to AMC Theatres to laugh, cry, and care, because we all need that,” she adds in the advertisement. “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.”
In terms of the ad’s virality, Kidman told GQ in 2022 that she “can’t tell you why it worked or why it’s gone viral.”
“But I can tell you that the reaction is a direct result of the number of people returning to theaters to see the movies.” “And that’s exciting,” she added.
As Urban revealed on Talking Junkies, Kidman was also behind his return to performance at the beginning of the epidemic, especially coming up with the concept of performing in a Nashville drive-in in 2020.
“One morning, we were sitting there, and I was like, ‘I can’t wait to play; where can we play?'” “And she says, ‘What about a drive-in?'” Urban remembered.
“I’m like, ‘What do you mean,’ and she says, ‘We could set up the stage at the base of the screen, and then everybody’s in their cars, and you can just play a show.'” “I’m thinking, ‘This is amazing.'”
In another segment of the podcast, Urban was asked what it’s like to be married to a famous lady, and he responded, “The truth is, I’m married to an extremely down-to-earth, chill, laid-back, regular girl that happens to be famous.”
Kidman and Urban are the parents of two children, Sunday Rose, 13, and Faith Margaret, 12. Kidman has two children from her former marriage to Tom Cruise: Isabella Jane (30) and Connor (28).