"We come to this place for magic. We come to AMC theaters to laugh, to cry, to care, because we need that–all of us. 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. 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."

Thus goes Nicole Kidman's now-immortal commercial for AMC theaters, a sort of fever dream from the second half of the COVID-19 pandemic that, to this day, is still the subject of widespread parody. Here's how this legendary meme cemented itself in popular culture.

What Is The Nicole Kidman AMC Ad?

Through 2021, movie theaters began slowly reopening as COVID-19 restrictions relaxed across the United States. However, many Americans still felt uneasy about returning to a dark, crowded theater while the virus was still a significant threat. Furthermore, streaming was a boon for movie lovers during the pandemic, and they were able to see some new releases from the comfort of their own homes.

Faced with this social climate, AMC apparently needed to convince people that the movie theater is an extremely cool place — a magical place, even. Enter Nicole Kidman and a script that's simply rhapsodic about the power of the cinema.

How Did The Ad Become A Meme?

Kidman's commercial played before screenings of many films at AMC, and it seemed to hit the exact right tenor of camp for many moviegoers. An ironic fandom soon spread for the clip, as there were reports of cinemagoers printing out Kidman's monologue so the entire audience could read along, like it was the pledge of allegiance.

Parodies spread widely as the fandom for the commercial picked up steam. Saturday Night Live posted a parody nearly a year after the ad first graced AMC. Popular drag queen Katya made one of her own the same month.

The ad developed such a reputation in AMC theaters that Kidman finally heard about it in an interview and was stunned by its reputation.

The parodies continue to this day, as the Saw franchise recently posted a parody featuring Jigsaw reciting the monologue as part of a tongue-in-cheek ad for Saw X.

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For more information, check out Nicole Kidman's AMC Commercial on Know Your Meme.