AMC Theatres will launch three new Nicole Kidman-led adverts in its theaters beginning in March, Selection has confirmed.

On March 1, a brand new 30-second model of the “We Make Films Higher” advert will make its theatrical debut at AMC places nationwide. AMC Theatres will then rotate in two different never-before-seen-in-theaters variations of the unique pre-show advert within the coming months.

“The primary theme of the marketing campaign stays the identical: With state-of-the-art know-how, luxurious facilities, and an unwavering dedication to excellence, AMC Theatres is the last word vacation spot for moviegoers looking for unparalleled cinematic experiences. Fairly merely, We Make Films Higher,” an announcement from AMC reads.

AMC Theatres launched the “We Make Films Higher” advert marketing campaign, that includes Oscar winner Kidman, within the fall of 2021. The advert is understood for the road, “In some way, heartbreak feels good in a spot like this.”

In celebration of the marketing campaign’s one-year anniversary, Oscar-nominated screenwriter Billy Ray spoke to Selection in 2022 about writing the long-lasting AMC advert.

“I used to be attempting to assume, ‘What do I so cherish in regards to the movie-going expertise?’ And, ‘Why is it so vital for individuals to listen to tales together with 1,000 different strangers?’ And what occurred to me was there are specific cathartic experiences that motion pictures present for us,” Ray stated of iconic “heartbreak” line. “We see our characters undergo hell, and we get to cry about that. There’s one thing very cleaning about it as a result of it feels dangerous. However it doesn’t really feel like what they’re feeling. They’re strolling via the sensation for us. They’re strolling via the devastation for us. And, so, our heartbreak does really feel good in a spot like that.”