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Almost a 12 months in the past, the nation’s film theaters have been floundering and exhibitors have been fearful that moviegoing might turn into a relic of the previous. Certain, there have been occasional big-screen hits, like “A Quiet Place Half II” and Marvel’s “Shang-Chi and the Legend of the Ten Rings,” however even these movies weren’t bringing in pre-pandemic ticket gross sales and nothing was getting individuals actually, really excited about going to the films. (Keep in mind, this was earlier than “Spider-Man: Far From House” and, later, “Prime Gun: Maverick” swooped in to save lots of the day.)
So AMC Theatres, the nation’s largest cinema chain, took issues into its personal arms. Relatively than ready for Hollywood studios to launch the Subsequent Large Factor, the corporate wrote a check for $25 million and got down to craft an commercial to advertise film theaters relatively than simply motion pictures. To convey its message, AMC turned to Nicole Kidman, the Oscar-winner who endeared herself to audiences by means of crowd-pleasers, darkish thrillers and tear-jerkers like “Moulin Rouge,” “Eyes Broad Shut” and “The Hours.”
Kidman enthusiastically took the job, and for causes that also look like unclear to him, turned to her buddy, screenwriter Billy Ray. At her request, he penned a 60-second spot to wax poetic in regards to the “magic” of the films and that “indescribable feeling we get when the lights start to dim and we go someplace we’ve by no means been earlier than.”
Initially, the plan was to run the spot between the onslaught of trailers and the principle occasion… no less than, till attendance at AMC picked up once more.
After which, one thing unbelievable occurred.
Moviegoers didn’t simply tolerate the advert, they fell in love. For individuals who hadn’t dedicated the script to reminiscence, some useful patrons handed out printed copies so fellow theater-goers might recite the dialogue with Kidman. Grown males stood as much as salute the screen, whereas others made T-shirts emblazoned with Kidman’s stoic face and the advert’s most well-known line, “Someway, heartbreak feels good in a spot like this.” When AMC later tried to shorten the business, followers created a change.org petition, urging the chain to revive the full-length model.
Ray, who counts the Oscar-nominated “Captain Phillips” and the billion-dollar blockbuster “The Starvation Video games” amongst his credit, calls the spot “by far essentially the most considered factor I’ve ever written in my life.”
AMC’s CEO Adam Aron, too, has referred to the campaign as “the perfect work of my profession.”
Because the advert celebrates its one-year anniversary, Ray spoke with Selection about writing the already-iconic prose… and his thought for the sequel.
How did this collaboration come about?
I labored with Nicole earlier than [on 2015’s “Secret in Their Eyes”] and, clearly, I used to be a fan and admirer and buddy. She had been requested by AMC to do an advert and needed my assist with it. I stated, “OK,” in fact, as a result of it’s Nicole. She linked me to the crew that was going to be producing it, Jeff and Tim Cronenweth, who’re extraordinary. And I went to work and began sending in drafts and bought it to a spot the place all people was glad.
Why do you assume Nicole considered you?
I don’t know. You’d should ask her. I believe she is aware of motion pictures aren’t simply my job. They’re additionally my ardour and my interest.
What did they let you know in regards to the idea of the advert earlier than you began writing?
That it was principally going to be Nicole trying wonderful and strolling right into a movie show. I knew the thought needed to be welcoming individuals again to the cinematic expertise after an excessive amount of time away.
Are you able to discuss your writing course of? Do you write chronologically, or do sure strains come to you and then you definately construct round them?
On this case, I needed to begin from the start. However, I’ll say that line, “Someway, heartbreak feels good in a spot like this,” I knew that was staying, for positive. It’s type of my favourite line I ever wrote in my life.
How lengthy did it take you to jot down the whole advert?
The primary model in all probability took quarter-hour, after which 5 minutes two or thrice after that [for revisions]. You begin with a basic assumption about motion pictures, which is that everyone who works in motion pictures, we’re there to service stars and make them look, sound and really feel proper. That’s what the make-up individuals, hair individuals, costume individuals are there to do. However, significantly in a car like this, what you’re promoting to the viewers is: “Come again to the films, and also you’ll get to see individuals like Nicole Kidman.” Then, it’s all about… what will sound nice coming from her? And, in fact, what will be true to the common expertise of going to see a film?
Audiences have actually latched onto the road “Someway, heartbreak feels good in a spot like this.” How did it come to you?
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. 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 unhealthy. However it doesn’t really feel like what they’re feeling. They’re strolling by means of the sensation for us. They’re strolling by means of the devastation for us. And, so, our heartbreak does really feel good in a spot like that.
Did any motion pictures encourage that line?
No, Nicole impressed that line. Nicole impressed each phrase I wrote.
However have been there any particular motion pictures that you just recall making you assume sure, heartbreak does really feel good in a spot like this?
Too lots of them. It’s an expertise that I’ve had so many occasions, and I’ve seen the individuals I care about have so many occasions.
When did you notice the advert had turn into so fashionable?
A few week or two after it debuted. That is by far essentially the most considered factor I’ve ever written in my life. I imply, by far, there’s nothing shut. It’s been seen by lots of of thousands and thousands of individuals. However about two weeks after, the chairman of AMC began writing me saying, “OK, there’s a response on the market that we didn’t anticipate. Individuals are beginning to speak again to the display screen. Individuals are calling out the strains.” He began monitoring it as a result of he was seeing on-the-ground information. And he was having individuals report again to him about his theaters. Then, I began to note on Twitter, like, “Whoa, individuals are tweeting about this. That picture of Nicole is all over the place.” Somebody on Twitter was sporting a T-shirt with the picture [of Nicole] and the road “Someway, heartbreak feels good in a spot like this.” I ordered 10 of them. If I wore the T-shirt, individuals would level at it and go, “Oh my god, I like that factor.” It was simply kind of all over the place. It’s the primary advert I’ve ever written in my life that wasn’t for a politician. And people I do at no cost. So, I don’t know the right way to high it.
Why do you assume it resonated in such an enormous manner?
As a result of individuals want film stars. And other people want motion pictures. They usually didn’t notice how a lot they missed these two issues till they bought to return. One thing about Nicole as a consultant of that. She’s such a pure film star. God, that was a good suggestion to place her within the spot. My hat is off to AMC.
Have you ever and Nicole been in contact because the business has taken off?
I write to her like each three months saying, “Are you able to consider this?” And she or he writes again, “No” with 100 exclamation factors. We’re each simply actually tickled. And so is the director and the producer and, fortunately, so is AMC. So we’re going to do one other one.
When did AMC strategy you about writing a second business? Are you nervous about recapturing its lightning-in-a-bottle success?
About three weeks in the past they requested, and naturally, the reply was sure. For me, you don’t attempt to high it. You don’t attempt to duplicate it. You do one thing very completely different that has slightly little bit of a wink towards the unique. It acknowledges the enduring nature of the unique, nevertheless it doesn’t attempt to [recapture] it.
Will some other film stars be becoming a member of Nicole?
If I’ve my manner, they’ll.
Title names!
No one that I’d let you know about, Rebecca.
Did Nicole provide you with any notes on the unique script?
No.
The place does this rank amongst your favourite Nicole Kidman performances?
It’s bought stiff competitors. The highest of the highest is what she did in “The Others,” which is a efficiency that’s otherworldly. However what I’d say about her efficiency on this… she knew the place the goal was, and she or he hit it. It’s loopy.
Have you ever been to an AMC Theater to expertise the spot your self?
Sure, it was in Los Angeles. I noticed the Pixar movie “Lightyear.”
Did you get a very good viewers? Had been they hyped for the advert?
Fully.
Did part of you wish to scream, “I wrote this!”?
Desperately.
There have been additionally 30-second and 15-second variations of the business. Was it troublesome to pare down the script?
An editor did that. They didn’t ask for various variations of the script. They made their very own cuts, and I used to be fairly thrilled the viewers needed the longer model. It’s type of like when [Francis Ford] Coppola launched the director’s minimize of “Apocalypse Now.” Within the case of “Apocalypse Now,” everybody thought the longer model was horrible. This was wonderful. They tried to do a minimize model, and all people flipped out and stated, “Give it again to us in full!”
Was there an excellent longer model that bought scaled right down to what audiences have seen?
I don’t assume so. We have been fairly cautious about timing it as I used to be writing.
You recently tweeted, in reference to your film “Shattered Glass,” “There’s no credit score in my profession of which I’m extra proud.” Does that embrace the AMC advert?
Effectively, I put it in a separate bucket. It might be the factor that makes my obituary one line longer.
Between this, “Captain Phillips” and “The Starvation Video games,” you’ve written lots of iconic one-liners. Are you able to rank “I am the captain now,” “I volunteer as tribute” and “Someway, heartbreak feels good in a spot like this” by way of their cultural affect?
Effectively, I can’t take credit score for “I volunteer as tribute” as a result of that was within the e-book. We’ll should see if the “heartbreak” line hangs in there so long as “I’m the captain now.” I’m unsure but. Let’s do a comply with up interview in three years.
Earlier than Nicole’s advert aired, Vin Diesel tried to make a similar spot in regards to the magic of the films tied to the discharge of “F9.” Why do you assume it didn’t catch on in the identical manner?
As a result of he’s not Nicole. You can’t overstate the facility of film stars. They simply matter.
Have you ever already written the second business?
I’ve written it, however I haven’t despatched it in but.
Are you able to describe it in three phrases?
I believe these three phrases can be I’m not telling.
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