Nicole Kidman Revealed If She Got Paid For Her Iconic AMC Theatres Ad

"I had no idea that thing was gonna work, and we did it out of the purest of intentions. We need to help the theaters. It's kind of my favorite line I ever wrote in my life: 'Somehow, heartbreak feels good in a place like this.' We did it for nothing, and then it went off."

"Kidman recalled enlisting the crew from her film, Being the Ricardos, including cinematographer Jeff Cronenweth, who directed the AMC spot with his brother and fellow filmmaker, Tim Cronenweth. She called in all these favors to support cinemas during the pandemic's profound impact on movie-going culture."

Nicole Kidman's iconic AMC Theatres advertisement, released nearly five years ago, became one of her most beloved roles despite earning no personal compensation. The minute-long spot featured Kidman in a gray pinstriped pantsuit walking through an empty theater, delivering the memorable line "to laugh, to cry, to care. Because we need that." Created during the early COVID-19 pandemic when cinemas faced significant challenges, Kidman collaborated with screenwriter Billy Ray and the cinematography team from Being the Ricardos, including directors Jeff and Tim Cronenweth. The entire production was completed pro bono, with Kidman calling in favors from industry colleagues. The $25 million campaign cost was allocated toward supporting theaters rather than talent compensation, reflecting Kidman's commitment to helping the cinema industry during the pandemic.

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