‘Never in a million years expecting it to be this cultural thing’

• Urban, 56, appeared on Criss Angel’s Talking Junkies podcast, which debuts on Friday, revealing his wife Kidman, 56, was never expecting the ad to be a hit.
• The country singer revealed, ‘It was hard times for the theaters so AMC asked her if she’d do an AMC commercial and it was a no-brainer.’
• ‘Never in a million years expecting that to be this cultural thing. It’s crazy,’ Urban added on the podcast, which debuts on Friday 

Keith Urban is opening up about his wife Nicole Kidman’s surprise hit ad for AMC Theatres, entitled We Make Movies Better.

The ad debuted in September 2021, which would play before every movie in AMC Theatres, and it was so popular the theater chain extended her sponsorship for another year in August 2022.

The ad featured the now-iconic line, ‘Somehow heartbreak feels good in a place like this – which was even spoofed by SNL and the new horror film Saw X.

Kidman’s husband, country legend Keith Urban, appeared on Criss Angel’s Talking Junkies podcast, which debuts on Friday, revealing that neither he nor Kidman, 56, expected the ad to hit so big.

When asked by Angel if they saw the ad’s success coming, Urban admitted, ‘Neither of us did.’

‘She did it because we love movies, she loves movies and it was hard times for the theaters,’ Urban added.

‘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,’ Urban added.

He admitted, ‘Never in a million years expecting that to be this cultural thing. It’s crazy.’ 

AMC unveiled the ad in September 2021, the first part of a massive $25 million national advertising campaign.

The theater chain revealed in a press release that it was the first ever national advertising campaign in the history of movies. 

The ad was directed by Jeff Cronenweth – an Oscar-nominated cinematographer for The Social Network and The Girl With the Dragon Tattoo – and Tim Cronenweth, with Oscar-nominated writer Billy Ray (Captain Phillips) penning the script.

Urban also spoke of Kidman herself, who have been married since 2006, inisisting his wife is very down-to-Earth.

‘The truth is I’m married to an an extremely down to earth, chill, laid back, regular girl who happens to be famous,’ Urban explained.

Urban was also asked what his dating life was like before Kidman, and he admitted that he always, ‘preferred to be in a relationship.’

Angel joked that was, ‘very disappointing,’ as Urban admitted that, back then, ‘I wasn’t any good at it.’ 

Kidman herslf will return to the big screen next month, reprising her role as Queen Atlanna in Aquaman and the Lost Kingdom.

She also stars in The Perfect Couple miniseries with Dakota Fanning, Liev Schreiber and Meghann Fahy.