Nicole Kidman’s Husband Keith Urban Just Weighed in on Her Beloved AMC Ad

She had no idea it would go so viral

Nicole Kidman and Keith Urban.
Leah Puttkammer/Getty Images

At this point, the phrase “We come to this place for magic” has become almost as iconic as “Here’s looking at you, kid” or “I'm the king of the world!” Okay, okay, maybe not that iconic, but Nicole Kidman's AMC ad, which plays at the beginning of movies in AMC theaters across the country, has become a cultural phenomenon. And now, the 56-year-old star's husband, Keith Urban, also 56, is weighing in on the viral commercial, as well as the story behind Kidman choosing to film it.

During Urban’s visit on the Talking Junkies podcast, the country singer-songwriter weighed in on his wife's viral clip.

“Never in a million years [was she] expecting that to be this cultural thing,” Urban said. “She did it because she loves movies, we love movies. And it was hard times for the theaters.” (For context, Kidman filmed the clip in 2021, when theaters were still struggling to get audiences to return amidst the COVID-19 pandemic.)

The “You'll Think of Me” crooner 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.”

urbankidman hero
Jason Kempin/Getty Images

Over two years later, the ad is still beloved by audiences, and it has over one million views on YouTube. Even the sparkling pantsuit that Kidman wears in the clip has been emulated by fans for Halloween costumes and more. Not to mention, there have been countless spoofs of the clip, including one from Saturday Night Live, where comedian Chloe Fineman portrayed Kidman.

AMC’s CEO, Adam Aron, has called the clip “iconic and revered,” and Kidman is rumored to be returning for a sequel. Just this past May, Aron told Variety that a follow-up was in the works. “It’s being decided right now,” he said. “I’m not sure when we’re going to do it—this year or next year. One version has been written, but whether that’s the one we make or not, I don’t know. We’ll all see it together. We’ll try to live up to your expectations when the time comes.”

Bring on the sequel.

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Associate Editor, News and Entertainment

Joel is the Associate Editor for News & Entertainment and has been reporting on all things pop culture for over 5 years. Before working at PureWow, he served as a Features...