Regal’s pre-screening commercial featuring quotes from random films is uniting moviegoers in a surprising rage and disgust. Where’s Nicole Kidman when you need her?
The ad’s problem begins, well, at the very beginning . Three people walk into Regal and begin speaking in an odd cadence. The first girl says, “It’s all happening,”—!—though that’s not exactly a unique choice of words, nor a line that’s easily identifiable from the annals of Hollywood scripts. Then, her friend says, “This place is nicer than my apartment” from, “Surely you can’t be serious,” which of course begs the next line, “I am serious, and don’t call me Shirley.
Aside from its premise being a bit opaque, the Regal spot also suffers from feeling too desperate to sell you something, namely its subscription and concessions. “Yes, you’re going to be able to buy popcorn and a soda at a movie theater,” Dachenhaus said. “Very few don’t offer those kinds of experiences.” But unlike, say, the 1957 classic ad,” concessions here are not presented as a joyful counterpart to the movie experience, but a moment of, say it with me, corporate brand synergy.
In comparison to the busy, loud world presented by Regal, AMC’s ad emphasizes the magic of the moviegoing experience, and, despite its partnership with Coca-Cola, doesn’t feature any branded snacks. At one point, a cup rests in its holder next to Kidman’s arm, but it is not flashy and it bears an AMC logo, not a Coca-Cola one.
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Why Sarah Jessica Parker Wants Everyone to Stop Talking About Self-CareSamantha Holender is the Beauty Editor at Marie Claire, where she reports on the best new launches, dives into the science behind skincare, and keeps up with the latest trends in the beauty space. She has previously written for Us Weekly, Popsugar, Makeup.com, Skincare.com, and Philadelphia Wedding. Follow her on Instagram samholender.
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