In September 2021, AMC Theatres began airing a commercial starring actress Nicole Kidman in its theaters and on television. The ad, written by screenwriter Billy Ray, was intended to spur theater attendance following the COVID-19 pandemic by highlighting the "magic" of the movie theater experience. In the ad, Kidman enters and sits alone in an empty AMC theater while delivering a monologue describing in heightened language the pleasures of the moviegoing experience, such as the "indescribable feeling we get when the lights begin to dim and we go somewhere we've never been before". The commercial became a surprise hit among audiences, who came to appreciate the unintentional campiness of its earnestly rhapsodic style and script, particularly the line "Somehow, heartbreak feels good in a place like this". It has inspired internet memes, parodies, and in-theatre audience participation rituals.

Saw X is a 2023 American horror film directed and edited by Kevin Greutert and written by Peter Goldfinger and Josh Stolberg. The film is the tenth installment in the Saw film series, serving as both a direct sequel to Saw (2004) and a prequel to Saw II (2005), starring Tobin Bell and Shawnee Smith who reprise their roles from the previous films, acting alongside Synnøve Macody Lund, Steven Brand, Renata Vaca, and Michael Beach, who play new characters. The film sees John Kramer (Bell) travelling to Mexico in hopes that an experimental procedure may cure his terminal cancer. John later discovers that the operation is a scam, prompting him to kidnap those responsible and subject them to his trademark death traps as retribution.