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.

Kenneth Brian Edmonds, better known by his stage name Babyface, is an American singer, songwriter, and record producer. He has written and produced over 26 number-one R&B hits throughout his career and has won 13 Grammy Awards. He was ranked number 20 on NME's 50 of The Greatest Producers Ever list.