In a clever bit of viral marketing, Lionsgate has promoted the upcoming horror feature “Saw X” with a spoof of the AMC Theaters commercials starring Nicole Kidman.
The one-minute social media video parodies the famed ad, which has been playing ahead of movies at AMC locations for two years.
In the spot, the infamous Jigsaw puppet known as ‘Billy’ makes its way into a cinema and sits down, whilst a Jigsaw-esque voice makes fun of lines from the original commercial.
This includes lines like: “We come to this place for a reawakening. We come to the theaters to scream”. At the same time, the puppet is watching scenes from the franchise and filmed in a way akin to the commercial.
The viral spot was originally posted on the film’s official Twitter account but has since been pulled, the reasons for its removal unknown. The clip is still in circulation both on social media and YouTube.
The new film is set between the events of Saw I and II, a sick and desperate John Kramer (Tobin Bell) travels to Mexico for a risky and experimental medical procedure in hopes of a miracle cure for his cancer – only to discover the entire operation is a scam to defraud the most vulnerable.
He returns to his work, turning the tables on the con artists in his signature visceral way through devious and ingenious traps. Shawnee Smith is also back as Amanda Young.
“Saw X” opens in cinemas on September 29th.
