The marketing team behind Saw has whet our appetite for the franchise's tenth instalment with a brutal and bloody twist on Nicole Kidman's infamous ad for AMC Theatres.
Kidman's viral clip, which has been playing ahead of movies at AMC locations for two years, finds the Academy Award-winning actor waxing lyrical about the magic of cinema.
“Somehow, heartbreak feels good in a place like this. Our heroes feel like the best part of us and stories feel perfect and powerful because here… they are,” she narrates.
Upon hitting cinemas, it instantly became a viral meme and has since been subject to a number of parodies.
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But, the Saw team's offering might just be the best one yet...
The 60-second social media video has Jigsaw himself as the narrator while his creepy puppet Billy cycles his way into the cinema.
“We come to this place for a reawakening. We come to the theatres to scream, to beg, to play,” Jigsaw announces.
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As Billy squeaks his way through the theatre, he continues: “That indescribable feeling we get when the lights flicker on and off and your calls for mercy go unanswered and you wake up chained in a dirty warehouse somehow still breathing.”
His speech continues as we catch glimpses of what's to come in Saw X: “Blood-soaked blades on a huge silver screen. “Fear that I can feel. Somehow self-amputation feels good in a place like this.”
Fans of the franchise have taken to X - formerly Twitter - to share their thoughts on the hilarious spoof.
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One person wrote: "Well this is just f***ing amazing isn’t it, thank you!”
"Whoever is coming up with all this stuff is a genius," said another.
A third added: “Bravo, amazing marketing!”
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Saw X arrives in cinemas on 29 September and will see Tobin Bell return to his iconic role as the Jigsaw killer.
Set between the events of the first and second films, a desperate John (Jigsaw) travels to Mexico in the hope that an experimental medical procedure will cure his cancer — only to discover that the operation is a scam to defraud the most vulnerable.
The infamous killer then returns to his work, turning the tables on the con artists in a series of devious, deranged traps.
Topics: Film and TV, Nicole Kidman, Horror
Bec Oakes