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Jigsaw is playing games again. Ahead of Saw X, the triumphant return of the long-running horror franchise, the evil puppet has set his sights on another theater mainstay: Nicole Kidman‘s iconic AMC advertisement.
Lionsgate released an advertisement promoting Saw X by spoofing Kidman’s commercial. Instead of the Oscar-winning actress’s glowing facade, the commercial begins with Jigsaw ominously rolling in on his tricycle as a red hood slides off his head.
“We come to this place for a reawakening,” he says as he rolls passed the famous bear trap-style mechanisms that his victims were subjected to in Saw. “We come to the theaters to scream, to beg, to play.”
“That indescribable feeling we get when the lights—,” he continues narrating, until he accidentally drives straight into a stair. He sighs before continuing, “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.”
The commercial then shows Jigsaw smiling as he relaxes into his seat and watches some gruesome scenes from Saw X.
“Blood-soaked blades on a huge silver screen,” Jigsaw says. “Fear that I can feel. Somehow self-amputation feels good in a place like this.”
The promo is practically a word-for-word spoof of Kidman’s AMC commercial, which went viral after it was made in 2021 to promote AMC movie theaters following the height of the pandemic. Her commercial practically reached cult status, inspiring a Saturday Night Live skit and sparking many memes.
Choosing this of all ads to promote Saw X shows Lionsgate and the people behind the horror film understand the slight ridiculousness of its main character and the fact that the franchise has reached a whopping ten installments.
In Saw X, Tobin Bell reprises his role as the terminally ill John Kramer. This installment, which is set between the events of Saw and Saw II, shows the serial killer traveling to Mexico in a desperate search for a cure, only to get duped and scammed by a team of criminals. So Kramer seeks revenge and rehabilitation in the way he knows best.
Scroll up to catch the hilarious parody.
Saw X premieres in theaters on Sept. 29.
