Saw X Promo Spoofs Nicole Kidman’s Movie Theater Ad With A Grisly Twist

Lionsgate has released a great piece of marketing for Saw X featuring Billy the Puppet from the horror series spoofing the popular and meme’d Nicole Kidman movie theater ad for AMC. The Kidman ad was released two years ago to help encourage people to return to theaters. But now, Billy the Puppet is the main character and he wants you to go see Saw X and experience the joys of self-amputation.

“We come to this place for a reawakening. We come to theaters to scream, to beg, to play… that indescribable feeling you get when the lights flicker on and off and your calls for mercy go unanswered,” he says. “And you wake up chained, in dirty warehouse, somehow still breathing, blood-soaked blades on a huge silver screen. Somehow, self-amputation feels good in a place like this.”

Saw X releases in theaters on September 29, and it brings back Tobin Bell as John Kramer. This film tells the “untold chapter of Jigsaw’s most personal game.” The movie takes place between the events of Saw I and Saw II, with John traveling to Mexico to try to find a cure for his cancer.

However, John learns that the whole thing is a scam to take advantage of vulnerable people. “Armed with a newfound purpose, John returns to his work, turning the tables on the con artists in his signature visceral way through a series of ingenious and terrifying traps,” reads a line from the movie’s description.

Saw X is directed by Kevin Greutert, who directed 2009’s Saw VI and 2010’s Saw 3D. The movie also stars Shawnee Smith, Steven Brand, Renata Vaca, and Octavio Hinojosa.

Saw X hits theaters before other horror films like The Exorcist: Believer (October 6) and Five Nights at Freddy’s (October 27). To date, the Saw franchise has grossed $1 billion globally.

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