Nicole Kidman comes to this place for magic, not money.

The Oscar winner looked back on the making of her now-iconic AMC Theaters ad—which debuted in September 2021—admitting she was motivated by an earnest desire to boost movie attendance after the COVID-19 pandemic rather than scoring a big payday.

“[I] called in all these favors,” she said during an appearance on the March 2 episode of The Tonight Show Starring Jimmy Fallon. “We did it for nothing, and then it went off.”

Indeed, Nicole, 58, recruited a creative team including cinematographer Jeff Cronenweth and screenwriter Billy Ray to bring the heavily-memed pre-roll segment to life.

“I said, “Should we do this? We need to help the theaters,’” she recalled of her conversation with Billy. “It was during COVID when we did it. The crew that I was working with on Being the Ricardos, I said, ‘Would you guys be willing to do this?’”