The decision to break the ad in cinema is a major coup for the medium, which has seen advertising revenue increase rapidly over the past 10 years to over £175m, the best figure in 30 years.
The Chanel ad, created in-house, is due to break on UK television from November 20 and will be accompanied by an extensive UK press campaign. Media buying is through Mediaedge:cia
The ad takes the theme of a love story, in which Kidman plays an elegant, sexy celebrity besieged by paparazzi. It is directed by 'Moulin Rouge' director Baz Luhrmann.
In the ad, Kidman is seen entering a building and climbing a staircase where she meets Brazilian actor Rodrigo Santoro, who appeared in last year's hit comedy 'Love Actually'. The pair kiss and disappear into a room before Kidman reappears to greet her fans, wearing a pendant saying No 5. It is the only reference to Chanel in the ad.
Kidman, who claims to be a lifelong fan of Chanel No 5, was signed by the designer brand in October. Separately, it is being reported that she is in talks to star as Coco Chanel in a movie about the fashion designer's life.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.