Andy Richter on his FOMO ads for Regal Cinemas, urging people back to the movies

Richter cast the spots in Chicago and shot them, pre-Hollywood strike, in a single day in Naperville, Illinois. “There’s so many funny people in Chicago. It’s such a comedy town, where lots of people, like me, got our start,” he said of the casting process.

The crew included talent from FX’s “The Bear,” which also shoots in Chicago, such as cinematographer Andrew Wehde.

Much of the humor derives from the contrast between the supernatural and the mundane. “We wanted it to be kind of a naturalistic thing, with these horror and action and science-fiction characters having personal, casual conversations,” Richter said. “We thought it was funny having somebody playing a monster, but saying how their feelings are hurt because they’re being ignored.” 

The third spot unfolds at a barbecue, where an injured action-movie hero has his own gripes to share with the host.

The spots will air on connected TV platforms and on social media. Regal hopes they actually change behavior that’s been moving in the wrong direction, from Regal’s point of view, these past few years.

“Movie theatres are gathering places where viewers collectively experience important events in pop culture. You’re fully immersed in a story projected on a big screen the way it was intended,” said Rodney Griffin, creative director at Regal. “If you wait to watch at home, you’re missing out on being a part of that moment.”

He added: “We wanted these to be funny enough to jar people into going to the movies, much like how the characters jar the people in the spots into agreeing to go. Working with Andy Richter and Quality Meats was a blast, and the results from our collaboration get to the heart of the matter.”

Richter, who’s repped by production company Story—an executive producer there, Cliff Grant, is an old friend—has directed ads before, including spots for the Illinois Lottery and Missouri Lottery. But with TBS’s “Conan” going off the air in 2021, he’s found time for other creative pursuits—and would like to continue directing spots, which he likens to work he’s done in the past.

“I’ve been putting short pieces of comedy on television for 30 years. It’s what I do,” he said. “I understand commerce is the basis of this, but I mean, commerce is the basis of all television comedy, when it comes down to it. There’s also a set amount of time and a kind of beat-the-clock, game-show aspect to it that I find fun and invigorating.” 

He’d also like to try his hand at content beyond comedy.

“I’d love to do a bit of everything,” he said. “I want to be able to say, oh, I did a car chase. I did a beauty shot. I pulled at heartstrings. I’d like to try it all. But I realize there are people that specialize in heartstrings. They’ll probably get the heartstring specializers for those jobs.”