Brief: In a recent interview, Glen Powell lauds co-star Sydney Sweeney’s marketing savvy, attributing the box office triumph of their rom-com “Anyone But You” to her genius. Sweeney, also an executive producer, orchestrated a strategic campaign featuring playful red carpet moments and flirtatious interviews with Powell. The orchestrated rumors of their alleged affair, amid Powell’s breakup, further fueled audience intrigue, aligning perfectly with the film’s narrative. Directed by Will Gluck, the film’s massive success marks a milestone in the rom-com genre’s revival.
Glen Powell’s candid acknowledgment of the impact of rumors surrounding his alleged affair with Sydney Sweeney on the success of “Anyone But You” sheds light on the intricacies of modern-day marketing. In an exclusive interview with The New York Times, Powell credits Sweeney, his co-star and also an executive producer on the project through her Fifty-Fifty Films banner, as a driving force behind the rom-com’s box office triumph.
Powell praises Sweeney’s strategic acumen, emphasizing the importance of fun and chemistry in selling a rom-com, qualities he believes he shares with Sweeney both on and off-screen. Their effortless rapport translated seamlessly into the film’s marketing strategy, with playful red carpet appearances and flirtatious interviews contributing to heightened audience intrigue.
Sweeney’s hands-on approach to crafting the film’s marketing narrative further solidified its success. From orchestrating mushy photos of her and Powell to actively engaging with audiences through text group chats and calls, Sweeney ensured a dynamic conversation that resonated with viewers. The deliberate intensification of rumors surrounding Powell’s breakup only served to fuel interest in the film, a strategy that, according to The New York Times, played out exactly as intended.
Directed by Will Gluck, “Anyone But You” has emerged as a game-changer in the rom-com genre, earning over $200 million worldwide and catalyzing a revival of interest in romantic comedies. The film’s official synopsis, revolving around the fiery attraction and unexpected reunion of Bea and Ben at a wedding in Australia, offers a tantalizing glimpse into the humorous and heartwarming narrative that captivated audiences worldwide.