The recent romantic comedy ‘Anyone But You‘ has proven to be a surprise hit, earning over $200 million at the global box office. According to Glen Powell, who stars opposite Sydney Sweeney in the film, her savvy marketing strategies and effortless on-screen chemistry played a major role in its success. In this article we talk about Behind the Success of ‘Anyone But You’- Sydney Sweeney Smart Moves Revealed by Glen Powell.
In an interview with The New York Times,
Powell heaped praise on his co-star Sweeney, who also served as an executive producer on the film. “The two things that you have to sell a rom-com are fun and chemistry. Sydney and I have a ton of fun together, and we have a ton of effortless chemistry,” he stated. “That’s people wanting what’s on the screen off the screen, and sometimes you just have to lean into it a bit — and it worked wonderfully. Sydney is very smart.”
Sweeney was highly involved in the marketing campaign for ‘Anyone But You’, which heavily pushed the romantic angle between the two leads. This included loved-up photos, flirty red carpet appearances, and viral TikTok videos that sparked relationship rumors. Sweeney’s fiancé Jonathan Davino is also an executive producer on the film.
“I was on every call. I was in text group chats. I was probably keeping everybody over at Sony marketing and distribution awake at night because I couldn’t stop with ideas,” Sweeney explained. “I wanted to make sure that we were actively having a conversation with the audience as we were promoting this film, because at the end of the day, they’re the ones who created the entire narrative.”
Her strategies clearly worked,
As audiences turned out in droves to see if the fictional on-screen couple would end up together. This kind of audience participation used to be commonplace for rom-coms, but has been lacking in recent years as the genre declined.
‘Anyone But You’ director Will Gluck loosely based the film on Shakespeare’s ‘Much Ado About Nothing’. It follows Bea (Sweeney) and Ben (Powell), whose attraction turns frosty after a bad first date. When they reunite at a wedding, they pretend to be a couple to save face.
Of course, Sweeney’s ideas wouldn’t have mattered if she and Powell didn’t have genuine chemistry. As Powell noted, this is crucial for any successful rom-com. Audiences need to believe the leads actually like each other for the “happily ever after” payoff to feel earned.
Sweeney’s determination has helped revitalize a genre many thought was dead after a long string of box office flops. As Tom Rothman, Chairman of Sony Pictures Motion Picture Group, observed: “You’ve got to get the ingredients in the meal just right: the story, the cast, the filmmakers, the chemistry, the ending. It’s a delicate task.”
With ‘Anyone But You’ grossing over 5 times its $38 million budget, Sweeney has proven herself a smart producer who understands what audiences want. She leveraged her influence over marketing to craft a campaign that tapped into nostalgia and the desire for a feel-good romance.
Glen Powell credits his co-star for being the driving force behind the scenes. Thanks to her efforts, the world has fallen back in love with romantic comedies. Sydney Sweeney has demonstrated creative instincts far beyond her 25 years, and her star power will likely continue rising in Hollywood thanks to this breakout hit. I sincerely hope you enjoyed reading this “Behind the Success of ‘Anyone But You’- Sydney Sweeney Smart Moves Revealed by Glen Powell” article.
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