Glen Powell, a renowned actor, recently disclosed to The New York Times that the supposed real-life relationship between him and his co-star, Sydney Sweeney, was a mere marketing ploy for their romantic comedy, “Anyone But You.” Powell divulged that their seemingly sincere chemistry was, in reality, part of a neatly manufactured promotional strategy.
He stressed the importance of audience anticipation for a successful film and how the audience’s excitement for on-screen romantic pairs can significantly impact a film’s success. The on and off-screen chemistry between him and Sweeney was precisely orchestrated to create the illusion of a real-life romance.
Sweeney, aware of the strategy, added fuel to the dating rumors to keep viewers intrigued. Aware that such rumors can greatly enhance the film’s promotion and contribute to building anticipation around her character’s development, she intentionally played along.
The pair maintained a close, playful public display during promotional events, leading spectators to believe a real, off-screen romance might be growing. This tactic kept the audience engrossed and increased attention to their film, making their shared moments a subject of discussion for many.
The speculation was intensified further when Powell’s real-life relationship broke off around the same time as the movie promotion, providing an unexpected twist to their public and professional storylines.
Powell’s romance rumors: a strategic ploy
Undeterred, Sweeney remained committed to her real-life partner, Jonathan Davino, adding a touch of suspense to their on-screen interaction.
Industry insiders had previously speculated that their public display could be part of a marketing strategy, which Powell and Sweeney have confirmed. Despite the unconventional promotional approach, the box office success of “Anyone But You” attests to the effectiveness of such methods in Hollywood.
The directors also aided the promotion by providing viewers with exclusive behind-the-scenes footage. From its opening weekend, the film has been dominating the box office, receiving praise and attracting a significant audience. This attests to the extreme strategic foresight involved in successful Hollywood marketing.
