Glen Powell Credits Sydney Sweeney for Successful Anyone But You Marketing Campaign

"Actor praises Euphoria star for role in rom-com marketing strategy. Chemistry and fun key to success. Viral campaign boosts box office."

In a recent interview with The New York Times, the actor praised the Euphoria star for her pivotal role in the marketing strategy that propelled the movie to rom-com genre success. Sweeney, who also served as an executive producer on the project, was lauded for her contribution to the film's box office triumph.

"The key elements to sell a rom-com are fun and chemistry. Sydney and I have a blast together, and our natural chemistry shines through on screen," Powell elaborated. "Viewers are drawn to the authenticity of our connection, and we embraced that dynamic wholeheartedly. Sydney is incredibly intelligent."

The marketing campaign for Anyone But You played a significant role in the film's commercial success, featuring romantic photos of the leads, captivating moments on red carpets, playful interactions in interviews, and viral TikTok content. Additionally, rumors of a romance between Powell and Sweeney were fueled by the actor's reported split from his long-term girlfriend during the press tour, despite Sweeney's engagement to Jonathan Davino, another executive producer on the film.

"I was fully immersed in the marketing process, constantly brainstorming and sharing ideas with the team at Sony. I wanted to ensure that we engaged with the audience throughout the promotion of the film, as their feedback shapes the narrative," Sweeney revealed. "It was crucial to maintain an ongoing dialogue with our viewers as we unveiled the project to the world."

Directed by Will Gluck and inspired by Shakespeare's Much Ado About Nothing, Anyone But You follows the journey of Bea (Sweeney) and Ben (Powell), whose initial attraction turns sour after a fateful encounter. However, a chance reunion at an Australian wedding prompts them to pretend to be a couple, leading to unexpected developments.

Not only did Anyone But You emerge as the highest-grossing romantic comedy in recent years, raking in over $200 million globally, but it also played a pivotal role in the resurgence of the rom-com genre. Industry insiders hope that the film's success will pave the way for future projects in the genre.

"Crafting a successful rom-com requires the perfect blend of elements: a compelling narrative, a talented cast, skilled filmmakers, genuine chemistry, and a satisfying conclusion," remarked Tom Rothman, chairman and CEO of Sony Pictures Motion Picture Group and Columbia. "Navigating the intricacies of the rom-com genre is a delicate balancing act. Therefore, any film aiming for theatrical success must deliver on all fronts."

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