Glen Powell and Sydney Sweeney discussed the marketing strategy of their successful rom-com Anyone But You, which has earned $219M worldwide. Powell admits that they leaned into rumors of an affair to help promote the film. “The two things that you have to sell a rom-com are fun and chemistry,” Powell told The New York Times. “Sydney and I have a ton of fun together, and we have a ton of effortless chemistry. 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, who also produced the film, was extremely hands on. “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,” she said. “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.”
