- Glen Powell has opened up on affair rumors
- The press alleged he and Sydney Sweeney hooked up
- HERE is how it helped
Glen Powell, the heartthrob from 'Top Gun: Maverick,' and the ever-glamorous Sydney Sweeney from 'Euphoria,' have been the talk of the town, thanks to their undeniable chemistry in 'Anyone But You.' In fact, there was talk of an affair between them off screen that helped to fuel the movie's success.
The Showmance Strategy
However, in a recent twist, Powell revealed to the 'New York Times' that their speculated love affair was all part of the act. "Sydney and I have a ton of fun together, and we have a ton of effortless chemistry," he admitted, highlighting the importance of fun and chemistry in selling a rom-com.
"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," he added. "Sydney is very smart."
The film, a modern take on Shakespeare's 'Much Ado About Nothing,' initially faced a lukewarm reception at the box office. Yet, thanks to a clever marketing ploy by Sony and the actors' willingness to "lean into" the romance rumors, 'Anyone But You' saw a dramatic turnaround, grossing over $200 million worldwide.
The film's success can be attributed, in part, to Sony's social media marketing efforts and the leading couple stoking rumors and making headlines with steamy photos and flirty comments, which sparked speculation about a romance on set.
The duo's flirty exchanges and steamy photos kept the audience guessing and, more importantly, watching.
Despite the swirling rumors, Sweeney has been engaged to Jonathan Davino, with whom she produced the movie through her company, Fifty-Fifty Films.
Addressing the speculation head-on, Sweeney joked during her 'Saturday Night Live' monologue about the "craziest rumor," reassuring fans that she and Davino are stronger than ever. In a playful twist, Powell made a surprise appearance, fueling the showmance narrative even further.
She added that her fiancé was at 'SNL' to support her, only to feign surprise as the camera cut to Powell sitting in the audience. "No, that's not my fiancé," she said. "He's in my dressing room!"
Sweeney also detailed how involved she was in marketing the rom-com in the 'New York Times' piece, explaining that she "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."
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Defying gravity!
A major response
Sweeney's hands-on approach to marketing 'Anyone But You' played a pivotal role in its success. From late-night brainstorming sessions to viral TikTok videos, Sweeney proved to be a marketing maestro.
A clip of her and Powell engaging in ASMR pick-up lines became a sensation, amassing 24.5 million views and showcasing the power of innovative social media strategies.
