Glen Powell Credits Sydney Sweeney for Anyone But You Marketing Strategy

Glen Powell is giving credit score the place credit score is due concerning his Anybody However You co-star Sydney Sweeney.

In a current interview with The New York Instances, the actor praised the Euphoria star for the function she performed within the film’s advertising technique to assist it turn out to be a rom-com style hit. Sweeney additionally served as an government producer on the mission.

“The 2 issues that you must promote a rom-com are enjoyable and chemistry. Sydney and I’ve a ton of enjoyable collectively, and we now have a ton of easy chemistry,” Powell defined. “That’s individuals wanting what’s on the display screen off the display screen, and typically you simply must lean into it a bit — and it labored splendidly. Sydney may be very sensible.”

Anybody However You‘s advertising marketing campaign, which closely contributed to its field workplace success, included romantic pictures of the movie’s leads, longing gazes between the duo on purple carpets, flirtatious moments in interviews and viral TikTok movies.

Powell and his long-term girlfriend reportedly splitting through the movie’s press tour additionally contributed to romance rumors swirling on social media between the pair, regardless that Sweeney has remained engaged to Jonathan Davino, who’s additionally an government producer on the film.

“I used to be on each name. I used to be in textual content group chats. I used to be most likely protecting all people over at Sony advertising and distribution awake at night time as a result of I couldn’t cease with concepts,” Sweeney shared. “I needed to make it possible for we have been actively having a dialog with the viewers as we have been selling this movie, as a result of on the finish of the day, they’re those who created the whole narrative.”

The Will Gluck-directed movie, loosely primarily based on Shakespeare’s A lot Ado About Nothing, follows Bea (Sweeney) and Ben (Powell), whose attraction for one another turns ice-cold after one night time ends badly. Nevertheless, after they’re unexpectedly reunited at a marriage in Australia, they determine to faux to be a pair.

Whereas Anybody However You has not solely turn out to be the highest-grossing romantic comedy in years, incomes greater than $200 million worldwide, the movie additionally helped with the so-called rom-com revival, hopefully paving the way in which for future movies.

“You’ve acquired to get the substances within the meal good: the story, the solid, the filmmakers, the chemistry, the ending,” Tom Rothman, chairman and chief government of Sony Footage Movement Image Group, who additionally oversees Columbia, mentioned of discovering success inside the rom-com film style, including that it “is a fragile job. So, should you’re going to make one and go for it theatrically, it higher be good.”