In a recent interview with The New York Times, Powell praised Sweeney for her pivotal role in orchestrating a brilliant marketing campaign that propelled the movie to box office triumph.
The film, loosely based on Shakespeare’s Much Ado About Nothing, follows the story of Bea (played by Sweeney) and Ben (played by Powell). Their initial attraction turns frosty after a disastrous night, but fate reunites them unexpectedly at an Australian wedding. Deciding to pretend to be a couple, they embark on a delightful romantic journey.
So, how did Sweeney’s genius marketing strategy contribute to the film’s success? Let’s delve into the details:
- Fun and Chemistry: Powell emphasized that the two essential ingredients for a successful rom-com are fun and chemistry. Fortunately, he and Sweeney shared both. Their effortless chemistry on-screen spilled over into real life, creating a buzz that resonated with audiences. As Powell put it, “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.”
- Romantic Photos and Flirtatious Moments: The marketing campaign featured romantic photos of the leads, longing gazes exchanged on red carpets, and flirtatious moments during interviews. Fans couldn’t get enough of the palpable connection between Bea and Ben, and Sweeney’s involvement in shaping these moments was crucial.
- Viral TikTok Videos: In the age of social media, TikTok played a pivotal role. The film’s TikTok videos went viral, further fueling interest. Sweeney’s active engagement with the audience ensured that fans felt part of the narrative. As she explained, “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.”
- Off-Screen Romance Rumors: Powell’s real-life relationship status added another layer of intrigue. Reports of him splitting from his long-term girlfriend during the film’s press tour sparked romance rumors with Sweeney. Although Sweeney remained engaged to Jonathan Davino (also an executive producer on the movie), the speculation intensified interest in their on-screen chemistry.
- Box Office Triumph and Rom-Com Revival: “Anyone But You” not only became the highest-grossing romantic comedy in years, raking in over $200 million worldwide, but it also contributed to the so-called rom-com revival. The film’s success paved the way for future rom-coms, proving that the genre still has a special place in our hearts.
In the words of Tom Rothman, chairman and chief executive of Sony Pictures Motion Picture Group, “You’ve got to get the ingredients in the meal just right: the story, the cast, the filmmakers, the chemistry, the ending.” Sweeney’s marketing brilliance ensured that “Anyone But You” hit all the right notes, leaving audiences swooning and reigniting our love for romantic comedies
