When Sydney Sweeney teamed up with Glen Powell to bring back the era of rom-coms with Anyone but You, despite the initial lukewarm reception, the film eventually soared to heights of popularity. Soon enough, the actors were buzzing everywhere, making headlines as the on-screen power couple of the year. However, not many realized that a lot of promotional strategies were in the works and the best one was yet to be revealed. 

So much so that the promotional maneuver not only worked its charm but also contributed significantly to the film's widespread acclaim and popularity.

Following the commencement of promotional activities for Anyone but You, the focus swiftly shifted from the on-screen dynamic between Sydney Sweeney and Glen Powell to speculation surrounding their off-screen connection. In a recent interview with The New York Times, Powell disclosed how, following his breakup with his long-term girlfriend, fans began to speculate about a romantic involvement between him and Sydney. In response, Powell admitted to subtly leveraging these rumors to cater to audience expectations, both on and off the screen.

Powell emphasized the pivotal role of "fun and chemistry" in selling a rom-com, expressing gratitude for their abundant presence, particularly highlighting their "effortless chemistry." Sweeney echoed this sentiment, stressing the importance of maintaining active communication with the audience during promotional efforts, acknowledging them as the architects of the “narrative”. Additionally, Sweeney confessed to inundating the Sony marketing and distribution team with a plethora of ideas, driven by her enthusiasm for the project.

Despite Crossing $200 Million Sydney Sweeney Wants a Few Things to Go Right for an ‘Anyone But You’ Sequel

Even though this is not the first time the pair addressed the speculations, their recent candid revelations have sparked significant interest. However, the last time the actress addressed the rumors, it sure did have a hint of their effective promotional genius.

When Anyone but You first released, little did fans know that the theory they had been crafting would be the one the stars owned for the movie’s success. But in an interview with GQ from March, Sydney Sweeney addressed the far and wide conjectures, saying, “It’s just people writing clickbait”. Through a series of promotional clips and numerous interviews, Sweeney and Glen Powell generated immense excitement, leading to the film being dubbed the rom-com sensation of the year with a stellar box office reception. 

This time around, however, they openly discussed how the narrative played to their advantage, with Sweeney expressing her intentions to explore certain aspects in a potential sequel, emphasizing her desire to cater to audience preferences. It appears that she has already succeeded in doing so. However, if a follow-up were to work out, the duo may need to devise a new PR strategy, as their current one has been stripped of its secrecy.

Where Can You Watch Sydney Sweeney’s ‘Anyone but You’? A Guide to Stream the Rom-Com of the Season

What do you think of Sydney Sweeney and Glen Powell's ultimate PR strategy for Anyone but You? Let us know in the comments below!