"Anyone But You," a romantic comedy that released in 2023 on Netflix, saw its stars Glen Powell and Sydney Sweeney embroiled in dating rumors off-screen. The rumors arose due to the intense on-screen chemistry between the two actors, leading to speculation about a real-life affair [1].
During an interview, Glen Powell shed light on why they decided to lean into the dating rumors, revealing that it was part of the marketing strategy for the movie. By not outright denying the rumors and allowing speculation to circulate, they generated buzz for the film [2].
The movie, which is described as the best romantic comedy of 2023, garnered significant attention as Powell and Sweeney intentionally played up their chemistry to promote the project. They strategically maintained a level of ambiguity to keep the audience engaged and intrigued [3].
Numerous media outlets reported on the dating rumors between Powell and Sweeney, with some highlighting how the actors leaned into the speculation for the movie's marketing campaign [4][5][6][7][8].
Despite the fabricated romance for promotional purposes, Powell credits the chemistry and dynamic between him and Sweeney for effectively marketing "Anyone But You" [9]. The intentional ambiguity surrounding their relationship helped create interest and anticipation for the movie, resulting in a successful marketing campaign [10].
The elaborate marketing strategy even caught the attention of major publications like The New York Times and The Hollywood Reporter, as well as entertainment outlets such as TMZ and People [11][12][13].
In the end, the calculated decision to play up the dating rumors paid off, as "Anyone But You" gained considerable traction and created a buzz amongst viewers, showcasing the power of strategic marketing in the entertainment industry [14][15][16].
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