Glen Powell Admits Sydney Sweeney Orchestrated Their Successful 'Anyone But You' Marketing Campaign

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Glen Powell is crediting his co-star Sydney Sweeney for 'Anyone But You's' successful marketing campaign. In a recent interview with The New York Times, the actor praised the 'Euphoria' star, who served as an executive producer on the project, for the role she played on the movie's marketing, to help it become a rom-com genre hit.

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00:00Glenn Powell is crediting his co-star Sidney Sweeney for anyone but you's successful marketing

00:05campaign. In a recent interview with the New York Times, the actor praised the Euphoria star

00:10who served as an executive producer on the project for the role she played in the movie's

00:14marketing to help it become a rom-com genre hit. The two things that you have to sell a rom-com

00:19are fun and chemistry. Sidney and I have a ton of fun together and we have a ton of effortless

00:24chemistry. That's people wanting what's on the screen off the screen and sometimes you just

00:28have to lean into it a bit and it worked wonderfully. Sidney is very smart. Anyone but you's marketing

00:34campaign, which heavily contributed to its box office success, including romantic photos

00:38of the film's leads, longing gazes between the duo on red carpets, flirtatious moments in

00:43interviews and viral TikTok videos, with many left wondering if the two were actually a couple

00:48in real life. Powell and his longtime girlfriend reportedly split during the film's press tour,

00:53which also contributed to romance rumors swirling on social media between the pair.

00:57Even though Sweeney has remained engaged to Jonathan Devino, who's also an executive producer on the

01:03movie. I was on every call. I was in text group chats. I was probably keeping everybody over at

01:07Sony marketing and distribution awake at night because I couldn't stop with ideas. I wanted to

01:12make sure that we were actively having a conversation with the audience as we were promoting this film,

01:16because at the end of the day, they're the ones who created the entire narrative.

01:21Hey, head of the wedding?

01:22Of my sister? Yes, I am.

01:25So where's your fiance? Where's this him?

01:26Hey, I'm Ben. I was her hall pass on your break.

01:29Wow, you are a child.

01:30While Anyone But You has not only become the highest grossing romantic comedy in years,

01:34earning more than $200 million worldwide, the film also helped with the so-called rom-com revival,

01:40hopefully paving the way for future films. For more on this story, head to THR.com. And for the

01:46latest entertainment news and updates, keep watching The Hollywood Reporter News.

Glen Powell Admits Sydney Sweeney Orchestrated Their Successful 'Anyone But You' Marketing Campaign | THR News Video

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