Glen Powell Reflects on Marketing and Relationships After ‘Anyone But You’ with Sydney Sweeney

In recent times, few movie promotions have sparked as much discussion as the campaign for the Australian-set rom-com. What began as a modest release quickly evolved into a cultural phenomenon, largely fueled by the chemistry between its two stars and a series of flirtatious red carpet appearances. Now, years later, those at the heart of this strategy are contemplating its impact.

When ‘Anyone But You’ debuted in New York on December 11, 2023, it didn’t initially seem poised for success. The Shakespeare-inspired comedy, directed by Will Gluck, opened to a mere $8 million in its first weekend. However, it ultimately blossomed into a significant hit, grossing approximately $219 million worldwide against a budget of $25 million.

Glen Powell has since reflected on that marketing campaign with some regret. In a recent interview with Esquire, Powell expressed that he will not engage in manufacturing relationships or guerrilla marketing for film promotions again, following his experience with Sydney Sweeney on ‘Anyone But You.’

The marketing strategy became clear as time passed. In a 2024 interview with The New York Times, Powell noted that the key ingredients for selling a rom-com are fun and chemistry, which the cast fully embraced. Sweeney, who also took on the role of executive producer, was actively involved in every aspect of the campaign, often keeping the Sony marketing team awake with her ideas.

This led to a steady stream of longing glances, playful interviews, and a memorable CinemaCon appearance that took social media by storm. Speculation intensified as Powell had recently ended his relationship with model Gigi Paris, while Sweeney was engaged to Jonathan Davino, who also produced the film. Sweeney later addressed these rumors directly during her ‘Saturday Night Live’ monologue.

However, this strategy came with personal repercussions. Paris later shared on the ‘Too Much’ podcast that she felt devastated after their breakup, particularly when the couple referred to the rumors as a PR stunt that affected her relationship. She emphasized her desire for respect and basic decency.

Powell remained quiet about her comments until a GQ cover story, where he expressed his enduring love and respect for her. He also mentioned taking advice from Tom Cruise on managing the tabloid attention that accompanies fame, indicating a shift in his perspective on publicity.

Sweeney has also offered a different viewpoint since then. Last October, she told Variety that the media created the narrative themselves, and she and Powell were not actively participating. She added that they would be open to reuniting for a sequel if the right script presented itself.

Powell’s remarks fit into a broader Esquire profile where he reflects on a challenging phase of his career. He attributed the underperformance of ‘The Running Man’ to Paramount’s marketing issues, which grossed just under $70 million against a budget of about $110 million. He also described his upcoming film, ‘How to Make a Killing,’ as a lesson in patience, expressing a desire to take more time with future projects.

He also stated that he prefers to avoid political discussions, clarifying that his focus lies elsewhere. This stance has drawn mixed reactions from fans and critics, with some accusing him of sidestepping important conversations. As Powell approaches his 38th birthday on October 21, his public persona seems to be shifting towards a more subdued approach.

This context makes his comments on marketing feel more significant, suggesting a larger pivot in his career. After years as one of Hollywood’s most prominent leading men, Powell appears to be reevaluating the type of publicity he truly desires.

‘Anyone But You’ trailer. Starring Sydney Sweeney and Glen Powell. https://t.co/I7f9AxVzMm

— JUMBLE BAG (@JumbleBag) October 19, 2023

This raises broader questions about the methods used to promote modern films. The ‘Anyone But You’ strategy demonstrated that a viral narrative can propel a film further than traditional trailers, yet it also highlighted the complexities that arise from blurred lines. Studios and stars must now consider whether such campaigns are worth pursuing again.

For the time being, Powell seems to be opting for a more traditional approach. Whether audiences will miss the chaos or embrace the change remains to be seen.

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