In the lead-up to the much-anticipated release of last year’s Anyone But You, the air was thick with buzz — not just about the film itself but about the dynamic duo behind it, Sydney Sweeney and Glen Powell. Fans were left wondering: was the spark between them solely for the cameras, or did it hint at something more between co-stars? This speculation only fueled the fire of an already excited audience, and apparently, it wasn’t some PR team’s idea to make it seem like Sweeney and Powell were romantically involved off-camera.
Before the premiere, Sweeney took the promotional game to a whole new level with a genius marketing move. She convinced Sony to drop a TikTok clip where she and Powell whisper raunchy “ASMR pickup lines,” a strategy so out there, it instantly caught the internet’s attention. The clip went viral, racking up nearly 25 million views, proving that sometimes the most unconventional ideas are the ones that break through the noise.
Sweeney’s knack for spotting trends didn’t stop there. When she noticed TikTokers grooving and mouthing the words to Natasha Bedingfield’s “Unwritten” — a song that plays a pivotal role in the movie — she knew she had struck gold.
“I was like, this is really interesting, so I saved that and I storied that,” Sweeney said, referring to Instagram’s Stories feature. “Before I knew it, I was doing it every single night. It just spiraled into this thing that created a TikTok trend, and that is truly what built the audience,” Sweeney explained to the New York Times. By sharing these clips with her nearly 20 million Instagram followers, she didn’t just join in on the trend; she became a trendsetter, propelling the song and the movie, which is based off of Shakesphere’s Much Ado About Nothing, into a viral sensation.
Discussing their promotion strategy, Powell was quick to highlight the unique blend of fun and effortless chemistry they shared, both on and off the screen. “The two things that you have to sell a rom-com are fun and chemistry. Sydney and I have a ton of fun together, and we have a ton of effortless chemistry,” Powell explained. “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. Sydney is very smart.”
Behind the scenes, Sweeney was a force to be reckoned with. Her involvement went beyond just being the face of the movie; she was actively participating in strategy meetings and brainstorming sessions, ensuring that the film’s marketing spoke directly to its audience.
“I was on every call. I was in text group chats. I was probably keeping everybody over at Sony marketing and distribution awake at night because I couldn’t stop with ideas,” Sweeney said. “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.”
When addressing the rumors about her and Powell, Sweeney set the record straight during her appearance on SNL back in March. “The wildest rumor I’ve heard was about an affair with Glen Powell during filming,” she clarified, reassuring fans that she and her fiancé Jonathan Davino were happier than ever.
Clearly, Sweeney understands the ebb and flow of movie premiere buzz like a seasoned pro. If acting doesn’t pan out, she definitely has a bright future in PR. Her strategic savvy and keen eye for trends have proven she’s as adept behind the scenes as she is in front of the camera.
Before you go, click here to see all the celebrity couples who met on set.
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