The success of “Anyone But You” is a testament to the power of a well-executed marketing campaign. By leveraging the allure of its stars and the viral potential of social media, the film transformed itself from a “disappointing” box office opening into a streaming sensation.
Sydney Sweeney, an executive producer on the film, played a pivotal role in crafting the strategy. She maintained constant communication with the marketing team, feeding them with ideas and ensuring an active conversation with the audience. This approach created a sense of engagement and ownership among viewers, who felt invested in the film’s success.
The campaign hinged on hinting at a potential romance between Powell and Sweeney, a strategy that generated widespread media coverage and fan engagement. The co-stars’ flirtatious interviews, intimate online banter, and suggestive photos from the set further fueled the speculation.
The release of the film’s “serenity song,” Natasha Bedingfield’s “Unwritten,” proved to be a viral sensation on TikTok. The catchy tune sparked a dance trend and became synonymous with the film, attracting a wider audience. This organic buzz, combined with the ongoing speculation about Powell and Sweeney’s relationship, created a snowball effect that propelled the film’s popularity.
As a result, “Anyone But You” experienced a strong run in the weeks following its initial release, ultimately grossing over $218 million worldwide. It became a case study in the transformative power of social media and the potential for marketing campaigns to drive audience engagement and box office success.
