In November, the publicity machine for ‘I Want You Back’ kicked into high gear, fueled by a joint appearance from stars Sydney Sweeney and Glen Powell. The pair’s undeniable chemistry on-screen sparked speculation that they were secretly dating, despite Sweeney’s engagement to Jonathan Devino. The rumors intensified when Powell and his girlfriend, Gigi Paris, parted ways.
Powell recently addressed the speculation in an interview, revealing that it was all part of a carefully orchestrated plan to promote the film.
“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 said. “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.”
As a producer, Sweeney was heavily involved in the marketing campaign. She actively engaged with fans and distributed marketing materials, working tirelessly to generate excitement for the film.
“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,” Sweeney said.
In retrospect, it’s not surprising that the tactics worked. The film has been a success at the box office and has helped revive interest in the romantic comedy genre. It’s a reminder that Hollywood still knows how to create films that resonate with audiences and make them laugh, cry, and believe in love again.
