Glen Powell Says He’s Done Manufacturing Romances and Guerrilla Marketing After ‘Anyone But You’ With Sydney Sweeney
Few movie campaigns in recent memory have generated as much chatter as the one behind a certain Australian-set rom-com. It started as a modest release, then turned into a cultural conversation almost entirely driven by two stars and a lot of flirty red carpet moments. Years later, the people at the center of that strategy are still reflecting on what it cost them.
When ‘Anyone But You’ premiered in New York on December 11, 2023, it did not seem destined for greatness. The Shakespeare-inspired comedy, directed by Will Gluck, opened to just $8 million in its first weekend. It still grew into a major hit, eventually earning about $219 million worldwide against a $25 million budget.
Now Glen Powell is looking back on that campaign with some regret.In a recent interview with Esquire, Powell says he will never again manufacture a relationship or use guerrilla marketing to promote a film after his experience with Sydney Sweeney on ‘Anyone But You.’
The marketing strategy was hardly a secret once the dust settled. In a 2024 interview with The New York Times, Powell explained that the two things needed to sell a rom-com are fun and chemistry, and that the cast leaned into their on-screen connection. Sweeney, who also served as an executive producer, said she was on every call about the campaign and kept the Sony marketing team up at night with ideas.
The result was a steady flow of longing looks, flirty interviews and a CinemaCon appearance that lit up social media. Rumors intensified because Powell had recently split from his girlfriend at the time, model Gigi Paris, while Sweeney was engaged to Jonathan Davino, who also produced the film. Sweeney later addressed the rumor head-on in her ‘Saturday Night Live’ monologue.
The strategy came with a human cost. Paris later said on the ‘Too Much’ podcast that she was shattered when she ended the relationship, and that she was especially upset when the pair later described the rumors as a PR scheme at the expense of her relationship. She said she only wanted respect and basic decency.
Powell stayed publicly silent on her comments until a GQ cover story, where he said he would always have love and respect for her. In that same profile, he also relied on advice from Tom Cruise about handling the tabloid attention that comes with fame. It was an early sign that the experience had changed how he thinks about publicity.
Sweeney has also offered a different perspective since then. Last October, she told Variety that the press did the work themselves and that she and Powell were not leaning in. She added that the two are open to reuniting for a sequel if the right script comes along.
The remark fits into a larger Esquire profile in which Powell reflects on a bumpy stretch of his career. He blamed Paramount’s marketing turmoil for the underperformance of ‘The Running Man,’ which grossed just under $70 million against a budget of about $110 million. He also described his next film, ‘How to Make a Killing,’ as a lesson in not rushing a project, and said he now wants to take more time.
He also said he does not want to engage in political discourse, explaining that his calling lies elsewhere. Fans and critics have reacted loudly to that stance, with some online commenters accusing him of dodging the conversation. Powell turns 38 on October 21, and his public approach appears to be shifting toward something quieter.
That context makes the marketing comment feel less like a throwaway line and more like part of a bigger pivot. After years as one of Hollywood’s most visible leading men, Powell seems to be asking what kind of publicity he really wants.
‘Anyone But You’ trailer. Starring Sydney Sweeney and Glen Powell. https://t.co/I7f9AxVzMm
— JUMBLE BAG (@JumbleBag) October 19, 2023
The statement raises a bigger question about how modern movies are sold. The ‘Anyone But You’ playbook proved that a viral story can carry a film further than a traditional trailer, but it also showed how messy blurred lines can become. Studios and stars will have to decide whether that kind of campaign is worth repeating.
For now, Powell appears to be choosing a more conventional path. Whether audiences miss the chaos or welcome the change is another matter.
What do you think of the Anyone But You marketing campaign?
Have something to add? Let us know in the comments!
