Sony’s Will Gluck-directed Anyone But You crossed $200M globally over this past weekend, injecting fresh life into the romcom genre and proving yet again that when done right, these films can travel theatrically and bring audiences together for a communal experience.
Savvy marketing, viral moments and two hot young stars in Glen Powell and Sydney Sweeney — each with significant social engagement — were a key factor to the $25M film’s success.
Some of the numbers are staggering: There have been 2.8 billion views of the hashtag #AnyoneButYou on TikTok. And, it was unexpected icing that a 20-year-old song, Natasha Bedingfield’s “Unwritten,” became an anthem for fans.
Since it began a staggered overseas rollout in December with the UK and Australia the only majors in play until mid-January, Anyone But You kept seeing incredible holds, some weeks down infinitesimally and some weeks up by a good margin.
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