Sony’s attempt at another successful romantic comedy, Anyone But You, hit our movie theater screens on Dec. 22, 2023. This classic take on an enemies-to-lovers trope used predictable romance and perfect-timed slapstick comedy to embody the entertainingly balanced “rom-com” movie genre we all know and love.
The success of the movie is not only due to director Will Gluck’s impeccable creative vision but also the marketing team’s proactiveness and the actors’ natural chemistry to create something new. A fresh setting gave this movie an immediate upper hand in comparison to others in this genre. In “rom-com” movies, viewers are used to seeing popular American cities such as New York or Los Angeles; having a setting in Australia offers something new for viewers.
In addition, actors Sydney Sweeney and Glen Powell created what seemed to be genuine chemistry between the two. This believable performance in this will-they-wont-they film plays with emotions in the best way, leaving us continuously wanting more of the pair.
Of course, this film wouldn’t have been successful without a strategic marketing team. Utilizing TikTok, the marketing team of Anyone But You created and ushered a trend that users picked up and participated in, ultimately doing additional marketing for them.
Using Natasha Bedingfield’s 2004 hit song, Unwritten, dancing trends spread across the social media app, including the movie’s very own Sydney Sweeney creating multiple videos. Implementing a popular song from 20 years ago was an ingenious way to add familiarity to this film. Not only was the 2004 hit song a recurring theme throughout the movie, but a variety of other songs created a versatile soundtrack that appeals to a wide audience.
Piedmont University students agreed that the movie was a success, in which 83% of voters on the ROAR Instagram stated they enjoyed the movie. So, if you’re looking for a basic, lighthearted movie to see, check out our local Habersham Hills Cinema for showtimes!
