‘Anyone But You’: How The Sexy Romcom Became A $200M+ Global Box Office Phenom
29.02.2024 - 22:13
/ deadline.com
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.
Domestically, we understand this is currently the movie with the 5th highest multiple (at 14.5) for films that opened in wide release in modern box office times (ie, since 1982), and the best that Sony has ever had. Part of those multiples at home and abroad has been the younger crowd going for repeat viewings.
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Sony Pictures Releasing International President Steven O’Dell tells us, “Strategically we chose a staggered release over the January/February holidays because we knew the best advocates for the film would be our audiences. We were confident every release would give confidence to exhibition and that the film just needed a chance to let audiences to speak authentically about their cinema experience. We knew we had the perfect recipe for a long, cold winter… It was
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