Anyone But You Is A Box Office Hit, But Why?

How did Anyone But You manage to become an unexpected boxoffice success while being allowed to embrace sensuality？ I guess the enduring appeal of the classic Hollywood romantic comedy still works.

The triumph of Anyone But You represents a flicker of revival for the unassuming romantic comedy, a genre that, for the majority of the past decade, has primarily found its place on streaming platforms. According to Scott Meslow, the author of From Hollywood With Love: The Rise and Fall (and Rise Again) of the Romantic Comedy, the absence of romcoms from cinemas wasn't a result of dwindling audience interest, but rather the growing focus of major studios on high-budget "tentpole" productions like The Avengers and Avatar. "We witnessed a trend of numerous $200 million blockbusters that could potentially earn billions, or a $10 million project entrusted to an auteur that might clinch Best Picture at the Oscars," he remarks. "Previously, there were many films in the range of a $20 million romantic comedy that could earn $80 million, and such returns were deemed significant successes."
The transition towards high-budget action films had a particularly pronounced impact on movies designed for female audiences, even though these audiences maintained a consistent interest in films. According to Meslow, Netflix recognized that the romcoms they licensed were surpassing expectations, prompting them to initiate in-house production. Meslow elaborates, stating, "I've spoken to screenwriters who had romantic comedies lingering on shelves for a decade without garnering any attention. All of a sudden, it became a scenario where 'Netflix wants to review it on Friday, and we might present you with an option by Monday.'"

Major studios, inspired by the triumph of Netflix-produced hits like 2018's Set It Up, which also featured Powell, have started reinvesting in the romantic comedy genre. This resurgence has led to a wave of new romcoms post-pandemic, such as The Lost City with Sandra Bullock and Channing Tatum, and Ticket to Paradise starring George Clooney and Julia Roberts, both released in 2022. Additionally, last year saw the release of No Hard Feelings starring Jennifer Lawrence. Despite the star power and extensive marketing of these films, Anyone But You has already outperformed No Hard Feelings at the US box office and is poised to surpass Ticket to Paradise soon. Loria emphasizes that the winter release of Anyone But You, devoid of major holiday season blockbusters like Avatar or Spider-Man, played a pivotal role in its success. "With no major holiday season blockbuster occupying screens," he explains, "a word-of-mouth gem like Anyone But You had ample opportunity for additional showings and screenings, allowing it to gradually connect with audiences over subsequent weekends."

Hannah Strong, the digital editor at Little White Lies magazine, describes "Anyone But You" as "highly reflective of audience preferences – characterized by its light-hearted, humorous, and effortlessly enjoyable nature." She attributes the film's success, at least in part, to the release of "Barbie" in the summer of 2023. "Following 'Barbie,' individuals recognized their enjoyment of cinema-going, including those who had paused during the pandemic or infrequent attendees who now feel more accommodated," she explains. "Anyone But You resonates with the female demographic, often underrepresented in mainstream cinema."

"Anyone But You" also delves into nudity and sex scenes—a facet of mainstream cinema often celebrated alongside the romantic comedy genre. Strong remarks, "It caters to an adult audience—embodying the notion of a romantic comedy being allowed to embrace sensuality, rather than being prudish and diluted." She observes, "Many filmmakers have discussed the challenge of creating films for adults in recent years. The idea seems alien to studios now, as everyone appears apprehensive about anything potentially controversial, resulting in bland concepts lacking personality or depth."

Furthermore, the film benefits from the pairing of Powell and Sweeney, whose stardom has ascended following their roles in "Top Gun: Maverick" and HBO's teen series "Euphoria," respectively. While rumors of an on-set romance generated publicity during production, Strong doubts that tabloid gossip significantly influenced the film's box office success, a sentiment echoed by the film's modest initial box office figures in the US.

According to Meslow, the triumph of "Anyone But You" can be attributed to a classic Hollywood formula: "When you cast popular stars eager to participate in such projects, allocate substantial marketing resources, and produce a quality film, audiences will flock to see it."