‘Anyone But You’: A Potential Catalyst for a Romantic Comedy Revival in Hollywood

‘Anyone But You’: A Potential Catalyst for a Romantic Comedy Revival in Hollywood

Sony’s “Anyone But You” has surprised critics and audiences alike with its unexpected success at the box office, signaling a potential revival for the romantic comedy genre in Hollywood. Starring rising stars Glen Powell and Sydney Sweeney, the film initially had a slow start, but its box-office performance has been a slow burn, accumulating $170 million globally in just seven weeks. This sleeper hit has surpassed expectations and demonstrated that there is still an audience craving for romantic comedies on the big screen.

In recent years, the romantic comedy genre has taken a backseat as studios focused on big-budget superhero films and franchise blockbusters. Between 2004 and 2010, Hollywood consistently released between 15 and 25 romantic comedy or romance films each year. However, from 2011 to last year, the number of new rom-com releases dropped to less than 15 per year, with most years falling below 10. The decline in theatrical releases of romantic comedies was not caused by a single “kill shot” film but rather a shift in priorities for media companies.

Studios prioritize big-budget films with potential for billion-dollar box-office returns, leaving smaller-budget films, like romantic comedies, struggling to find their place. However, with superheroes falling out of favor and Wall Street’s demand for profitability from streaming platforms, the romantic comedy genre is poised for a comeback. “Anyone But You” is leading the charge in proving that audiences are still drawn to heartfelt and funny love stories.

The success of “Anyone But You” follows in the footsteps of two other rom-coms from 2022, Paramount’s “The Lost City” and Universal’s “Ticket to Paradise.” These films generated significant box-office revenue on relatively modest budgets, further indicating the audience’s appetite for romantic comedies. The performance of “Anyone But You” at the box office is also noteworthy for its sustained success. While most films experience a steep decline in ticket sales after their opening weekend, “Anyone But You” saw only a 27% or less drop in each subsequent week, indicating strong word-of-mouth and audience support.

One key factor that contributed to the film’s box-office popularity was its presence on TikTok. Users on the social media platform created short videos of themselves singing and dancing to the film’s featured song, Natasha Bedingfield’s “Unwritten.” This modern marketing approach harnessed the power of TikTok and the stars’ presence on the platform, surpassing any previous movie release. It remains to be seen if this marketing strategy can be successfully replicated by other films.

The success of “Anyone But You” has prompted major studios to pledge the return of mid-budget films to theaters. These films can fill the gaps between large tentpole features and provide consistent box-office revenue. The industry recognizes the importance of theatrical releases as they create buzz and establish a sense of quality that carries over into on-demand sales and streaming platforms. While some films will still be released exclusively on streaming platforms, Hollywood now understands that theatrical releases play a crucial role in overall downstream revenue.

Sony’s “No Hard Feelings” serves as an example of this new approach. The film performed well at the box office and became a top-streaming film on Netflix when it was released on the platform. “Anyone But You” is set to follow a similar path, as it will be available on Netflix after its theatrical run concludes, as part of a streaming distribution deal with Sony.

Director Will Gluck, known for his work on films like “Easy A” and “Friends with Benefits,” expresses his preference for mid- to low-budget movies over $200 million blockbusters. He enjoys taking on a variety of projects and finds satisfaction in exceeding expectations. Gluck’s sentiment reflects the changing landscape of Hollywood, where the focus is shifting towards more diverse and financially viable film projects.

In conclusion, “Anyone But You” has emerged as a potential catalyst for a romantic comedy revival in Hollywood. Its unexpected success at the box office, coupled with the performance of other rom-coms from 2022, indicates a renewed interest in the genre. Major studios are committing to bringing more mid-budget films to theaters, recognizing the importance of theatrical releases as part of overall downstream revenue. The film industry is embracing new marketing strategies, such as harnessing the power of social media platforms like TikTok, to reach wider audiences. With a renewed focus on diverse and financially viable projects, Hollywood is poised to reignite the romantic comedy genre and captivate audiences once again.