The romantic comedy genre has been in decline for the last ten years.. After its peak in the 1980s and 1990s, the next five years brought the traditional Hollywood genre to some of its lowest points. One of the legendary – and box office – stories starring Meg Ryan, Julia Roberts, Hugh Grant and even Tom Cruise, the cinematic romance was in decline.. Particularly because many films dealing with this topic were more interested in deconstructing or destroying romantic love rather than celebrating it.
Moreover, when a collection of films of average and frankly mediocre quality has replenished the catalogs of streaming platforms. A growing number of productions that satirize or reduce the great classics to caricatures have alienated their most devoted audiences. What is even more alarming is that romance novels have become third-rate productions that do not appeal to mature and sophisticated audiences.
Even the attempts of singer and actress Jennifer Lopez, who took on the production of several projects – such as Marry me And I officiate weddings Prime Video contributed too much to everyone’s disappointment. This led to the emergence of several specialized publications, including Variety, if the genre was close to oblivion.
So, Anyone but you Will Gluck was released and exceeded all expectations associated with it. The story of Ben (Glen Powell) and Bea (Sydney Sweeney) debuted to a disappointing box office over Christmas weekend 2023. But thanks to TikTok and enthusiastic word of mouth, the film managed to bounce back. wind. Enough to achieve notable success and also demonstrate that the romantic comedy still has a loyal audience waiting for new releases. But much more than great romances on the big screen, They are still important to understanding the film industry today.
TikTok and a clever campaign with love at the center
Whether it will become one of the highest-grossing films of 2023, the big question is clear. What has been achieved that this adaptation of M.much ado about nothing William Shakespeare, will it attract the attention of the public? In fact, it was a fortunate combination of factors. But in particular, a sense of possibility Sony Pictures, creating an attraction that would stand out from the rest of the Christmas releases.
In the months leading up to the film’s premiere, the lead couple hinted that they had as much good chemistry outside of fiction as they did inside. It included photographs in which they could be seen together in undoubtedly romantic situations. The relationship between the two was never confirmed, but the strategy was similar to that used in many romantic films of the 1990s. For Something worth remembering Nora Ephron, Meg Ryan and Tom Hanks carried out a campaign in which they joked, smiled and tenderly held hands. This is despite the fact that by 1993 both were married and there were no signs of a relationship between them after that.
In 1990 Pretty Woman, used a similar strategy. Garry Marshall insisted at several promotional press conferences that Julia Roberts and Richard Gere improvised several of their iconic lines. This has left fans of the genre debating whether the couple’s on-screen chemistry is more than that. The news was also never confirmed, but it nevertheless generated enough interest to become central to the film’s success.
In Anyone But You, the popularity of the feature film was increased by rumors about the relationship of the main characters. So much so that every appearance of the actors was a kind of indirect advertising. From laughing and claiming misunderstandings on set to pictures showing them on apparently secret dates. The truth is that for the film’s premiere There was enough interest to attract audiences to the theaters.
Remembering the Great Comedies of the Romantic Genre
But, in fact, most of the success Anyone but you, is the result of a genuine respect for the great romantic comedies. Beyond its modern feel, it is a story that celebrates love. The same thing happens with all the images that make the plot – familiar and without any special surprises – attractive.
The success of the film showed that the romantic genre is still one of the audience’s favorites. This makes it a breath of fresh air amid the disappointing offerings of recent years. An element that gives the film not only relevance, unexpected box office success,but also that it comes at the right time. One of his strengths.
Source: Hiper Textual
