Take attractive actors with sizzling chemistry, mix in a little contemporary romance, and voilà, you’ve got a recipe for pop culture dominance.
It’s been a fun few months at the box office – and on the couch at home – courtesy of The idea of you, Challengers It is Nobody but you. All three films prove that tried-and-true promotional methods really work when executed well.
It feels like a return to the pre-streaming era, with good old chemistry between actors and movie stars selling these moderately budgeted films. Streaming has only fueled its success. Here are four reasons why these movies have probably taken over your social media feeds.
The press tour is back, baby
OK, press tours never went away. Virtually every film has a specific media release (magazine profile, night tour) before its release, but with the exception of superhero films and tentpoles (Furious, Dune: Part Two) it’s been a while since we’ve seen a worldwide promotion of “regular” films.
Challengers I went ahead. Zendaya brought the chic sneaker to Milan, Monaco, London, Rome, Paris, and Sydney, and it paid off, as the film opened at number one on its opening weekend.
“Press visits play a crucial role in promoting films and generating buzz, especially with the introduction of social media, which amplifies the reach of these moments and invites audience interaction,” said PR guru Ronn Torossian, founder and president of the public relations agency. 5WPRtold Yahoo Entertainment.
A press tour allows future audiences to get a glimpse of the actors’ off-screen relationship. For Sidney Sweeney and Glen Powell, this was of particular interest given rumors that the two hooked up when the cameras weren’t rolling. Interest in how Anne Hathaway and Nicholas Galitzine would bring the characters from the best-selling book to life The idea of you propelled the film to break the record for the most-watched trailer of any streaming original film.
Even before press tours for these three films began, Torossian says, they were “poised for success.”
“They had the right ingredients for the press tour, like star power and chemistry between the cast members, as well as unique selling points within the films themselves,” he explains.
A new era of movie stars
Reese Witherspoon recently questioned whether careers like hers and Jennifer Aniston’s are possible in the streaming era. Zendaya and her 184 million Instagram followers prove so.
“The transition to streaming has not impeded star power or the chance for talented individuals to emerge as stars. I would argue against the introduction of social media – today’s stars like Zendaya are poised to surpass the careers of the stars we know from the 90s,” says Torossian.
Hathaway’s star is well established, but she actually had a kind of Hathaissance promotion The idea of you after an era of Hathahate. Plus, Sweeney and Powell showed they can get butts in seats the old-fashioned way as they cemented their status as two of Hollywood’s most sought-after young stars. Nobody but you It was the first romantic comedy in half a decade to surpass $200 million at the box office. It also found streaming success when the film arrived on Netflix.
“Today’s fans are more dedicated than ever and will support their favorites with a passion never seen before, so having a star attached to your film is a guaranteed way to sell it to a built-in audience,” says Torossian.
Chemistry, chemistry, chemistry
Nobody but you, Challengers It is The idea of you it doesn’t work without chemistry – be it real or (a little) fake.
Galitzine told Yahoo during the film’s press tour that “the chemistry was instant” with Hathaway.
“Chemistry is an undeniable tool used to sell a film – whether it’s the chemistry between two co-stars or the chemistry they convey to the audience. When that chemistry is good, it becomes magnetic, and we find we can’t look away.” Torossian says.
Dating rumors have plagued Powell and Sweeney ever since paparazzi photos emerged of them looking flirty while filming. It’s something they still talk about months later. O Top Gun: Maverick the star admitted that he used these rumors to help promote the film. Fueling a showmance, whether real or fake, is a trick that has existed forever. These two were really good at this.
“Regardless of whether the relationship between the co-stars is real or fake, we are captivated,” adds Torossian. “It’s human nature to be curious and look for proof that this is real and hope they succeed.”
Sex is also back
Let’s not forget that sex is still an effective marketing tool.
“The pendulum is always swinging, but in today’s oversaturated streaming market, you need a shock factor to make audiences pay attention,” explains Torossian. “As Hollywood has avoided sex in films in recent years, its inclusion seems like an obvious choice to get people to tune in and talk about a film – to say it’s a film like they’ve never seen before – because they can’t remember the last time they did this.”
The New York Times put it best: “After the period of chastity, Hollywood films embrace sex again.”
Challengers was declared the sexiest film of the year, with everyone talking about that three-way kiss. Hathaway and Galitzine kissed so much in The idea of you that the Oscar-winning actress commissioned “a painting of Listerine strips” that he now hangs in his apartment, he told British GQ. Powell and Sweeney didn’t shy away from nudity in the romantic comedy.
All three films are rated R.
“It seems like the pendulum has swung back towards filmmakers exploring adult relationships and sexuality in their projects.” Challengers producer Amy Pascal told the New York Times. “I appreciate that.”
