We will remember Everyone except you, that is, the comedy which at the time of writing is second at the Italian box office with more than 5 million euros in takings and more than 712 thousand spectators in theaters, in ten years? Probably not. Yet the success of this low-budget film with Sydney Sweeneyknown thanks to Euphoria and the first season of The White LotusAnd Glen Powell it tells us something that we tend to overlook, namely how much social media has the power to change the fate of a work if it gets into the right gear. It is certainly indicative of this phenomenon TikTokthe platform that has managed to bring back into vogue novels that had not achieved the desired success years earlier and which, in this case, was able to literally change the fate of a film like Everyone except youwhich started under very different auspices.
The comedy directed by Will Gluck, centered on two boys, Bea and Ben, who, due to a misunderstanding, hate each other until (guess what?) they get closer again and discover they are in love, was received in America with coldness and skepticism. Released in theaters on December 22, 2023, Everyone except you received less-than-uplifting reviews, accompanied by a B+ CinemaScore rating and a gross of just $8 million in its first week. Then something happened: viewers started sharing videos of themselves dancing and singing at the top of their lungs in theaters on TikTok Unwritten by Natasha Bedingfielda 2004 song featured on the film's soundtrack that made people become interested in the phenomenon and go to the cinema not only to watch the comedy, but also to take part in the viral phenomenon of the moment, with the song in the background and popcorn box in hand.
The producers of Everyone except youwho are certainly not stupid, have therefore decided to ride that wave by sharing the funniest videos posted online on the official channels in order to encourage the public to go to the theater – an invitation encouraged by the protagonist herself Sydney Sweeney, who began resharing the most original content on his profile. Hence the miracle: Everyone except you becomes the film that everyone thinks they have to see so as not to be left out of conversations and the hit of the moment, recording in its second weekend an increase of 45.6% in the United States and 1.2 billion views on TikTok for the hashtag #AnyoneButYou, without considering the (re)climbing of the song Unwrittena song that reminds us that life is an open book with many pages still to be written, which, thanks to the film, debuted in the Spotify Top 200 chart.
The phenomenon, needless to say, has also found fertile ground in Italy, given that the film made its mark the best debut for a romantic comedy from 2019 to today with 1,391,000 euros and 181,000 attendances in the first weekend of programming. Director Will Gluck, who already managed to make his film popular in 2010 Easy Girl thanks to the virality of the song Pocketful of Sunshinecan only say that he is very proud of what is happening to Everyone except you, considering that it is the eventisation of a title that transforms it, in most cases, into an unexpected success. Bea and Ben, between their bickering in Australia and their swims in the ocean, therefore managed to make the impossible possible, even if the price they paid was that they forced the two actors having to repeatedly deny that they are a couple even in real lifereplicating a situation that characters like Zac Efron and Vanessa Hudgens And Robert Pattinson and Kristen Stewart they have lived on their skin for a long time.
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Source: Vanity Fair
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