Anyone but You has defied expectations and become a word-of-mouth success among Gen Z. 

Anyone but You has defied expectations and become a word-of-mouth success among Gen Z. Sony took a unique approach to the film by not rushing to release it on a streaming service like other major studios—which made for what looked like a lackluster opening. Instead, the film stayed in theaters and began to gain traction, earning $8.7M in its second weekend, $9.7M in its third, and domestically $64M—almost tripling its budget. Now, the film’s gained popularity on TikTok and the online fame of its stars, fueled by previous TV work, played a significant role in its success. Despite facing competition from other films during the Christmas season, Anyone but You has surpassed expectations and outperformed its competitors. YPulse’s Media Consumption Monitor data shows movies closely follow TV shows for Gen Z and Millennials’ weekly watching preferences, though we know social media content is influencing in their final viewing choices. (The Atlantic)