For years, countless Hollywood stars have recreated their on-screen romances during promotional tours, a trend exemplified by Margot Robbie’s showmance secrets. Despite the passionate displays, many involved are actually in committed relationships away from the camera. These staged relationships are crafted to capture media attention and boost film sales by blurring the lines between fiction and reality.
Hollywood’s Strategy Behind On-Screen Chemistry
Actors often imitate their characters’ romantic connections during press tours as a strategic marketing tool. Christopher Halliday, a senior lecturer in visual cultures at King’s College London, explains that
“[t]he showmance is basically one of Hollywood’s most durable marketing tricks.”
Films centered on romantic plots frequently employ these manufactured romances to enhance audience engagement and drive box office success.
Noticeable examples extend from Margot Robbie and Jacob Elordi to Sydney Sweeney and Glen Powell, who have all engaged in publicly flirty behavior to ignite media buzz. Often, these public displays contrast sharply with their real-life relationships and commitments.
Margot Robbie and Jacob Elordi’s Flirtatious Promotions
Margot Robbie and Jacob Elordi publicly demonstrated a mutual fascination during the promotional tour for the film Wuthering Heights, directed by Emerald Fennel. Jacob described their connection on set as an “obsession,” stating, “We have a mutual obsession,” and said he made sure to stay within close proximity of Margot throughout filming.
Jacobs’s admiration extended to observing Margot’s subtle habits, such as
“how she drinks tea, how she eats her food, how she does it,”
while appreciating the consistent intensity of her performance. He shared a moment where their shared gaze felt authentic to their characters, saying:
“And in that moment, we really were a part of their love, for real.”
Margot, meanwhile, confessed to becoming emotionally dependent on Jacob, revealing,
“I’m so codependent with people I work with and I love everyone so much and I’m always that person who’s so devastated when a job’s over and I never want it to end. I think I developed that quite quickly with Jacob too.”
She described feeling “really unnerved and unmoored” when he wasn’t around during filming, likening the sensation to
“a kid without their blanket or something.”
Margot also recounted a thoughtful gesture Jacob made on Valentine’s Day, saying,
“You made my day and, as Heathcliff, filled my room with roses.”
Additionally, she praised Jacob’s acting prowess by calling him “the new Daniel Day-Lewis.” As a testament to their bond during the project, they each wore matching signet rings engraved with two skeletons embracing and the inscription,
“Whatever our souls are made of, his and mine are the same.”
Despite their public chemistry, both stars remain committed elsewhere. Margot is married to Wuthering Heights co-producer Tom Ackerley, while Jacob is in a relationship with YouTuber Olivia Jade. Fans labelled their on-screen PDA a “lame” publicity stunt, but the pairing persisted in fueling conversations around the film.
Sydney Sweeney and Glen Powell Stoke Romance Rumors Amid Promotions
During the 2023 press tour for the romantic comedy Anyone But You, Sydney Sweeney and Glen Powell provoked dating speculation with their intimate public appearances, even though both were involved in other relationships. A production member indicated that many on set believed they were a real couple, explaining,
“I knew him from Top Gun. But I just assumed they were a couple in real life. That’s what it looked like to most of us.”
Following a breakup with his girlfriend Gigi Paris, Glen’s and Sydney’s social media activity added fuel to rumors. Sydney, engaged to Jonathan Davino at the time, was unfollowed by Gigi after the separation. However, Sydney dismissed the speculation during an interview with Variety, stating,
“’It’s a rom-com. That’s what people want!’ She added, ‘Glen and I don’t really care. We have so much fun together, and we respect each other so much; he’s such a hard worker, and I’m a hard worker.’”
Glen admitted to Business Insider that they intentionally “played up” the illusion of a relationship to promote the movie, mentioning,
“I had such a wonderful journey with her on this thing. But in terms of actual dating and actually being together? [Laughs.]”
He acknowledged that leaning into the public display was challenging due to his real-life breakup, saying,
“I was with someone that I really loved and cared about and was trying to kind of make sense of a lot of stuff.”
Glen also emphasized the depth of their friendship, stating,
“Sydney and I love each other, but we are not romantically involved.”
Pamela Anderson and Liam Neeson’s Playful yet Platonic Public Display
During the summer 2025 press tour for The Naked Gun, Pamela Anderson and Liam Neeson attracted media attention for their affectionate red carpet behavior. Pamela was seen cuddling and kissing Liam’s cheek, and during a guest appearance on Watch What Happens Live, she applied lip balm to him on camera.
Liam humorously remarked that his favorite part of filming was the intimate scenes with Pamela, a comment made while noting the presence of an intimacy coordinator on set. He recalled,
“I’d never had one before. But she was in the background. There was no kind of, ‘OK! Excuse me!’”
Pamela jokingly said the coordinator “stormed off,” overwhelmed by the scenes, as Liam described,
“I can’t take this! This is too hot for me. I’m going for coffee.”
An insider clarified to the Daily Mail that Liam considered Pamela a lifelong friend, explaining,
“Liam has long felt that he isn’t going to date anymore and this connection with Pam is nothing more than an incredible friendship that they will share forever.”
Pamela reinforced this, stating in an Entertainment Weekly interview,
“I think I have a friend forever in Liam,”
while dismissing romance rumors despite posing for thoughtful digital cover shots together.
Although a source claimed they dated for some time after meeting on set, Pamela later confirmed their relationship cooled into platonic friendship:
“I adore Liam, but we are better friends, in full honesty. He is such a supporter of this new trajectory in my career and kindly tells me he is very proud of me.”
The skepticism surrounding their closeness raised questions about whether their connection was another showmance designed to generate film buzz.
Zoe Kravitz and Austin Butler’s Ambiguous Affection Sparks Speculation
Zoe Kravitz and Austin Butler stirred rumors during their promotion of the film Caught Stealing, released in August 2025. Their flirtatious conduct, including a memorable night at a Paris bar, prompted insiders to comment on their chemistry, with one saying,
“It’s not quite a fully fledged romance but Austin hasn’t been friend-zoned either.”
Both stars had recently exited high-profile relationships—Austin from Kaia Gerber and Zoe from Channing Tatum. A source told The Sun,
“Their chemistry is as good off-screen as it is on it. Austin and Zoe have been keeping it under the radar and aren’t putting a label on anything yet. They are both very respectful of their ex-partners.”
Nevertheless, neither is currently dating, as insiders confirmed after sightings of them attending an immersive show called Viola’s Room with the director. Zoe was also photographed in Rome with One Direction’s Harry Styles, reinforcing her separate romantic interests.
A source emphasized,
“Zoe and Austin are just really good friends despite all the rumors that they were anything more,”
adding that Austin supports Zoe’s choices and focuses on the film’s reception rather than their personal dynamics.
Regarding Styles, the insider noted,
“Zoe is attracted to musicians, but she is also attracted to Harry because he is really cool. He’s really cool without trying,”
highlighting Zoe’s natural preference in partners.
Lady Gaga and Bradley Cooper’s Iconic Yet Carefully Crafted Connection
Lady Gaga and Bradley Cooper fueled intense romance rumors during their 2018-2019 press tour for A Star is Born. The chemistry they displayed mirrored their characters’ relationship, captivating fans worldwide.
Lady Gaga described their instant bond to Vanity Fair:
“’From the moment he came to my home and I opened the door and we locked eyes, I felt an instant connection with him.’”
She hailed Bradley as “a friend for life” and “a renaissance man,” praising his multi-talented contributions as director, writer, singer, and actor.
At the time, both stars were undergoing personal relationship changes—Lady Gaga ended her engagement with talent agent Christian Carino, while Bradley had separated from supermodel Irina Shayk after months of difficulty.
However, Gaga denied the rumors of a real-life romance to Jimmy Kimmel, affirming,
“Yeah, people saw love, and guess what? That’s what we wanted you to see.”
Their unforgettable Oscars performance of “Shallow” intensified public perceptions of their closeness. Bradley later revealed to The Hollywood Reporter that performing alongside Gaga helped reduce his stage anxiety, stating,
“Just from a personal standpoint, it reduces the anxiety level.”
He also explained the choice of their intimate setup on stage as recreating the film’s intense moment where their characters fall in love before thousands of people.
Oscar Isaac and Jessica Chastain’s Deep Professional Bond
Jessica Chastain and Oscar Isaac captivated audiences with their undeniable chemistry while promoting the HBO miniseries Scenes from a Marriage. At the 2021 Venice Film Festival, their affectionate red carpet behavior sparked rumors, although both actors are married to other people.
Isaac has been married to filmmaker Elvira Lind since 2017, with whom he shares two children, while Chastain wed fashion executive Gian Luca Passi de Preposulo the same year, also having two children. They have been close friends since their Juilliard days and previously co-starred in the 2014 film A Most Violent Year.
Chastain described their longstanding friendship as “a blessing and a curse,” allowing for “immediate trust” but sometimes making it hard to find “quiet time” because they could “read each other’s minds.” Isaac agreed that familiarity reduces common professional worries but noted the emotional intensity when portraying a married couple, saying,
“When you care about the person so much, because it’s like working with family.”
The actors enlisted an intimacy coordinator for their steamy scenes, with Chastain admitting it was sometimes awkward despite their comfort, adding,
“I would still get embarrassed, though, so bourbon helped a lot. But the level of trust was high.”
The Significance of Hollywood Showmances in Film Promotion
The deliberate blurring of personal and professional relationships has become a well-established tactic in Hollywood’s marketing playbook. By publicly showcasing affectionate gestures and enhancing perceived connections, stars like Margot Robbie, Sydney Sweeney, and Lady Gaga help films gain traction in a crowded industry.
While these showmances often trigger rumors and intense media scrutiny, the majority of these relationships remain professional or platonic at their core. The strategy capitalizes on audiences’ emotional investment in romantic narratives, thereby generating buzz, increasing media coverage, and ultimately driving ticket sales.
As Hollywood continues to evolve amid social media’s instantaneous reach, such calculated portrayals of romance on the red carpet appear poised to remain a compelling, if sometimes uncomfortable, dimension of celebrity culture.
