Fueled by the popularity of hits like Anyone But You and One Day, the rom-com genre is enjoying a revival. For Gen Zers in particular, there's a strong connection to the gradual unfolding and slow-burn romances seen on-screen – a refreshing departure from the fast-paced world of dating apps.
For a couple of months either side of December 2023, it was tough to be on social media without seeing some reference to Anyone But You.
Sure, credit has to be given to the film’s press team on a successful media tour, but from memes about Glen Powell resembling a Capybara to rumours of the film’s co-stars having an affair to moviegoers reviving Natasha Bedingfield’s ‘Unwritten’ after it appeared in the movie, people couldn’t get enough of the rom-com.
This popularity was evident at the box office too.
Anyone But You has emerged as a box office sensation within the rom-com genre, exceeding $100 million worldwide – a milestone unmatched by an R-rated rom-com in 8 years. This unexpected success marks a significant triumph for modern romantic comedies on the big screen.
Similarly, One Day, the Netflix adaptation of David Nicholls’ Starter for 10, was the world’s most-watched series during the week of February 12th 2024. As well as claiming a rare score of 90% on Rotten Tomatoes, the limited series consumed large swathes of people on TikTok.
So what’s behind the return of the rom-com?
Particularly for Gen Z, the slow burn of a romantic comedy can provide respite from daily lives dominated by rapid trend cycles and an era of digital romance which leaves many feeling fatigued.
When inundated with fast-paced interactions and fleeting connections, there's a palpable yearning for deeper, more meaningful bonds. At a time when 57% of Gen Zers indicate that a committed relationship is their top priority, steady and meaningful connections seen in rom-coms give them a taste of the relationship norms they're after.
Rom-coms may come off as cheesy, but the awkward yet relatable moments in romantic comedies often mirror real-life experiences, offering a refreshing alternative to the superficiality of dating apps.
In the US, roughly seven in 10 people say they enjoy rom-coms, including 22% who say they love them and 47% who say they like them. And overseas in the UK, 29% of adults feel rom-coms accurately portray relationships.
Perhaps swiping through algorithmically selected matches feels detached compared to the authenticity of cringe-worthy misunderstandings, agonizing overanalysis, and serendipitous encounters seen in rom-coms. While exaggerated for entertainment, these scenarios still strike a chord with many as they feel more genuine amid the chaos of modern romance.
In the midst of today's intricate dating landscape, narratives seen in films like Anyone But You and One Day offer solace and a touch of nostalgia, evoking the timeless allure and innocence of love. By prioritizing character development, genuine portrayals of affection, and the exploration of raw human emotions, these tales resonate with younger generations who yearn for sincerity and depth in their connections.
