Title: Margot Robbie, Jacob Elordi and the Hollywood ‘Showmance’ Industry
Outlet: The Sunday Times
Author: Phoebe Luckhurst
Date Published: February 7, 2026
In a deep dive by The Sunday Times, journalist Phoebe Luckhurst unpacks the enduring phenomenon of the Hollywood “showmance” – and features expert commentary from our agency’s founder and CEO, Stacy Jones.
The piece explores how studios have long used fabricated or exaggerated on-screen/off-screen chemistry to drive publicity, citing examples from Margot Robbie and Jacob Elordi to Pamela Anderson and Liam Neeson. As the article makes clear, modern fauxmances are more strategic than ever and Stacy explains how the real magic lies in amplifying what already feels believable.
“There’s rarely a formal plan,” says Stacy.
“Publicists, managers, studio marketing teams, and sometimes agents align on tone and boundaries. On red carpets it might mean standing closer, shared glances, inside jokes. In interviews, it’s warmth and deflection rather than denial.”
Rather than manufacturing drama, today’s marketing teams work within a subtler playbook to maximize buzz and extend a film’s cultural shelf life.
“It doesn’t make a film successful,” Stacy notes,
“but it can make it louder. A perceived off-screen romance keeps a movie in the cultural conversation longer, fuels press cycles, and drives social engagement.”
Stacy’s inclusion in this Sunday Times feature underscores Hollywood Branded’s leadership in entertainment marketing, celebrity partnerships, and audience psychology. As traditional advertising struggles to cut through, our agency continues to guide brands and studios through modern tactics that drive earned media, fan engagement, and lasting visibility.
📣 Want more industry insights like this?
For expert content on brand partnerships, pop culture, and celebrity strategy. Read more insights at Hollywood Branded’s Insights Blog – or dive directly into the original article.
