Jennifer Lopez and Brett Goldstein are the latest Hollywood stars to leverage their on-screen chemistry into real-life romance rumors while promoting their new romantic comedy, Office Romance. Although neither the Ted Lasso actor nor the Jenny From The Block singer has explicitly confirmed a relationship, fans have noted their overly complimentary interviews, hand-holding, and affectionate glances during the press tour.
Overplayed PR Tactic
Once a savvy promotional strategy, hinting at an off-screen romance to boost a film's appeal now feels like a cheap trick. Audiences increasingly see through these stunts, viewing them as manipulative ploys that undermine the quality of the content. This trend has been evident in recent years, with several high-profile pairings sparking speculation that later proved to be carefully orchestrated.
Recent Examples
Earlier this year, Jacob Elordi and Margot Robbie faced scrutiny for their gushing comments while promoting Wuthering Heights. Despite Margot being married to producer Tom Ackerley, she spoke of her "obsession" with Jacob, revealing he filled her trailer with roses on Valentine's Day. Jacob echoed the sentiment, stating, "I'd look across at her and she'd be looking at me. In that moment, we really were a part of their love, for real."
Similarly, Pamela Anderson and Liam Neeson posed for family portraits with their children during the Naked Gun press tour in 2025, fueling intense romance rumors. Sydney Sweeney and Glen Powell took the "showmance" to new heights in 2023 for Anyone But You, openly flirting despite being in committed relationships. Glen later admitted it was for the cameras, saying, "The two things you have to sell a romcom are fun and chemistry."
In 2018, Lady Gaga and Bradley Cooper stirred speculation during A Star Is Born promotions, but Lady Gaga later confessed, "Yes, people saw love and—guess what—that's what we wanted you to see."
Authentic Couples vs. Staged Romances
While genuine on-set romances do happen—such as Eva Mendes and Ryan Gosling, Tom Holland and Zendaya, or Brad Pitt and Angelina Jolie—these films succeeded because of their quality, not the real-life relationships. The Notebook remains a beloved classic even though Ryan Gosling and Rachel McAdams initially clashed on set. Similarly, About Time (2013) thrives without any off-screen romance between its leads.
The 2025 film Eternity, starring Callum Turner, Elizabeth Olsen, and Miles Teller, avoided such stunts entirely, relying on its strong script and performances. Given Turner's high-profile relationship with Dua Lipa, a fake romance would have likely caused uproar.
Time to Retire the Stunt
The "showmance" now feels overdone and detracts from a film, implying low quality that requires a gimmick. As a rom-com fan, I'll still watch Office Romance, but the contrived promotional romance leaves a sour taste. It's time for Hollywood to retire this tired tactic and let the work speak for itself.
