It's become increasingly common in Hollywood for the female and male leads of a new movie to try and generate headlines for their projects by putting on close red carpet displays or giving PDA-filled interviews.
They know that it will get people talking and eventually drum up more attention around whatever film they are trying to promote.
This tactic was obvious during the recent Wuthering Heights press tour when the main leads and raised eyebrows with their closeness after cosy photo ops and gushing comments about one another in interviews.
Fans even started accusing the pair of taking part in a 'lame' publicity stunt in order to promote the movie - which centered around Heathcliff and Cathy's toxic love story.
Enter the latest big 'rom com' of the year: The Drama starring and .
Promo is now in full swing ahead of its April 3 UK release and fans have been praising the pair - who are both in happy relationships - for 'not pretending to be in love' to sell the movie.
Zendaya and Robert Pattinson are being praised for 'not pretending to be in love' to promote their new movie The Drama (seen at the Paris premiere for the film last week)
... after Margot Robbie and Jacob Elordi's cringey PDA-filled press tour for Wuthering Heights (seen at the LA premiere in January)
Cameras have captured fun-filled and light-hearted moments between with pair on red carpets and their friendly and bantering relationship is clear in joint interviews.
At the Paris premiere this week they were seen high fiving on the red carpet, in a clip now being reshared online as fans gushed over their sweet bond.
Robert, 39, is in a long-term relationship with actress and singer Suki Waterhouse and the pair hinted recently that they'd secretly married, while Zendaya also sparked rumours that she'd married partner Tom Holland by sporting a wedding ring this month.
Fans penned on X as they shared snaps and videos of the Zendaya and Robert on the red carpet together: 'Can I just say, it's SO nice watching a press tour where the lead actors (both of whom are married) aren't pretending to have the hots for one another.
'I got the biggest ick from the way Jacob and Margot behaved during WH press. This is so much better. They're fun to watch.',
Anther said: 'notice how you don't have to pretend to be in love with your co star in order to sell a movie.'
The movie follows the story of a happily engaged couple who are put to the test when an unexpected turn sends their wedding week off the rails.
In contrast Margot and Jacob's seemingly never-ending Wuthering Heights press tour earlier this year was full of eyebrow raising moments.
Things came to a head at the LA premiere of the film which was also attended by Margot's husband Tom Ackerley.
Speaking to The Daily Mail at the time body language expert revealed that whether Margot or Jacob's relationship had been hammed up or not, Tom reacted awkwardly to the situation.
The trio united at the Wuthering Heights premiere afterparty in Hollywood where they had an awkward interaction alongside the film's producer Josey McNamara and director Emerald Fennell.
Fans penned on X: 'Can I just say, it's SO nice watching a press tour where the lead actors (both of whom are married) aren't pretending to have the hots for one another'
The movie follows the story of a happily engaged couple who are put to the test when an unexpected turn sends their wedding week off the rails
Promo is now in full swing ahead of its April 3 UK release and fans have been praising the pair - who are both in happy relationships - for 'not pretending to be in love' to promote the movie
Cameras have captured fun-filled and light-hearted moments between with pair on red carpets and their friendly and bantering relationship is clear in joint interviews
Tom and Jacob stood on either end of the group for the photos and Judi revealed that Tom's 'mixed emotions smile' suggested 'the faintest hint of a cry for help'.
Judi continued: 'The posing looks a little cruel here, not just because very few if many men could style it out opposite Jacob, but because Tom is not posing next to his wife, which he might have done as her 'plus one' for the afterparty evening.
'When he does pose with Margot in these photos he's still in a sandwich, this time with her producer on the other side.'
Jacob previously raised eyebrows when he declared that he and Margot were 'obsessed' with each other while filming the blockbuster, and claimed he made sure he was no less than 10 metres away from the Barbie actress 'at all times'.
'We have a mutual obsession,' he told US entertainment platform Fandango, as the blonde beauty sat nearby.
'I think the thing is, regardless of plot or screenplay, if you have the opportunity to share a film set with Margot Robbie, you're going to make sure you're within 5 to 10 metres at all times.
'Watching how she drinks tea, how she eats her food, how she does it. When is it going to slip? When is the thing going to come undone? And, it never comes undone,' he added.
Meanwhile Margot claimed that she became 'co-dependent' on Jacob and told how they had matching rings made for each other.
Critics claimed it was an over-the-top attempt to sell their on-screen chemistry.
Several commenters accused the pair of copying the now-infamous press tour playbook used by Sydney Sweeney and Glen Powell during the promotion of Anyone But You.
'They are going way too hard with this film promotion. This is exactly like Sydney Sweeney and Glen Powell. It's all marketing,' one said.
'Overdoing it to sell their chemistry,' a third agreed.
'This shouldn't be necessary if the film is actually good.'
Others questioned the optics altogether, with one bluntly writing: 'Super creepy to say when you're married.'
Margot has been married to husband Tom for almost ten years and the couple
Several commenters also dismissed the entire spectacle as transparent PR.
'This is like Bradley Cooper and Lady Gaga (in A Star Is Born) all over again,' one reader
'It's all part of the marketing machine.'
Another added: 'She wants you to think there's something going on so you'll watch their butchering of a classic.'
While Zendaya and Robert have taken a very different approach, it appears attention over whether Zendaya and Tom are actually married or not has been making most of the headlines.
She has been flashing a series of diamond rings on her wedding finger as fans continue to wonder if she really has got married to , 29 - or if it's all simply a publicity stunt to promote new movie - in which she plays a bride.
Zendaya, who has been supported by her Spider-Man actor love Tom throughout her promotional trail, has been wearing bridal looks - and a golden band on her wedding finger amid the release.
In contrast Margot and Jacob's seemingly never-ending Wuthering Heights press tour earlier this year was full of eyebrow raising moments
Things came to a head at the LA premiere of the film which was also attended by Margot's husband Tom Ackerley (left). Jacob is seen far right
Critics at the time claimed that much of their press tour was an over-the-top attempt to sell their on-screen chemistry
