Blake Lively’s 2024 drama It Ends With Us is the most obvious example, making a staggering $US351 million at the box office despite an unfolding PR crisis for Lively amid her messy feud with co-star Justin Baldoni. And it was certainly the case for Sydney Sweeney’s 2023 rom-com Anyone But You, which pocketed a hefty $US220 million as affair rumours engulfed the actress and her co-star Glen Powell, the latter’s relationship with model Gigi Paris crumbling as a result of the endless stream of salacious headlines. But it seems the press garnered from Sweeney’s recent American Eagle denim jeans campaign hasn’t translated to box office dollars, with the Euphoria actress copping not one, but two film bombs in the space of just two weeks. Americana, starring Sweeney as budding country singer Penny Jo, debuted in cinemas two weeks ago, failing to hit the $US1 million mark in its opening weekend domestically. Next it was the big budget, star-studded thriller Eden, which was shot on the Gold Coast in Queensland in late 2023 and finally premiered in more than 600 cinemas last week. Featuring Sweeney, Jude Law, Vanessa Kirby and Ana de Armas, the Ron Howard film made an estimated $US1 million in its opening weekend against a reported $US50 million budget, per Collider. Sweeney, one of the most talked about actors in Hollywood right now, had a hard task bolstering ticket sales for the two movies despite her star power, after the films copped mixed to negative reviews in the lead up to their releases. It’s certainly been a turbulent few weeks for Sweeney. She’s yet to comment on the global backlash generated from her appearance in the American Eagle denim ad, which faced accusations it pushed “eugenics” and “White supremacy” messaging. Sweeney was subsequently identified as a registered Republican in Florida as of June last year. President Donald Trump later praised the 27-year-old star, declaring, “If Sydney Sweeney is a registered Republican, I think her ad is fantastic.” In an interview published last week in the Wall Street Journal, Sweeney reportedly declined to comment when asked about the campaign. She did, however, admit to thinking “strategically” whenever she aligns herself with a brand.