So, Mad About The Boy, the 4th instalment in the Bridget Jones franchise has opened with an £11.8m take at the box office - setting a new record for romantic comedies in the UK at cinema. Encouragingly, the previous record holder was Edge of Reason, the third Bridget movie at £8.1m.  With a flight ahead of me, Ella once again is stopping me from tucking into superhero movies and drinking beer and has asked that I do some work thinking about 'Is the new BG movie going to relaunch the blockbuster romantic comedy movie in the UK'?  

 

I think it is a great question! Based on the data and current trends, there are a few key points to consider when assessing whether the blockbuster romantic comedy (rom-com) genre is on the verge of a revival in the UK.

 

Why a Rom-Com Comeback is Possible:

 

"Bridget Jones: Mad About the Boy" Breaks Records

• The latest Bridget Jones film had the biggest-ever opening weekend for a rom-com in the UK (£11.8M), surpassing previous records. This proves that the right rom-com, with an established audience and cultural relevance, can still perform at a blockbuster level.

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Streaming Fatigue & Theatrical Appeal

• Over the past decade, rom-coms have thrived on streaming platforms (think "To All the Boys I’ve Loved Before" and "The Kissing Booth" on Netflix). However, big-screen experiences still hold weight, and as audiences crave more cinema-worthy, feel-good movies, a theatrical comeback could be in the works.

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Star Power & Nostalgia

• Films like "Ticket to Paradise" (2022) with George Clooney and Julia Roberts and the latest Bridget Jones film show that casting bankable stars still works.

• Hollywood is recognising that nostalgia sells, so sequels and legacy characters (like a new Bridget Jones film) could reignite demand for rom-coms with a modern update.

• Those of us who have been with Bridget since the beginning as Helen Fielding’s column in the independent 33 years ago are now in our middle ages where nostalgia is a key cultural hook for us

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Shifts in Box Office Trends

• While superhero fatigue is setting in, and traditional dramas struggle theatrically, romantic comedies provide a lower-budget, high-reward alternative that studios may begin prioritising.

 

Challenges to a Rom-Com Blockbuster Revival:

 

Cultural Shifts in Romance & Comedy

• The tone of romantic comedies has evolved. What worked in the '90s/early 2000s may feel outdated today. Modern audiences expect more realistic, diverse, and fresh perspectives on romance rather than just the classic "boy-meets-girl" formula.

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Fewer Big-Screen Releases

• While rom-coms still thrive on streaming, studios haven’t been backing theatrical rom-coms as heavily in recent years. To fully revive the genre, we’d need consistent, high-profile releases rather than one-off hits like "Bridget Jones."

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The Power of IP (Intellectual Property)

• Franchises (Marvel, Fast & Furious, Star Wars) dominate box office earnings, making it harder for standalone romantic comedies to break through.

• However, Bridget Jones and "My Big Fat Greek Wedding" prove that rom-com franchises can still have longevity.

 

Verdict: Will Rom-Coms Become Blockbusters Again?

 

Yes, but selectively.

• If studios invest in smart, well-written rom-coms with modern sensibilities, they can thrive in cinemas again.

• The success of Bridget Jones suggests there is demand, but the key will be quality storytelling, star power, and cultural relevance.

• While we may not see another "When Harry Met Sally" or "Four Weddings" every year, expect a few major rom-coms every couple of years that resonate across generations.

 

For us folk in advertising, what could this mean for brands?

 

Feel-good movies create a halo effect for advertisers—brands that align with them benefit from the emotional uplift and positive associations. Rom-coms, in particular, tap into themes of love, joy, aspiration, and human connection, making them a perfect fit for categories like:

 

Fashion & Beauty (luxury brands, fragrances, cosmetics)

Rom-coms often feature aspirational lifestyles, fashion-forward characters, and beauty moments, making them a great match for brands in these categories.  Viewers associate rom-coms with love, self-care, and dressing up—a natural fit for beauty and fashion brands that want to sell aspiration and lifestyle.

Food & Beverage (wine, coffee, indulgent treats)

Rom-coms frequently include date night dinners, cozy café chats, or celebratory drinks, making them ideal for assoiciated catgories. 

They glorify the ritual of eating & drinking—from first-date dinners to late-night ice cream binges—creating a natural storytelling opportunity for food & beverage brands.

Travel & Hospitality (romantic getaways, airlines, hotels)

With the travel industry bouncing back, romantic escapism could be a goldmine for: Airlines & Travel Companies, Hotels & Luxury Resorts, Cruise Lines.  Rom-coms inspire travel envy—a perfect hook for brands promoting city breaks, dreamy holidays, and romantic getaways.

Tech & Lifestyle (dating apps, mobile devices, smart home products)

A resurgence in romantic comedies in the UK would create prime advertising opportunities for brands that align with the emotional tone, audience demographics, and aspirational themes of the genre.  Being ahead of the curve allows you to secure great value before the rush. If the success of Bridget Jones: Mad About the Boy signals a broader rom-com resurgence, it could create new media opportunities for brands looking to tap into nostalgia, joy, and romance.

 

It might also be worth keeping an eye on audience engagement metrics to gauge momentum. 

 

Final Thoughts: Rom-Coms = Feel-Good Brand Associations

The core appeal of romantic comedies is positivity, love, and joy—all emotions that brands want to be associated with.

If rom-coms make a full-scale comeback, brands that align with their aspirational, feel-good storytelling will have massive advertising opportunities across product placement, sponsorships, and themed ad campaigns.

 

Let’s do it!

 

Top 10 Romantic Comedies in the UK by Box Office Gross:

While specific UK box office figures for all-time top-grossing romantic comedies are not readily available, we can highlight some notable performances, three of which are previous Bridget movies….

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1. "Bridget Jones: Mad About the Boy" (2025): The latest installment in the Bridget Jones series set a new record for the highest-ever opening weekend for a romantic comedy in the UK, earning £11.8 million. 

2. "Bridget Jones: The Edge of Reason" (2004): Previously held the record with an £8.1 million opening weekend. 

3. "Bridget Jones's Baby" (2016): Opened with £4.6 million in the UK.

4. "Love Actually" (2003): Grossed approximately £36.9 million in the UK.

5. "Notting Hill" (1999): Earned around £31 million in the UK.

6. "Four Weddings and a Funeral" (1994): Collected about £27.8 million in the UK.

7. "The Holiday" (2006): Grossed approximately £20.5 million in the UK.

8. "Mamma Mia!" (2008): While primarily a musical, it has strong romantic comedy elements and earned £68.6 million in the UK.

9. "Pretty Woman" (1990): Grossed around £20 million in the UK.

10. "My Big Fat Greek Wedding" (2002): Earned approximately £18 million in the UK.

 

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And as for Bridget, you can see clearly from notable releases that she has fared well, let’s hope it continues. I’m sure it will make it into my guilty pleasures list.

 

sources, Guardian.com, boxofficemojo.com, imdbpro.com, EN.WIKIPEDIA.ORG, 25THFRAME.CO.UK