** original under the cut post added below, via web.archive **
FIRST TWILIGHT MOVIE/PRE ROBSTEN (2008-2009)
To give some context, Robsten didnât actually become a thing until after Twilight had made a MASSIVE DENT in the box office opening weekend.
When the first film was made, it had the budget and expectations of a small indie movie; watch or read interviews with director Catherine Hardwicke and she explicitly says that she viewed filming twilight like an indie film. No one expected it to make as much money as it did. Everyone was stunned. It wasnât until the cast started going on press tours/the studio promotion push of the movie in the months leading up to the release that people started to get a sense that maybe this was going to be kind of a big deal.Â
I went on opening night with my friend and I remember everyone involved in fandom online was begging each other to go see it opening weekend (as many times as possible) because we had to prove that we would make it worth their while to film New Moon. PEOPLE WERE GENUINELY CONCERNED THE MOVIE WOULDNâT MAKE ENOUGH MONEY TO WARRANT A FOLLOW UP.
Of course, it ended up slaying at the box office and launched Summit Entertainment to new and previously unforeseen heights. And thatâs when things started to change.
Prior to Twilightâs release, Kristen and Rob werenât pushed as anything other than friends and there wasnât a concerted effort from their team to make them look like they were together (because they werenât). Kristen was [publicly, at least] dating Michael Angarano [whoâd sheâd been with since she was 14. They met filming Speak]).
After Twilight dominated the weekend box office and the second movie was greenlit, things started changing - and quickly.
NIKKI AND KRISTENâS RELATIONSHIP
For one, Kristenâs incredibly close friendship with co-star Nikki Reed fell apart and suddenly there were âinside sourcesâ claiming that Nikki had been secretly dating Rob but that Kristen had swooped in and stolen him away from her (and that Rob had been pining after Kristen the whole time and was only using Nikki as a substitute).
I donât know what happened to cause Nikki and Kristenâs fall out, but I seriously doubt it was Rob. In fact, it was speculated (and much more likely) that Nikki and Kristen were seeing each other/hooking up and things went sour. There were a lot of rumours about them at the time and they were filmed kissing (beware - Wellington Camera) in a car. (For added fun,have a stroll through the Nikkistew tag and join me in reminiscing)
CREATE FAKE RELATIONSHIP, RAKE IN BOX OFFICE MONEY
The studio knew that the best way to sell the ~epic romance~ of Bella and Edward was to have their two leads âdateâ as well. Thatâs when the epic âRobstenâ saga went into overdrive (both with fans and on gossip sites).
And I mean, it worked. The whole reason Twilight as a book series sold so well was because Bella was a blank slate. She had no real personality and served as an empty vessel for fans to project themselves onto [sound familiar? If youâre at all familiar with Elounor, it should]. Fans reading could fill in Bellaâs blanks with their own quirks and personality and by extension feel like maybe Edward could love them as much as he loved her.
Robsten worked as an extension of that. Now fans could see that their favourite fictional couple was together in real life. They were invested on every level and it showed in merchandise sales, movie ticket sales, and book sales.
Okay, so now you have the basics. For the next couple of years it was all are they or arenât they together? speculation in the press about Rob and Kristen (fed by a constant stream of set up pap photos and articles and âinsidersâ to keep the hungry fun base alert, craving more, and most importantly - completely engaged even during the down time in between shooting movies). This went on for years until the  2012 âcheating scandalâ.
In the summer of 2012 (which was already packed with scandal - the Katie Holmes split from Tom Cruise and subsequent first taste of freedom in like 6 years [scientology still makes my skin crawl], prince Harryâs nudes, Miley Cyrus and Liam Hemworthâs engagement shit show), US Weekly posted exclusive photos of Kristen and her Snow White and the Huntsman director Rupert Sanders making out (in broad daylight - sure Jan) and also inside his car. The only problem? She was still with Rob, and Rupert was married to former 90s/early 2000s model Liberty Ross.
This was MASSIVE NEWS that absolutely everyone was talking about. Kristenâs infamous âi love him, i love him, iâm so sorryâ went viral and suddenly both actors (and the Twilight movies, which had been waning in popularity compared to the recently released first Hunger Games film) were all anyone could talk about.
Hereâs the thing - as weâve learned from the weed video, things donât really leak through tabloids anymore. Kristenâs people would have been tipped off before it went to print. They (and the studio) could very easily have bartered an exchange to keep them from being printed (by way of an exclusive at a later date, or even setting up a different but less damaging scandal later on that would still earn them hits but would salvage kristenâs reputation). Just look at the video TMZ held onto for FOUR YEARS of justin bieber being a racist asshole. That would have absolutely skyrocketed their ratings had they released it when they first got a hold of it/when it was actually surprising and relevant. But they didnât, because they knew they could get other more valuable things out of Justinâs team instead.
Every single person involved in that scandal benefited or got something out of it:
Kristen and Rob: HUGE boost in popularity/press which benefited both of them individually (yes, people were vile towards kristen but they knew it would fade out and the instant boost in popularity was worth it) AND MORE IMPORTANTLY THE DYING OUT TWILIGHT FRANCHISE. The first Hunger Games had come out 4 or 5 months prior to this scandal and had completely stolen Twilightâs thunder. They had to be proactive.
In addition, this scandal planted the seeds for a later âbreak upâ [which, conveniently happened within 2 and a half months of the the last DVD going on sale - note the release date (March 2nd 2013]. If they just broke up as soon as the movies ended without any plausible reason, it would look incredibly obvious and even the diehard robstens would start to question it. By planting the seeds ahead of time, the eventual ~end of Rob and Kristen~ looked far more natural and organic.
Of course, there was a convenient spike in reconciliation rumours and pap photos right before the final bit of merchandise in the franchise was to be released (the Twilight Forever box-set - again note the release date (November 5 2013).
Also, for the record, Kristen never confirmed they were dating. The closest we have for Rob is a quote from the sun (and we all know how dedicated they are to the facts and who would never fabricate a quote)
Rupert Sanders: He was a no name director with a limited body of work. By being involved in a scandal like this, he got exposure both inside and out of the industry. All publicity is good publicity after all. He guaranteed that more people would at the very least pay attention to him (and it gives an instant bump of press to any of his future films by simply name dropping Kristen Stewart).
Liberty Ross: Rupertâs âscornedâ wife. So this is where it gets interesting. Liberty was an up and coming successful British supermodel in the 90s and early 2000s (alongside Kate Moss) but she gave up her career to be a wife and mother and moving to LA, choosing instead to let Rupert try his hand at being the breadwinner. Libertyâs name was launched back into the press as a result of the scandal and she had a wave of job offers and renewed public interest. It did wonders for her career. Considering she and Rupert ended up getting divorced shortly after, itâs not reaching to assuming they wanted to get some professional mileage out of their marriage while they still could (and what better way than by agreeing to a cheating scandal with one of the most popular and divisive actresses at the time?)
And of course, the studios benefited massively. Both the Twilight Franchise and Snow White and the Huntsman got a huge bump in publicity, public interest, and sales.
Still not convinced? Why donât we take a look at the pap agency credited underneath the affair pictures:
I got this picture from US Weeklyâs site (the tabloid that had the exclusive and broke the story).
FameFlynet. Look familiar? It should.
This is the same agency that takes almost all of One Directionsâ set up AF stunt pictures (from Haylor to Elounor and everything in between).
You HIRE them to take pictures, not the other way around. This scandal was as set up as the strolling-around-Cheshire Haylor pictures.
Need more proof? Just look at the sheer number of times this agency has taken One Direction related pap photos (very often in situations where itâs obvious they wouldnât have been there unless it was set up/theyâd been called in - like the pictures of Eleanor leaving her house post âbreak upâ and Harry and Anne up north leaving a pub.)
KRISTEN AND ALICIAâS GLASS CLOSET
Fast forward to now, and Kristen and her âgal palâ Alicia Cargile are essentially in a glass closet. Any robsten fans she lost during the cheating scandal likely would have left after the twilight series ended anyhow, and by getting to be true to herself sheâs totally reinvented her image and gained a lot of fans who didnât connect with her during the Twilight years or see her appeal.
SO WHAT DOES THIS MEAN FOR US?
The main takeaway I hope you get from this is that scandals and feuds and romances are set up ALL THE TIME for celebrities. Harry, Louis, Liam, Niall and Zayn donât have the luxury of just being open about their lives and doing whatever they want on their own time because theyâre worth millions of dollars.
Studios will go to ABSURD LENGTHS to protect their investments and ensure sure theyâre making as much money as possible. Thereâs a reason so many costars of films marketed to teens/young adults are rumoured to be dating (even though they almost never are).
The same applies to record labels and management companies in music. They want your money and they want your undivided attention, and set up âscandalsâ are the easiest and most lucrative way to go about getting them.
It sucks to watch the boys being forced to engage in shitty stunts. Iâm not going to pretend it doesnât. But the general public also has the memory of a goldfish when it comes to gossip and things will blow over. We know how quickly things in this fandom can change. We just have to stay positive and remember that the idiocy will end eventually.
Hollywoodâs Most Influential Fake Relationships and Why They Worked
Crushable:Â Could Kristen Stewart and Robert Pattinson be Pulling off the most tragically romantic PR stunt ever?
Glamour Magazine Article on Kristen and Alicia Dating
Crushable: 10 Celebrity Fake-Lationships that still crack me up
Entertainment Weekly: The Kristen Stewart Scandal - Why it hurts her image, and helps it
(A video rather than an article but well worth watching) Editing âRealityâ TV with Charlie Brooker