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Kirsten Stewart - Source: Reuters
It's the worst kept secret in Hollywood - up there with Tom Cruise, John Travolta and Jodie Foster (libel laws prevent me expanding on this any further - but you know what I'm talking about.)
Kristen Stewart has finally confirmed what we've long suspected - that she is in a relationship with her Twilight co-star Robert Pattinson.
Or is she?
The revelation conveniently comes just as the PR machine for Twilight: Breaking Dawn kicks into gear.
She's on the cover of GQ is a saucy retro bikini - talking about how she's a woman now. It was during this photo shoot, she allegedly revealed her "boyfriend is English".
When quizzed about it in an interview the following day, she said: "'So much of my life is so easily Googled. I mean, it's like, come on guys, it's so obvious!
"I don't think you realise what a big deal it is for people. Well, it is a big deal. They would be "Oh. My. God". There would also be still a 50/50 split. Some people would still be, "See, told you they're not together."
"I don't worry about it at all. It's just one of those things. I'm selfish. I'm like, "That's mine!" And I like to keep whatever is mine remaining that way. It's a funny little game to play and it's a slippery slope. I always say to myself I'm never going to give anything away because there's never any point or benefit for me."
Of course, she doesn't actually say "Robert Pattinson is my boyfriend". Kristen would never be so straight forward as that.
But you have to wonder, is this really a personal confession? Or simply an attempt (and undoubtedly a successful one) to grab headlines and promote their upcoming film?
You may have noticed the couple are rarely seen together outside of the Twilight franchise. Yet every year, right around release date, they come together to toy with the media.
They wouldn't be the first onscreen couple encouraged to re-enact their romance in real life.
For some reason, it seems key to any marketing strategy involving teenage audiences.
Perhaps it was the success of power pop couple Britney and Justin but some time circa 2005 it became the marketing tool of choice.
Zac Efron and Vanessa Hudgens kept their romance alive for three years throughout the High School Musical trilogy - only to split as soon as the final film wrapped.
Most recently, Taylor Lautner and Lily Collins (daughter of Phil Collins) were said to be Hollywood's hot new couple. Oh, and they happen to be in Abduction together. How convenient.
They too mysteriously split up as soon as the promo rounds were over.
Workplace relationships aren't limited to Hollywood - and certainly there are plenty of genuine on set romances (or at least flings, they never seem to last long).
But when the stories, pictures and convenient confessions only arise around release date, you've got to wonder. Especially in the case of Twilight, which is based on the premise of soulmates and one true love.
What better way to get teen audiences to buy into the story than to imagine the two leads are genuinely in love - both on screen and off?
So until I see Kristen on the cover of People magazine in a giant meringue, I'm not buying it.
To read more Joanna Hunkin opinion click here.
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