Veteran publicist Lee Phillips is unceremoniously let go from his role at a top film studio. However, studio head Dave Kingman later brings Lee back for a private view of Time Over Time, a new time-travel thriller featuring the once-beloved couple Gwen Harrison and Eddie Thomas. The duo, portrayed by Catherine Zeta-Jones and John Cusack, were a sensation in Hollywood, enchanting audiences in six romantic films that amassed over a staggering $100 million at the box office.
Despite their on-screen success, the couple's off-screen relationship deteriorated when Gwen engaged in an affair with her co-star Hector, leading to Eddie's mental collapse and subsequent retreat into a New Age wellness center. Having been away from Gwen for sixteen months, Eddie still grapples with the pain of seeing her visit their cherished locations with Hector.
As Lee joins Kingman, he discovers the film’s director, Hal Weidmann, is adamant about holding the film’s premiere at an upcoming press junket rather than releasing any footage. With the studio desperate to recover from a two-year dry spell, Kingman implores Lee to create a buzz around the event by convincing the media that Eddie and Gwen have rekindled their romance, promising Lee his job back if successful.
To pull off this undertaking, Lee teams up with novice publicist Danny. In a bid to keep the press entertained, they shift the event to a remote Hyatt amid the desert, far from any distractions. Meanwhile, Gwen feels the weight of her recent flops and reluctantly agrees to attend the junket, with the help of her ever-ignored sister and assistant, Kiki Harrison.
Gwen's relationship with Kiki is fraught with tension; Kiki struggles for recognition while seeing her sister bask in the limelight. As the junket unfolds, Eddie’s apprehension about confronting Gwen grows, but he is bribed by Lee to attend. Unexpectedly, feelings combust as Kiki helps Eddie, leading them to share an intimate moment that complicates matters further.
Press distractions escalate as Lee engineers a series of events to maintain the illusion of a reconciled Eddie and Gwen, including an embarrassing media incident involving Eddie. What was meant to be a showcase for the film spirals into chaos when Hector confronts Eddie, culminating in a public brawl.
As the junket climaxes, the real drama unfolds: Weidmann shocks everyone by not only presenting the film but revealing he utilized secret footage capturing the couple's unraveling relationship. Gwen attempts to reclaim the narrative but finds herself publicly rebuffed by Eddie when he declares his true affection for Kiki. Humiliated, Gwen dismisses Kiki, who finally chooses her own happiness.
In the aftermath, Weidmann’s unconventional film becomes a surprise hit, allowing Lee to regain his footing at the studio. Gwen tries to play damage control with the press, and Eddie, alongside Kiki, sets off to explore their budding romance. The events unfold in a whirlwind of emotions and revelations, highlighting the complexities of love, fame, and the price of Hollywood relationships.
