In this short contribution, I review the physical case of studying the gravitational properties of antimatter from a theoretical perspective. I first discuss which elements are desirable for any theory where the long-range interactions between matter and antimatter differ from those of matter with itself. Afterwards I describe the standard way to hide the effects of new forces in matter-matter interactions which still allows one to generate ponderable matter-antimatter interactions. Finally, I comment on some recent ideas and propose some possible future directions. This article is part of the Theo Murphy meeting issue 'Antiproton physics in the ELENA era'.