The film “It Ends With Us” is making waves at the box office during its opening week, but it is also sparking controversy. This adaptation of Colleen Hoover’s bestselling novel has drawn scrutiny for its portrayal of domestic abuse, which has led to intense discussion online, particularly concerning its marketing and the relationship between its lead actors.
Blake Lively, who plays the main character Lily, is facing backlash from fans who believe her promotional efforts are inconsistent with the serious themes of the film. Lively’s co-star Justin Baldoni portrays Ryle and serves as the film’s director and executive producer, while Lively is a producer on the project.
In the lead-up to the release, speculation arose about a potential rift between Lively and Baldoni, with fans closely analyzing their promotional appearances. While Baldoni has praised Lively in various interviews, she has not publicly commented on their working relationship.
Critics have taken issue with Lively’s promotional style, claiming it aligns more with a romantic comedy than a film about domestic violence. A viral TikTok video criticized her for suggesting viewers “grab your friends” and “wear your florals” to watch “It Ends With Us,” with comments labeling the approach as “tone deaf.” Lively also faced criticism after a lighthearted remark in an interview where she joked about fans asking for her personal information.
Moreover, some fans expressed disappointment over Lively launching her hair care line simultaneously with the movie’s release, deeming it inappropriate given the film’s sensitive subject matter.
Adding to the conversation is a viral 2016 interview featuring Lively that resurfaced, where she seemingly dismissed queries about wardrobe choices and made a pointed comment back to a journalist about pregnancy congratulations. This has reignited discussions about her demeanor and tone during promotions, eliciting mixed reactions among viewers.
In response, Lively shared an Instagram story acknowledging the film’s female-centric narrative and the importance of its message on domestic violence. She provided resources for victims, emphasizing the film’s role in raising awareness.
Public relations experts suggest Lively may need to recalibrate her promotional strategy to align with the film’s message better. They warn that the current public perception perceives her as being too self-focused, while Baldoni has effectively centered the film’s gravity in his promotions.