The Marketing For “It Ends With Us” Ain’t It, And Here’s Why

Avid social media users and moviegoers know about the recent release of “It Ends With Us,” a movie based on a book of the same title. The film has received significant attention online throughout its production and release. And now that the movie is in theaters, these conversations have continued – often with a negative tone.

The “It Ends With Us” movie is based on the 2016 book by Colleen Hoover. It follows Lily Bloom (played by Blake Lively), a woman who overcomes her traumatic childhood, creates her own life path, and opens up her dream flower shop. Then, she meets Ryle Kincaid (played by Justin Baldoni), with whom she quickly falls in love. 

However, their love can be described as anything but sweet and gentle.

 The book’s main focus is domestic violence (DV) and how history tends to repeat itself unless we actively choose to put an end to it. Although the story is more complex, this is where it all begins.

Unfortunately, instead of focusing on these important aspects of the book, the press tour for the movie mostly fails to mention these issues.

The main actress, Blake Lively, barely addressed the importance of the movie’s message. Instead, she used the press tour to promote her new haircare line, encourage people to wear floral dresses, and display her fashion style. 

She also tried to put a “lighter spin” on the movie, promoting it as a romantic comedy instead of a story about domestic violence. This can be triggering for domestic violence survivors and those with PTSD, who think they’re just going to see a fluffy romcom with their friends.

The seemingly insensitive way Lively has approached the promotion of this movie has only been fueled by her husband Ryan Reynolds joining the marketing of “It Ends With Us.” According to Lively, Reynolds rewrote the book’s “rooftop scene,” one of the key moments from the beginning of the film, during the writer’s strike a while back. Of course, that in itself brings a whole other set of issues.

Another thing to note is that Lively serves as a producer for the movie, not a scriptwriter, director, or costume designer. Despite that, many found her behavior during the press tour aggravating, seeing her insert herself into all other parts of the project that weren’t her responsibility.

Blake Lively also encouraged fans to grab their friends and wear a floral dress to the movie’s premiere, which raised several eyebrows.

Many saw it as unsympathetic to the delicate topics discussed in the book and movie. Instead of advocating for domestic violence survivors and bringing awareness to the film’s message, Lively chose to promote her new haircare brand and showcase her floral wardrobe.

Many social media users, particularly on TikTok, expressed their disapproval of Lively’s actions during this press junket. They have referred to her as tone-deaf, diva-like, and dismissive of the true experience domestic violence survivors go through.

@lovingsingle

@It Ends With Us

♬ original sound – Loving Single

Once the red carpet premiere and the interviews continued, things got messier.

Justin Baldoni, who plays one of the three main roles, has barely interacted with the other cast members. Despite that, he remains the only one in the ensemble who actually speaks out on the message of the movie, advocating for domestic violence survivors.

@evie.magazine

The internet isn’t happy with how Blake Lively has been conducting herself in “It Ends With Us” PR, comparing her interviews to Justin Baldoni’s. After seeing interviews side-by-side, what do you think? #itendswithus #itendswithusmovie #itendswithusbook #blakelively #justinbaldoni

♬ original sound – Evie Girl Shop

Baldoni used his platform to not only highlight the movie’s message but also empower domestic violence survivors around the world. He also praises his costars any chance he gets despite them not acknowledging him at all.

It’s an incredible shame that the movie’s male star speaks out on the issues, while the female cast members remain silent, focusing on fashion and making light of the situation.

That said, let’s remember we don’t know what went down during filming between the costars. We also don’t know them personally, so we can’t pass judgment on their characters. But this doesn’t change the fact that the way Blake Lively chooses to use her stardom and fame during the “It Ends With Us” press tour is controversial and upsetting to many.

Personally, I find the way Blake Lively has approached the promotion of this movie infuriating and difficult to watch, but I’ll leave the final decision to you.

Featured image via “It Ends With Us” Trailer screengrab