Get the inside scoop on the marketing controversy of ‘It Ends With Us’ and why TikTok is flooded with viral videos about the movie
“It Ends With Us” may be a hit at the box office, but the film’s marketing has sparked a new wave of criticism for Colleen Hoover’s best-selling domestic violence drama.
The project’s stars Justin Baldoni and Blake Lively have notably not been seen together on the press tour, raising eyebrows from fans at home.
The film, based on Hoover’s bestseller, follows the complicated story between Lily Bloom (Lively) and Ryle Kincaid (Baldoni). What starts as a steamy romance quickly turns into a situation that Lily herself cannot comprehend as abuse, initially.
The ‘creative differences’-style feud feels similar to that of Olivia Wilde’s “Don’t Worry Darling,” but this time, domestic violence survivors are boycotting the movie.
“It Ends With Us” topped the box office in its opening weekend with $50 million, second only to Lively’s husband’s film “Deadpool & Wolverine.” Fans sniffed out the couple’s attempts to create another Barbenheimer with Hugh Jackman’s appearance on the carpet and Ryan Reynolds’ interview with Lively’s on-screen love interest. However, audiences did not buy into their banter and lighthearted promotion of the film this time around.
Lively, who plays the heroine who (spoiler alert!) ultimately leaves her abusive relationship to break the cycle of abuse, told fans to grab your girlfriends and your florals and make your way to the theaters.
