“It Ends With Us” has become a box office success, but its marketing has drawn significant criticism, particularly for Colleen Hoover’s popular novel about domestic violence.
The film’s stars, Justin Baldoni and Blake Lively, have notably been absent from joint appearances on the press tour, raising questions among fans.
Based on Hoover's bestseller, the film tells the story of Lily Bloom (Lively) and Ryle Kincaid (Baldoni). What begins as a passionate romance quickly evolves into a situation of abuse that Lily initially struggles to recognize.
The film’s controversy mirrors that of Olivia Wilde’s “Don’t Worry Darling,” though this time, domestic violence advocates are leading the boycott.
Despite “It Ends With Us” earning $50 million in its opening weekend—second only to Lively’s husband’s film “Deadpool & Wolverine”—the promotional efforts, including Hugh Jackman’s red carpet appearance and Ryan Reynolds’ interview with Lively’s on-screen partner, didn’t resonate with audiences as intended.
Lively, who portrays a character that ultimately escapes an abusive relationship, encouraged fans to enjoy the film in a more casual, carefree manner. However, this approach seemed out of sync with the film’s serious subject matter, leaving many viewers unprepared for its intense themes.
Baldoni, who not only directed but also starred in the film, has been largely absent from promotional activities. He handled interviews alone and did not appear alongside Lively or Hoover in press events or on the red carpet.
Fans have noted that neither Lively nor Hoover currently follow Baldoni on Instagram, which has fueled speculation about his on-set behavior. He even engaged a crisis PR team recently.
Reactions to the film have varied. Mik Zazon, in a widely-liked TikTok video, praised the film for its authentic portrayal of domestic violence but suggested that clear warnings are necessary. She criticized the perceived disconnect between Baldoni’s serious advocacy and Lively’s more superficial promotional efforts.
@mikkzazon #itendswithus #itendswithusmovie #itendswithusbook #dvsurvivor #mentalhealthmatters
♬ original sound - Mik Zazon
Baldoni’s commitment to domestic abuse survivors is evident in his collaboration with the nonprofit organization No More throughout production. In interviews, he has directed audiences to support resources and explained his motivations for directing the film as a male director.
Lively has since shared Instagram stories with resources for survivors of intimate partner violence, but some fans feel this response falls short. Criticism has also emerged about her focus on personal and promotional interests rather than the film's serious subject matter, with some fans expressing their disappointment and frustration publicly.
@katieeehowell Replying to @Anja “its the movie of the summer.. so bring your girls” and its a movie about dv… #itendswithus #fyp #colleenhoover
♬ original sound - katieeehowell
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