Blake Lively slammed for It Ends with Us Betty Booze promo & insensitiviy to domestic violence theme

The marketing for the film has been criticised for its emphasis on commercial products rather than the film’s themes.

Blake Lively is facing significant criticism for her promotional efforts linked to the film adaptation of Colleen Hoover's novel It Ends with Us. 

The movie, directed by Justin Baldoni and starring Lively, addresses the harrowing topic of domestic violence, yet the marketing campaign has been accused of undermining the film’s serious message with its focus on glamorous and commercial ventures.

The controversy stems from Lively's promotional activities, which have included launching her new haircare line, Betty Buzz, and her alcohol brand, Betty Booze. These efforts have included a series of high-profile events and marketing stunts, such as the "Betty Blooms" cocktail party, which featured drinks inspired by the film. This juxtaposition of a film centered on domestic abuse with celebrations of beauty and alcohol has been widely criticized for being tone-deaf and potentially exploitative.

The film It Ends with Us is an adaptation of Hoover's best-selling novel, which explores the deeply personal and painful subject of domestic violence. The novel is rooted in Hoover’s own experiences and those of her mother, providing a raw and honest look at the impact of abuse and the struggle to break the cycle. The film adaptation, while aiming to bring this important story to a broader audience, has been overshadowed by its marketing strategy, which many feel diminishes the gravity of its subject matter.

The marketing campaign for It Ends with Us has been characterized by its emphasis on fashion, celebrity, and commercial products rather than on the film’s critical themes. Lively’s promotional appearances have included donning floral dresses inspired by her character's role as a florist, and her social media posts have promoted events and products that seem disconnected from the film’s focus on domestic violence. This has led to accusations that the film’s message is being overshadowed by an excessive focus on commercial success and star power.

Critics argue that the film's promotional approach, which includes upbeat social media campaigns and product tie-ins, contrasts sharply with the film's serious themes. They contend that this disconnect risks trivializing the subject of domestic abuse and could potentially retraumatize survivors who might view the film expecting a serious and respectful portrayal of their experiences. The film’s marketing has also been criticized for failing to prominently feature resources and support for domestic abuse survivors, which could have provided practical help alongside its narrative.

In addition to the criticism of Lively’s promotional activities, the film’s approach to its subject matter has sparked debate about the broader implications of blending serious topics with commercial interests. The marketing strategy has been likened to a misguided attempt to turn a critical drama into a commercially viable product, which many believe undermines the film’s potential to foster real understanding and change.