They say there’sno such thing as bad publicity, but it can certainly worry a team involved in the production of a movie. Earlier this year, the romantic drama movieIt Ends With Uspremiered in theaters and started to resonate with audiences. However, some other events external to the movie made the story a hot topic. People who missed theBlake Lively(Gossip Girl) outing in theaters are finally able to check out what all the fuss was about asIt Ends With UshitMax, and the movie quickly climbed spots to become the #4 most-watched title on the platform over the past week.
It Ends With Ustells the story of Lily Bloom(Lively), a woman who decides to open a flower shop in Boston and her very first client turns her world upside down. It is neurosurgeon Ryle Kincaid (Justin Baldoni), a man who seems too good to be true. Lily’s life takes another sharp turn when her first lover resurfaces, and she starts to witness problematic behavior in Ryle. In case you didn’t catch it, the couplespirals into an abusive relationshipin which Lily is the victim.
The movie became asleeper hitand raked ina lot more than you’d expect.It Ends With Usended its theatrical run with almost $350 million at the box office, and almost half of that was made in North America. There were certainly a lot of elements that helped it resonate with audiences: the timely issue that the movie depicts, the stellar cast that also includesJenny Slate(Everything Everywhere All at Once),Hasan Minhaj(No Hard Feelings),Kevin McKidd(Grey’s Anatomy) andBrandon Sklenar(Emily the Criminal) and the fact that it was based on a best-selling novel by authorColleen Hoover. But one element helped keep the buzz going.
What Was The Problem With ‘It Ends With Us’ Marketing Campaign?
During the movie’s promotion, some fans were confused about whyIt Ends With Us' marketing campaign was so upbeat. Of course, the success of the story reaching as many people as possible should be celebrated, butfans started to get worriedbecause it seemed like the central theme of the story — domestic violence — wasn’t being discussed at all.It Ends With Us' marketing campaign has been accused of selling itas a rom-comand not taking any effective measures to underscorethe seriousness of the topic at hand.
And then it got worse: during the marketing campaign, Lively came under fire for using the momentum ofIt Ends With Usto promote her haircare line with pop-up shops, as well asblatantly avoiding discussing domestic violencewhile promoting the movie. To top it off, it was revealed that she andJustin Baldoni had a behind-the-scenes feud.
It Ends With Us
A woman’s life takes a challenging turn when her first love reappears, complicating her relationship with a charismatic but abusive neurosurgeon. Confronted with difficult decisions, she must summon her inner strength to navigate the complexities of love and self-empowerment, ultimately shaping her path forward.
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