The film adaptation of Colleen Hoover’s bestselling 2016 novel, *It Ends with Us*, is set to enjoy a strong second weekend at the box office. However, its promotional campaign and some of the film’s marketing strategies have sparked significant discussion and criticism, particularly regarding their handling of the sensitive issue of domestic violence.
It Ends with Us, which premiered on August 9, follows Lily Bloom (played by Blake Lively), who emerges from a traumatic childhood marked by abuse to fulfill her dream of opening a flower shop. Her new relationship with Ryle Kincaid (played by Justin Baldoni) soon reveals troubling patterns reminiscent of her parents’ abusive relationship. The film’s promotional materials featured Lively surrounded by flowers with taglines such as “We break the pattern or the pattern breaks us” and “We love. We break. We pick up the pieces.”
Despite these efforts, some promotional content received backlash. A post shared by the film’s Instagram account and distributor Sony Pictures on the release day, encouraging followers to “grab your friends. wear your florals,” was criticized as “tone deaf” and a “massive disappointment” by users who felt it was insensitive given the film’s subject matter.
Additionally, Lively’s use of the film’s promotional tour to market her Betty cocktail line further fueled controversy. Critics argued that promoting an alcohol brand alongside a movie about domestic abuse was problematic.
In response to the criticism, Lively addressed domestic violence directly at the film’s New York premiere. Speaking on the red carpet, she expressed empathy for survivors, stating, “You are so much more than just a survivor or just a victim. While that is a huge thing, you are a person of multitudes, and what someone has done to you doesn’t define you. You define you.”
Lively also addressed the issue in an interview with BBC News, emphasizing the importance of seeing characters as more than just their trauma. “The movie covers domestic violence, but what’s important about this film is that she is not just a survivor, and she’s not just a victim,” she said. “She’s not defined by something that someone else did to her or an event that happened to her, even if it’s multiple events.”
To further support awareness, Lively shared a link to the National Domestic Violence Hotline on her Instagram Stories, highlighting the prevalence of intimate partner violence and stressing the importance of relationships free from abuse.
However, a moment during a Chicago interview with journalist Jake Hamilton drew criticism when Lively made a light-hearted comment about the “logistics” of sharing personal information with those discussing domestic violence. This comment was perceived as flippant, although it was followed by a more serious reflection on how many people are affected by domestic violence.
Sony Pictures has defended the film’s promotion, with Tony Vinciquerra, Chair-CEO of Sony Pictures Entertainment, stating, “So many women put so much effort into this remarkable movie, working selflessly from the start to ensure that such an important subject matter was handled with care.”
As the film continues its run, the debate over its promotion underscores the challenges of addressing sensitive issues like domestic violence while engaging audiences and managing marketing strategies.
