The Marketing of It Ends With Us
Delaney Single
August 31, 2024
Warning: This article discusses the topic of domestic violence
In the film It Ends with Us, which was released on August 9th of this year, the statement “It Ends With Us” is used to suggest the end of a cycle of domestic abuse with the film's female lead and her newborn daughter. So why do some argue that the marketing of the film has been more closely aligned with that of light-hearted romantic comedy?
The film adaptation of Colleen Hoover’s bestseller, It Ends With Us, has been greatly criticized from a marketing standpoint. It Ends With Us discusses extremely sensitive topics, with domestic abuse being the central theme. Many scenes in the movie depict or elude this domestic abuse. The main character, Lily Bloom, depicted by Blake Lively, is physically and *attempted* sexually abused by her then-husband, Ryle Kinkaid, depicted by Justin Baldoni. Lily lives in a cycle of spousal domestic abuse, growing up in a household where her father abused her mother.
Colleen Hoover, the author of the novel, and Blake Lively appear to share similar views on how the film should be marketed. However, according to BBC, one domestic abuse survivor “Ms. Paige accuses Lively of promoting it like it's ‘the sequel to Barbie’” in a TikTok. This is particularly concerning due to the fact that according to NPR, “The abuse [Lily] Bloom suffers at the hands of [Ryle] Kincaid in the film includes being pushed down a flight of stairs and attempted rape.” Lively has been criticized for shying away from discussing these serious elements of the film, and instead choosing to say “grab your friends and wear your florals” to encourage people to watch the film. Lively and Hoover appear to be in cahoots about the marketing style. Hoover’s website is full of promotions aligned with a light-hearted movie, “including an ad for press-on nails inspired by the film and “limited edition” jewelry tie-ins.”
Hoover and Lively’s marketing of the film, however, is not the only way the film is being discussed by its cast and creative team. Justin Baldoni, who portrays Ryle Kincaid, while doubling as a director, has discussed the domestic violence in the film through interviews, social media, and other press. Baldoni has long been outspoken about domestic abuse and women's rights to safety. According to ABC, “Baldoni said that it was important to partner with No More, a foundation dedicated to ending domestic and sexual violence.” On his Instagram Baldoni’s page has content on domestic violence, in relation to the movie, and feminism. Baldoni links a resource for domestic violence help in his bio.
Rumors have circulated about a rift between Lively and Baldoni, likely due to their different views of the film and different marketing styles. While online, some have taken the side of Lively and some of Baldoni, Baldoni seems to have received more support, while Lively receives more criticism.
Brandon Sklenar, who plays Atlas, believes that his co-star Blake Lively has been wrongly portrayed in the media. On social media, Sklenar stated “Colleen and the women of this cast stand for hope, perseverance, and for women choosing a better life for themselves. While many of the film’s viewers speculate, they may never know what truly occurred behind the scenes, still, they're eager to choose sides in this marketing battle.