By: Jane Wilde and Kloe Adams

PR Manager and Editorial Editor 

Colleen Hoover’s book It Ends With Us is a romance novel that explores topics of domestic violence and emotional abuse. Originally published in 2016, the novel gained a resurgence of popularity in 2019 after blowing up on TikTok. The same year, actor and director Justin Baldoni acquired the rights to adapt the book into a film. On Aug. 9, It Ends With Us premiered in theaters with Blake Lively and Justin Baldoni starring as protagonists Lily Bloom and Ryle Kincaid. The cast went on a press tour following the release to talk about the movie and market it, an event that sparked mass controversy.  

The main topic of this film is domestic violence, as anyone who has seen it can confirm. With that in mind, most people expected the actors to actively discuss the matter and use this film to promote awareness of domestic violence during the press tour. However, it seems that Lively, in particular, is far more concerned with more trivial matters such as her haircare line and if her husband is present at the red carpet event. From the numerous instances in which Lively switched the abuse-focused subject to why consumers need to buy her haircare line or other superficial topics, the public has not been happy with her behavior.  

This issue first came to light when a controversial video of an interviewer asking Lively a question during the press tour surfaced online. When asked what message the audience should take away from the film, Lively responded with, “No one is defined by the abuse they face” and Included phrases such as, “So much more than just a survivor”. A seemingly well-rounded answer, her delivery severely downplays the matter at hand. The prominent focus of the film is how Lily Bloom’s significant other abused her, so to say she is not defined by her abuse is extremely insensitive to the message of the film. However, this is not the only instance in which she diverges from the topic of domestic violence. In a recent post from the official It Ends With Us TikTok account, Lively cheerily tells audiences to “bring your friends and grab your florals” when going to see the movie in theaters. Her upbeat tone and choice to avoid talking about abuse conveys the message that this film is almost some sort of irreverent rom-com when in reality it is a film that depicts deeply sensitive topics that affect millions of people. This can be problematic for people who haven’t read the book prior to watching the film, who were expecting something entirely different from abuse, based on the film’s out-of-touch press tour and marketing.  

Blake Lively promoted It Ends With Us, a story about domestic violence and the importance of safety for women, as an upbeat, soulful rom-com, when in reality that is far from the truth. This false advertisement is harmful because domestic violence is a triggering subject for many, and not addressing the film’s delicate material may very well result in unexpected trauma for audiences. Additionally, the drama amongst the cast is drawing attention away from the importance of abuse awareness and toward superficial celebrity gossip. To prevent more press tours like this from happening, there needs to be more thoroughly media-trained cast members who make sure they stay true to the content of their films. 

(Sources: NYT)