As “It Ends With Us” debuts in theaters, attention shifts from its themes of domestic violence, abuse, and generational trauma to potential behind-the-scenes tensions and questionable marketing strategies.
The adaptation of Colleen Hoover’s 2016 best-selling novel “It Ends With Us” hit theaters this weekend amid rising concerns that the film’s promotions are overshadowed by soap opera-style drama. This echoes the issues that affected the release of “Don’t Worry Darling” in 2022.
Cast Rift Rumors Surface
Reports are surfacing of a possible rift between the film’s lead actors, Blake Lively and Justin Baldoni, who portray Lily Bloom and Ryle Kincaid, respectively. Lively, also a producer on the project, worked closely with director Baldoni, leading to speculation that their creative partnership may have soured. Observers have noted the lack of joint red carpet appearances and interviews, and Baldoni’s notable absence from some promotional events, attributed to a recent hospitalization.
The situation came to a head at the New York premiere on August 6. Lively was photographed with her co-stars, but Baldoni, accompanied by his wife and family, walked the carpet separately. Fans also pointed out the absence of mutual follows on social media between Baldoni and the rest of the cast, including Hoover, the novel’s author.
Creative Differences in Editing
Insiders have disclosed that during the post-production phase, two different cuts of the movie emerged, indicating a possible fracture among the filmmakers. Lively reportedly commissioned a version from editor Shane Reid, known for his work with her on Taylor Swift’s music video, “I Bet You Think About Me.” This version was allegedly chosen for the theatrical release, potentially undermining Baldoni’s directorial vision.
Lively’s husband, Ryan Reynolds, also influenced the film’s creative process. Lively revealed on the red carpet that Reynolds wrote the dialogue for a significant rooftop scene, a move that may have further complicated the production dynamics.
Fans and Critics React to Marketing
Beyond the on-set drama, the film’s handling of its heavy subject matter has drawn criticism. Fans argue that the marketing campaign, which has painted the film as a romantic drama, fails to address the serious themes of intimate partner violence. This has led to confusion and frustration among audiences who feel the trailers and promotions misrepresent the film’s true nature.
Critics have also taken issue with Lively’s promotional tactics, which included launching a line of hair care products and marketing her soda brand, Betty Buzz, in conjunction with the film’s release.
Mixed Responses from the Cast
While Lively has praised Reynolds for his support and contributions, she has notably avoided directly addressing her working relationship with Baldoni. Conversely, Baldoni has remained professional, commending Lively’s impact on the film and suggesting she might be ready to direct the potential sequel, “It Starts With Us.”
Fans have commended Baldoni for his commitment to highlighting the film’s serious themes. Social media users have expressed gratitude for his efforts to ensure the message of the film is not lost in its romantic veneer.
As “It Ends With Us” continues its theatrical run, the focus remains divided between the film’s intended message and the real-life drama surrounding its production and promotion.
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