Domestic violence is a pervasive issue that claims the lives of countless women worldwide every day. It’s a topic that demands serious, thoughtful treatment, especially in media portrayals that reach millions. Hollywood, however, often fails to grapple with such heavy subjects in a way that respects their gravity. The recent controversy surrounding the promotion of It Ends with Us—a film that starkly depicts the horrors of domestic violence—highlights this issue. While the movie itself, directed by Justin Baldoni, is a tragic and serious exploration of abuse, the promotional efforts by its star, Blake Lively, have been at odds with the film's core message, trivializing the severe issues it aims to address.
A Film with a Serious Message
It Ends with Us, based on Colleen Hoover's bestselling novel, was envisioned by Justin Baldoni as a film that would bring the painful realities of domestic violence to light. The narrative follows Lily, portrayed by Blake Lively, as she navigates an abusive relationship that mirrors the struggles faced by countless women in real life. Baldoni's direction was deeply focused on ensuring that the film portrayed the tragedy of domestic violence with the respect and seriousness it deserves. His goal was clear: to create a film that could not only entertain but also educate and raise awareness about the pervasiveness of domestic abuse.
The Disparity in Promotion: Blake Lively’s Misstep
Despite the film’s tragic and serious content, Blake Lively's approach to promoting It Ends with Us was strikingly out of sync with its message. Instead of aligning with Baldoni’s vision of highlighting domestic violence, Lively chose to market the film as if it were a lighthearted romantic drama. This was most evident in her promotional campaigns, where she encouraged fans to "wear florals" to screenings, referencing her character Lily’s profession as a florist. This trivialization was not only tone-deaf but deeply problematic, as it downplayed the film’s critical message about the severity of abusive relationships.
Further compounding the issue, Lively used the film’s platform to promote her personal brands, including her alcohol line, Betty Buzz. At the film’s premiere, Lively’s company provided drinks for the afterparty, including cocktails named after the film’s characters. This move sparked outrage on social media, with one user noting, “Promoting alcohol for a movie about domestic violence!? This is so inappropriate and disgusting.” Another pointed out the troubling connection, citing that “roughly 55 percent of domestic abuse perpetrators were drinking alcohol prior to assault,” according to the World Health Organization. This tone-deaf promotion, particularly the cocktail named after the abusive character Ryle, was seen as a gross exploitation of a serious issue for commercial gain.
A Stark Contrast: Justin Baldoni’s Commitment to the Cause
In contrast to Lively’s approach, Justin Baldoni remained steadfast in his commitment to the film’s message. Baldoni, who not only directed but also starred in the film, focused his promotional efforts on the importance of raising awareness about domestic violence. He spoke earnestly about the need to depict these issues with sensitivity and authenticity, and his dedication to the cause was evident in his decision to hire female intimacy and stunt coordinators to ensure that the scenes depicting abuse were handled with care.
Baldoni's commitment was so strong that it led to a clear divide between him and Lively, resulting in separate press tours. While Baldoni sought to keep the focus on the film’s serious themes, Lively's promotional tactics appeared to undermine these efforts, leading to confusion and criticism from both fans and critics alike. Justin Baldoni, director of It Ends with Us, faced challenges behind the scenes, including conflicts with Blake Lively. Get the full story in this Deadline piece.
The Problematic Behavior of a Hollywood Star
Blake Lively’s promotional choices for It Ends with Us were not just a one-off misstep; they reflect a broader pattern of problematic behavior that has marred her public image. Lively has been criticized for her dismissive attitude during interviews and her tendency to prioritize her personal brand over the integrity of her roles. During the promotion of It Ends with Us, this behavior was evident when she made a sarcastic and dismissive remark about how domestic violence survivors might approach her after seeing the film. Instead of offering resources or support, she joked, “Ask for my address or my phone number,” a response that many found insensitive and out of touch.
Lively’s actions were further criticized after she hosted an interview with her co-stars and author Colleen Hoover, during which she failed to address the serious themes of domestic violence depicted in the film. Hours later, after facing backlash, she hastily shared domestic violence resources on Instagram, a move that many saw as an afterthought rather than a genuine commitment to the cause. Blake Lively's PR team reportedly worked to undermine Justin Baldoni amid their feud over the promotion of It Ends with Us. The tension between the stars is highlighted in this article.
The Alleged Feud and PR Maneuvering
The ongoing tension between Lively and Baldoni was not just evident in their separate press tours but also in the rumored efforts by Lively's PR team to undermine Baldoni. According to a Daily Mail article, Lively’s team reportedly worked behind the scenes to discredit Baldoni, portraying him as dismissive of Lively’s input during the filming process. These reports fueled the narrative of a feud, further detracting from the film’s message and creating a toxic atmosphere that overshadowed the film’s important themes.
The Consequences of Trivializing Serious Issues
Blake Lively’s actions during the promotion of It Ends with Us have significant implications beyond just the immediate controversy. By choosing to market a film about domestic violence as a romantic drama and by using the film’s platform to promote her personal brand, Lively has contributed to a broader issue within Hollywood: the trivialization of serious social issues for personal gain. This behavior not only undermines the film’s message but also perpetuates harmful stereotypes and misconceptions about domestic violence.
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The public backlash against Lively’s promotional tactics is a clear indication that audiences are increasingly unwilling to tolerate such behavior. Social media has been flooded with criticism of Lively’s tone-deaf approach, with many pointing out the stark contrast between her actions and the film’s intended message. This response reflects a growing discontent with the way Hollywood handles important topics and a demand for more accountability and authenticity in how these issues are portrayed.
Hollywood’s Old Guard vs. The Need for Authentic Representation
The controversy surrounding It Ends with Us underscores a significant cultural shift in Hollywood. For too long, the industry has been dominated by a model that prioritizes glamour and star power over authenticity and responsibility. Blake Lively’s promotion of the film in a manner that trivialized its serious subject matter is a prime example of this outdated mentality, where the star’s image takes precedence over the integrity of the story being told.
In contrast, Justin Baldoni’s approach represents a departure from this old model. His dedication to ensuring that It Ends with Us remained true to its core message of raising awareness about domestic violence highlights a growing demand for more responsible and authentic storytelling in Hollywood. This tension between old and new was evident throughout the film’s promotion, with Baldoni’s efforts to keep the focus on the film’s serious themes clashing with Lively’s superficial marketing tactics.
Moving Forward: A Call for Change
The controversy surrounding It Ends with Us should serve as a wake-up call for Hollywood. It’s time for the industry to move beyond its superficiality and start taking its responsibility to the public seriously. This means not just addressing serious issues like domestic violence, but doing so in a way that respects the gravity of these topics and honors the experiences of those who live through them.
For stars like Blake Lively, this means recognizing the impact that their actions can have on public perceptions of the issues they are portraying. It means using their platform to raise awareness about important topics, rather than to sell products or promote their personal brand. It means understanding that with fame comes responsibility, and that the choices they make can have real-world consequences.
For directors like Justin Baldoni, it means continuing to push for more authentic and meaningful storytelling. It means resisting the pressure to conform to Hollywood’s old ways and instead focusing on creating films that can truly make a difference. It means standing firm in the face of criticism and staying true to the message they are trying to convey.
Moving Beyond Hollywood’s Games
The release of It Ends with Us should have been an opportunity for Hollywood to address the serious issue of domestic violence with the respect and sensitivity it deserves. Instead, it became a case study in how the industry’s old habits can undermine even the best of intentions. Blake Lively’s actions during the promotion of the film were a stark reminder that Hollywood’s old ways are no longer acceptable. The public is demanding more—more honesty, more authenticity, and a greater commitment to using film as a medium for meaningful change.
As audiences, we must hold Hollywood accountable. We must demand better representation, more accurate portrayals, and a greater commitment to the truth. Only then can we hope to see a shift in the way that serious issues like domestic violence are depicted on screen. Only then can we begin to close the gap between Hollywood’s version of reality and the world as it truly is.
