It Ends with Us: When behind-the-scenes drama overtakes your narrative 

Content Warning: Domestic abuse is referred to in this article, as it is a topic in the book and film It Ends With Us. If you or someone you know is experiencing domestic abuse, please use the following resources: https://www.canada.ca/en/public-health/services/health-promotion/stop-family-violence/services.html.

I like to stay informed about potential “big drama” in the entertainment industry. The latest incident unfolding serves as a prime lesson in not making an unnecessary mountain out of a molehill. From a PR perspective, each new development only worsens the situation. There have been numerous missed opportunities where professionalism could have restored order, and the studio could have regained control of the narrative.

The drama surrounding the film It Ends with Us is like a matryoshka doll, with multiple layers of controversy. Originally published in 2016, the book gained renewed popularity through BookTok in 2021, topping sales charts in 2022 and 2023. However, it has divided readers in the romance novel community due to its depiction of domestic violence, which some argue lacks accountability on the part of the abuser. The film adaptation, starring Blake Lively (a producer) and Justin Baldoni (a producer and the director), has only added to the controversy, with issues ranging from questionable marketing to tensions during the publicity tour.

The trailer dropped in May, highlighting that this isn’t a typical romance movie but one with elements of violence and conflict. 

Now watch the one released three weeks ago.

Depending on which trailer you watch and what you know about the movie, you could have a very ‘bait and switch’ movie experience. This is relevant when considering 44 per cent of women, or 6.2 million, women aged 15 and older, have reported some kind of abuse in their intimate partner relationship, and this is depicted in a movie that is now being marketed as a “romance film with some edgy moments”. 

Normally, the movie would be released, the cast would make their media rounds (aka my YouTube feed would be filled with them answering quirky questions about each other, playing with puppies, eating chicken wings, etc.), and the public would react accordingly. However, this situation has taken a different turn. Blake and Justin embarked on separate publicity tours, with Blake keeping discussions light and vague while promoting her just-released haircare line and Justin focusing on the film’s themes of domestic violence. For most fans, Blake’s reticence to discuss abuse or domestic violence has come off as tone-deaf or self-serving.

A supercut of their tour highlights the stark contrast in how they discuss the film, fueling speculation about behind-the-scenes drama (it’s pretty biased, but that is the power of editing, and it shows a narrative spinning out of control). 

Fans noticed that while Justin follows all the primary cast members and Collen Hoover on social media, they don’t follow him back, though they remain “friends” with Blake. Rumours began to swirl about creative differences, with reports suggesting Blake and her husband, Ryan Reynolds, had interfered with the film’s writing and editing process. 

To most people, this is something out of high school or a teen melodrama, which isn’t far off. However, the fact that the movie’s serious subject matter has real-life implications and stakes isn’t easy to brush off. 

As the tabloids jumped in, the drama spiralled further. (“All is not what it seems,” a source told People on August 13. “There is much more to this story.”  Except there wasn’t, at least not in that article…) 

Blake, sensing the tide turning against her, posted an Instagram Story about domestic violence, but it may have been too little, too late. I started to speculate how far this could go until Justin hired veteran PR crisis manager Melissa Nathan, who represented Johnny Depp during his trial with Amber Heard. This decision is also fraught since domestic abuse was at the center of that trial, and hiring this firm is a divisive choice—I understand getting the best to handle these things. Still, optically, I wouldn’t have done that. 

Despite the drama, the movie’s box office numbers haven’t suffered; they may have benefited, with projections rising from $30 million to $50 million for its opening weekend. However, if reviews are accurate, the film will likely be a middling success with little staying power. The ongoing feud between Blake and Justin raises questions about their future reputations. 

Sidenote: some people (my husband, who I have breathlessly kept apprised) speculate all this was to drum up more publicity and earn more money (he says to help Ryan to fund Wrexham ⚽), but I agree with ClareNotDanes. She explains why that would be a very shortsighted and highly risky undertaking for Justin, who has built a personal brand around being a feminist. Blake has more money and industry clout, but she is the villain in this narrative, something I can’t see her ever being OK with, even if it would net more money. Maybe she hoped for a “Barbenheimer” phenomenon between her movie and Ryan’s Deadpool & Wolverine, which is why they’re doing the press tour more than her and Justin? Either way, this is no Barbenheimer…and it was a bad call on Blake’s part.

At this point, my advice to Blake and Justin would be to cool it and refocus on the film. They need to get on the same page about why they took on this project and what they hope audiences take away from it, but they must present a united front. The studio’s publicity team should also partner with charities and other spokespeople to keep the conversation around domestic abuse grounded and sensitive, allowing Blake and Justin to focus on the film’s production aspects without appearing shallow. There’s a way to market the film authentically without alienating potential viewers. Unfortunately, the behind-the-scenes drama has overshadowed the movie itself.

Update as of August 15: Even now, as of writing this article, they are still slamming back at each other. Now Blake is serving a fat-shaming back to Justin across the court (it’s like Wimbledon 🎾 ). Although I can’t declare a “winner” yet, I predict Blake will win with money (this movie is making more money because of this nonsense). Justin will win the moral high ground unless something substantial and concrete can be pinned to him (probably not; Hollywood lets men get away with more than enough). 

Lessons learned

• Control your narrative and your people: Quickly take back the narrative, assess the situation, and refocus on the project’s positive aspects. Have a clear single focus and one story. 
• Park egos at the door: Issue a sincere, clear response acknowledging mistakes and providing context.
• Be a team: Collaborate with influencers and rally support from the cast and crew to amplify positive messages.
• Relaunch, if possible: Organize special events or make strategic announcements to generate positive buzz and maintain consistent communication, shifting the focus back to the project’s strengths.

Sources

• Blake Lively is releasing a haircare line
• Jenny Slate dodges question about Justin Baldoni
• Justin Baldoni talks positively about Blake Lively to People magazine
• “Fracture” between Blake Lively and Justin Baldoni stems from competing cuts of “It Ends With Us”
• Justin Baldoni Suggests Blake Lively Should Direct Sequel: “Better People for That One”
• Author Colleen Hoover Makes Her TikTok Private Amid Backlash
• Justin Baldoni’s Clash Goes Past Blake Lively: ‘Cast Will Have Nothing to Do With Him’
• Blake Lively finally decides to talk about domestic violence
• Justin Baldoni Hires Crisis PR Veteran Amid Alleged ‘It Ends With Us’ Rift
• Blake Lively runs to TMZ
• Blake Lively Has No Plans to Publicly Address ‘It Ends With Us’ Feud. I guess instead, “sources” will keep running to PageSix, People, TMZ, etc.? “Sources with direct knowledge tell us…Blake is trying to put the beef behind her, and she’s instead focusing on the people who’ve been supporting her through the very public conflict.” Translation: Someone on her team is trying to shut her up because she looks bad enough as it is, and they can’t find dirt on Justin.