Blake Lively’s 37th birthday was not marked by celebration but intense criticism by the audience. The actress starred in the film adaptation of Colleen Hoover’s bestselling novel, It Ends with Us, but her behavior during the promotional campaigns and the movie’s marketing has left many fans disappointed.
Viewers have called out the tone-deaf nature of the official posts and Lively’s words, resulting in immense backlash. The actress, who was previously a well-liked figure in Hollywood due to her chemistry with Ryan Reynolds, Met Gala looks, and a few good performances, is almost on the verge of being canceled.
Criticism of Blake Lively’s Promotional Approach
Blake Lively is being ruthlessly, and maybe rightfully so, criticized for her treatment of a delicate subject matter like domestic violence. The film was released on August 9, 2024, and Lively not only starred in the film but was also the executive producer. According to netizens, the promotions, posts, and her comments downplayed the serious themes in It Ends With Us.
Her attitude and approach during the promotional tour have been described as overly lighthearted, and the marketing efforts included phrases like “grab your friends” and “wear your florals.” The tone is inappropriate for a film with sensitive topics, and it led to widespread outrage on almost all social media platforms.
On her birthday, X (formerly Twitter) users were quick to slander the actress with some harsh comments. Moreover, users across the internet felt like her approach and suggestions were more suited for a romantic comedy rather than a film that portrayed intimate-partner violence. The focus on aesthetics and social gatherings overshadowed the film’s core message, and people took notice of the same.
The Impact of the Backlash and Film’s Success
Despite the criticism, reports suggest that It Ends With Us was met with global box-office success that grossed over $180 million. The financial success is reflective of the audience’s strong interest in the film, likely because it is one of the most-awaited adaptations of Colleen Hoover’s popular book.
However, the backlash for Lively is still ongoing, alongside the film’s box office triumph. It is a surprise that the movie’s collection did not suffer, even with several controversies surfacing on the internet.
Amidst the turbulence, Lively tried to do some damage control. She took to Instagram and posted a story about domestic violence, shared statistics, and provided a link to the National Domestic Violence Hotline. However, all of this was not enough, as the backlash could not be overshadowed.
Blake Lively’s involvement in It Ends With Us has sparked a serious conversation about the balance of marketing and message. While the film is a success on the financial front, there is a stark contrast in the response to Lively’s promotional tactics, which were labeled insensitive by many.
As the conversation continues, the incident serves as a reminder that how a film is marketed can have a huge impact on how it is received by the audience. One can also say that it is a nice reality check for people who indulge in celebrity worship because sometimes, they can be oblivious and exploitative about serious issues.
It Ends with Us is currently running in theaters.
