In one of the most tone-deaf marketing blunders of the year, Blake Lively seems to have completely missed the mark when it comes to promoting her latest movie It Ends With Us. Based on Colleen Hoover’s best-selling book, people were sceptical from the outset about the adaptation of the BookTok favourite, particularly with the aged-up characters and eclectic wardrobe choices for protagonist Lily, portrayed by Blake Lively. However, it turns out those were the least of the movie's problems. The film, which tackles heavy themes of domestic violence and abusive relationships, has instead become a platform for Lively to showcase her summer wardrobe and hair care products. Talk about missing the point!

With Barbie's summer fever in full swing last year, it seems Blake Lively has gotten a little too immersed in the pink-stylistic fun, neglecting the actual meaning behind the film she’s promoting. Instead of creating awareness around the social issues at the heart of It Ends With Us, Blake Lively has been urging fans to "grab your friends and put on your florals" as she promotes her hair-care line and alcohol brand. It's almost as if she thinks domestic violence survivors will be consoled by a perfect blowout or a sparkling tequila.

Via Collider

When asked about the deeper, more pressing themes of the film—like domestic violence and how survivors can relate to the characters—Lively seems to brush it all off with a joke and a petty remark. PR training? Apparently, she skipped that day. Instead, she pivots to vague, generic statements like “believe in yourself” and “women are more than that.” Sure, it’s not wrong, but it completely ignores the intensity and trauma that domestic violence survivors endure as well as the primary focus of the film.

But the problem runs deeper than just Lively's PR blunders. Colleen Hoover, the author of the book, has faced her own share of backlash for romanticising abuse in her writing. Not too long ago, Hoover released a children’s colouring book based on It Ends With Us—a move that left fans scratching their heads in disbelief. A colouring book based on domestic violence? Is she trying to turn trauma into a Disney-style fairytale? Hoover seems oblivious to her audience, and her attempt to market the story to children was not only irresponsible but wildly inappropriate.

Via bookstr

Meanwhile, Justin Baldoni, the film’s director, has shown a far better grasp of the seriousness of the story. He’s made it clear that his focus is on survivors, collaborating with the nonprofit organization No More to ensure the portrayal of abuse is handled with care. In interviews, Baldoni has consistently redirected attention to the real issues behind the film—offering resources for survivors and explaining the why behind his decision to take on such a sensitive topic.

Via Rolling Stones

Unfortunately, this pattern of prioritising spectacle over substance is not new; it's a recurring issue in the film industry. The marketing mishaps surrounding It Ends With Us are reminiscent of the chaos that plagued Don’t Worry Darling. Just as the latter's promotional focus veered away from its exploration of control, manipulation, and dystopian gender dynamics to sensationalise off-screen drama—like the rumoured 'Spit-Gate' incident between Harry Styles and Chris Pine—It Ends With Us has similarly seen its serious themes overshadowed by superficial promotional tactics.

Via Harper’s BAZAAR

With both films, it’s clear that despite movies and TV shows having the power to reach massive audiences, the marketing often settles for surface-level appeal. Instead of diving into the heart of serious social issues or sparking meaningful conversations, everything gets reduced to a flashy marketing gimmick. Just like Don’t Worry Darling, It Ends With Us could’ve been a vehicle for real change, but instead, it’s become another case of missed opportunities.

Nandini is a 1st-year Psychology student who is probably watching yet another sitcom and making it her whole personality. She was also really let down by Blake Lively this time since she’s admired her style for what feels like forever.