One of the bestselling fiction novels of this century, It Ends with Us by Colleen Hoover, has been adapted into a highly anticipated movie starring Gossip Girl alum Blake Lively. The film, which delves into the harrowing realities of domestic abuse, is now showing in cinemas.
As part of her promotional efforts, Blake has been making media appearances to discuss the film—but netizens are far from pleased with her approach. Many have accused the actress of being "tone deaf," particularly for allegedly treating the movie, which deals with serious issues, as if it were a lighthearted rom-com. The backlash has sparked a heated debate online, with some defending Blake’s perspective, while others believe she has completely missed the mark.
Netizens Criticize Blake Lively's Approach to "It Ends with Us" Promotion
A clip of the actress encouraging fans to “bring their florals” to screenings, reminiscent of the “wear pink” trend from the Barbie movie, has been met with disdain. “This is how Blake Lively is promoting her movie about escaping an abusive relationship and breaking the cycle of abuse. Unhinged and tone deaf. This isn’t Barbie!” one user exclaimed.
Another user on X (formerly Twitter) remarked, “Blake Lively spending the entire press run for her new film, which is about domestic violence and abuse, acting like it’s a fun gals night out like seeing Mamma Mia and promoting her businesses at the same time is INSANE behavior.”'
Critics have also noted that Blake’s promotional approach differs significantly from that of her co-star, Justin Baldoni, who plays the abusive partner in the film. Justin has been praised for his somber and respectful tone when discussing the film’s themes. In one interview, he remarked, “What comes to mind isn’t so much about the work that went into it, but the why behind it. If a Lily Bloom in real life can sit in this theatre and maybe make a different choice for herself... that’s why I made the movie.” His comments are seen as a contrast to Blake’s more lighthearted promotional efforts.
However, not everyone is as quick to judge Blake. Some fans have defended the actress, suggesting that her perspective on the character Lily Bloom is simply different from Justin’s. “I think that they both see her in a different light,” one person noted. “Blake Lively sees her as a woman that has been through hard times while Justin Baldoni sees her as a victim of domestic abuse.”
Another user on X quoted this with their response, agreeing. “This is exactly what I took from this clip as well, especially with how Blake answered that last question from the journalist.”
The backlash has been notable, with some critiques expressing concerns, such as one stating, “Sure, she can see Lily differently. A woman's perspective is going to be different here… but nothing (and I do mean NOTHING) justifies or excuses Blake using this movie to promote her haircare line. It’s giving tone-deaf, opportunistic, and out of touch,” referring to how Blake’s haircare line promotions are happening concurrently with the film’s press tour.
Blake has subtly addressed the backlash, resharing clips on her Instagram that emphasize her belief in Lily Bloom’s multifaceted character, while also acknowledging the serious issue of domestic violence by sharing resources for those affected. She told the BBC, “This movie covers domestic violence, but what’s important about this film is that she is not just a survivor, and she is not just a victim. And while those are huge things to be, they’re not her identity.”
She continued: “She is not defined by something that someone else did to her, or an event that happened to her, even if it's multiple events. She defines herself, and I think that’s deeply empowering to remind people that no one else can define you. No experience can define you. You define you.”
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