Blake Lively has recently found herself at the center of a significant media firestorm, not just because of her role in It Ends With Us, the second most popular movie in America, but due to the controversies that have surrounded its production and promotional campaign. While the film’s plot—centered around a woman who falls in love with an abusive partner—should be the primary focus, it is the off-screen drama and questionable marketing tactics that have captured public attention.
On-Set Tensions and Alleged Misconduct
The controversy reportedly began behind the scenes, where tensions flared between Blake Lively and her co-star and director, Justin Baldoni. Rumors have circulated that Baldoni and Lively were frequently at odds during filming, leading to an uncomfortable working environment. One particularly damning allegation suggests that Baldoni made an inappropriate comment about Lively’s weight, which has sparked widespread criticism and discussions about body shaming in Hollywood. The situation allegedly escalated when Baldoni expressed frustration over Lively’s decision to bring her husband, Ryan Reynolds, onto the set to direct certain scenes, a move that Baldoni reportedly did not appreciate.
In response to the backlash, Baldoni has gone so far as to hire a veteran crisis PR manager, who has previously represented high-profile clients like Johnny Depp. Despite these efforts, the damage may have already been done, as the scandal has prompted many to scrutinize Lively’s actions both on and off the screen.
The Promotional Missteps
What has perhaps been most surprising to fans and critics alike is Blake Lively’s approach to promoting It Ends With Us. After a four-year hiatus from acting, Lively’s return to the big screen has been met with mixed reactions, largely due to her seemingly tone-deaf marketing strategy. In an effort to sell the movie, Lively promised audiences a “giggly, girly” experience, which many found jarring given the serious subject matter of the film. In It Ends With Us, Lively portrays Lily Bloom, a young florist who becomes entangled in a physically abusive relationship. The disconnect between Lively’s upbeat promotional tone and the dark, emotional core of the story has led to widespread criticism and raised questions about her understanding of the film’s themes.
Adding to the controversy is Lively’s decision to use the movie’s press tour as an opportunity to promote her new haircare line, Blake Brown, as well as her beverage company, Betty Buzz. Many have accused Lively of prioritizing her personal brand over the film’s message, a move that has not gone unnoticed by the public. Critics have pointed out that Lively’s marketing tactics seem to trivialize the film’s portrayal of domestic violence, reducing it to a mere backdrop for selling products.
The Growing Disconnect
The press tour for It Ends With Us has been anything but conventional. Rather than the usual joint appearances, Lively and Baldoni have been promoting the film separately, further fueling speculation about their strained relationship. This unusual promotional strategy has only added to the sense of discord surrounding the film. In one particularly criticized TikTok video, Lively encouraged viewers to “grab your friends, wear your florals, and head out to see it!” The lighthearted nature of this comment, juxtaposed against the film’s heavy subject matter, has led to accusations that Lively is out of touch with the story she is telling.
Critics have also pointed out the stark contrast between Lively’s promotion of the film as a fun girls’ night out and the reality of its content, which centers on a woman’s experience with intimate partner violence. The suggestion that viewers should wear florals and make an evening of watching a film about domestic abuse has been perceived as not only insensitive but also deeply troubling. Many are questioning whether Lively fully comprehends the gravity of the film’s subject matter, or if she is simply using it as a platform to promote her own products.
A Pattern of PR Missteps
The backlash surrounding Lively’s behavior during this press tour is not an isolated incident but rather fits into a broader pattern of public relations missteps throughout her career. Past interviews and public appearances have shown a side of Lively that many find off-putting. For instance, a 2016 interview with journalist Kjersti Flaa resurfaced in which Lively appeared passive-aggressive and dismissive, leading to a wave of criticism. In that interview, Lively took offense when Flaa congratulated her on her pregnancy, responding by sarcastically “congratulating” the journalist on a non-existent pregnancy. This interaction, along with others, has contributed to a perception of Lively as someone who can be difficult and unapproachable.
Moreover, Lively’s defense of controversial figures, such as her praise for director Woody Allen amidst serious allegations against him, has also drawn criticism. In 2016, Lively defended Allen by stating that her experience working with him was “empowering to women,” a comment that was met with widespread backlash given the context of the allegations against him.
Lively’s ill-fated lifestyle brand, Preserve, also raised eyebrows. Launched in 2014, the digital lifestyle and e-commerce site featured a spread titled “The Allure of the Antebellum,” which romanticized the pre-Civil War South without acknowledging the painful history of slavery during that era. The backlash was swift, and Preserve was shuttered after just one year. This incident, along with her and Reynolds’ decision to get married on a South Carolina plantation, has continued to haunt Lively’s public image.
A Focus on Branding Over Acting
As the controversies surrounding It Ends With Us continue to unfold, it has become increasingly clear that Blake Lively and her husband Ryan Reynolds are perhaps more invested in their business ventures than in their acting careers. Lively’s focus on launching her haircare line and promoting her beverage company during the film’s press tour has led many to conclude that she is more interested in building her brand than in engaging with the serious themes of the movie. This perception is further reinforced by Reynolds’ numerous business ventures, including his ownership stakes in Mint Mobile, Wrexham AFC, and Aviation Gin, as well as his role as CEO of a marketing company called Maximum Effort.
The increasing emphasis on branding over acting has led to a growing sense that Lively and Reynolds are more talented at marketing their lifestyle than at delivering compelling performances. This has been particularly evident during the press tour for It Ends With Us, where Lively’s promotional efforts have seemed more focused on selling her products than on promoting the film itself. The result has been a wave of backlash that has overshadowed the movie and cast a shadow over Lively’s public image.
In the end, the controversy surrounding Blake Lively’s role in It Ends With Us has raised serious questions about her priorities and public persona. While the film itself has garnered attention for its portrayal of domestic violence, the focus has shifted to Lively’s questionable marketing tactics and her apparent disconnect from the story’s themes. As the backlash continues, it’s clear that Lively’s efforts to promote her brand have come at the expense of her credibility as an actor. For many, the conversation is no longer about the movie itself but about the complicated and increasingly tarnished image of Blake Lively.