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Many believe marketing for the blockbuster has missed the mark - here’s why.
Recent film “It Ends with Us” leaves many viewers skeptical about the questionable marketing tactics, hoping it is put to an end.
After taking “BookTok” by storm, fans highly anticipated the movie adaptation of Colleen Hoover’s “It Ends with Us.” Despite some criticism over minor changes, readers were mainly concerned with how the movie would handle the story’s leading theme of domestic violence.
The main character, Lily Blossom Bloom, a florist (naturally), wife and mother, highlights the raw perspective of a woman regaining power over herself. Through her eyes, viewers are exposed to the authenticity of the long-lasting effects of an unforeseen abusive relationship and the exploration of love and loss. The narrative incorporates romance at the forefront, contrasting two love interests, Atlas and Ryle. But for those who think the story is simply another “love triangle,” they have missed the mark completely.
The story is not only about romance but also about growth and empowerment. It is a reminder to women that there is always a way out of an abusive relationship. It is an important story but a sensitive one, and a sensitive story needs to be handled with care.
Author and producer Hoover was trusted with the film’s adaptation due to her and her mother’s personal experience with abuse. She became passionate about sharing Lily’s story, hoping for a positive impact on many. Actors and directors Blake Lively (Lily) and Justin Baldoni (Ryle) were supportive and willing to spread awareness about the effects of domestic violence. And although the film has done this, it has been recognized for slightly different reasons.
Word began to spread when the first trailer was released. It was promising for many viewers (the inclusion of Taylor Swift’s “My Tears Richochet” had viewers captivated), but there were still questions. It was evident that heavier themes, such as violence, were involved, though there was a lining of secrecy and suspense. The trailer focused primarily on the romance building between characters without spoiling the intensity of Ryle’s abusive characteristics. It underplayed the content’s severity, and viewers could only grasp the film fully after seeing it.
And this became an issue when people started going to theaters.
Plastered there on the side of the cinema’s building is a poster that reads “It Ends with Us” in a bright, bold font. A woman with red hair has pink, dainty flowers in her hair. She’s smiling towards something in the distance. Listed below are the words, “We love. We break. We pick up the pieces,” and nothing else. Based on first impressions, it seems like a sweet film. It might include conflict, but there is a positive, hopeful undertone. So what happens when someone enters the film without warning?
“Nothing has ever portrayed domestic violence in the way that I experienced it so accurately. That being said, there needs to be disclaimers before the movie and before the book,” Mik Zazon said in a TikTok video.
Many women believed they were walking into the newest hit rom-com. Alongside the deceiving poster and ambiguous trailer, the movie started using other promotional tactics. By organizing lively, floral pop-ups, a fashionable dress code and scavenger hunts in New York and L.A., spectators ended up misinterpreting the tone altogether.
It was as though there were two contrasting themes in one story which created controversy.
One interview with Blake Lively and Colleen Hoover prompted discussion. The two women filmed a video to gain more recognition for the film but did so in a somewhat misleading, upbeat tone. Lively’s comment that you should “grab your friends, wear your florals and head out to see it” was seen as conflicting. Some considered it a marketing tactic similar to the recent successful Barbie movie where viewers dressed in pink. Although there is an essential throughline to flowers in “It Ends with Us,” the delicacy clashes with the deeper tones of the story.
But it didn’t end there.
Fans continued to speak out about the matter by commenting on the actors’ social media accounts and using the trending hashtag #ItEndsWithUs.
“It was sad to see something that could have been used for awareness was used to talk about fashion and flowers,” said Jessica Palan (@JessicaPalan) in an Instagram comment.
“As a survivor of DV, I loved this movie, [but] it makes me honestly sad that others are promoting it more like a romantic movie. We haven’t really had a voice, and you are speaking up on behalf of many DV survivors,” said Josie Herbst (@Josie_Leann), commenting on the same Instagram post.
Due to the abundance of comments, Lively decided to disable the comment feature on platforms such as Instagram. Individuals believed she should have spoken sooner about the backlash she’d been receiving and what individuals call her “misleading” promotions. But once Lively had posted numerous Instagram stories concerning domestic abuse statistics and hotlines, fans acknowledged it as too late–five days after the film was released. If promoted sooner, particular promotional concerns might have been alleviated.
Here at UT, there are some students who have also seen the issues with the film’s advertising.
“Everyone's talking about the movie for all the wrong reasons, and it’s truly upsetting,” said Abby Cheslock, president of the Ad Club.
As someone interested in the effects of advertising, Cheslock has followed the controversy of “It Ends With Us” closely.
“Advertising can really make or break a movie. You don’t want to give away a whole movie, but you need to let your audience know what they’re walking into,” Cheslock said.
Secrecy was one of the leading factors in this film's marketing. There becomes a fine line between too little and too much surprise. Plot twists are used to keep viewers on their toes, but leaving out necessary disclosures can be harmful to viewers.
Cheslock informed that she was “mentally prepared” for the movie because she had read the book prior.
“But for my friend who had never seen it, she was overwhelmed,” Cheslock said.
If viewers are not forewarned about the triggers in an unknown story, they may be exposed to potential repercussions. A movie can have good intentions but poor execution–a pattern recognized in this film.
“I think if you’re going to make a movie like this, you have to own up that this is a sensitive topic. You can’t just push it down the gutter. If you’re going to make a movie about domestic violence awareness, promote it in a way that helps people,” Cheslock said.
This being said, let’s look at what the movie should have done.
“You need to partner with foundations that have resources and know how to properly go about campaigning. Partner with people who have experienced [Lily’s situation] and are willing to share their stories. You don’t want to exploit survivors, and you especially don’t want to romanticize domestic violence,” Cheslock said.
“It Ends with Us” could have promoted more resources. Knowing that one in four women will experience violence by an intimate partner their lifetime, there should be accessible hotlines and support services. The telephone number of the National Domestic Violence Hotline is listed in the end credits but not on other promotional sources like posters or Instagram.
“I think what they need to realize in today’s world is that people are coming to terms with their mental health, with their trauma and with their backstories. And that is so good, but media needs to learn how to adapt with the coming age,” Cheslock said.
Capturing sensitive topics in films is important, but it’s crucial for the movie industry to understand how to handle these topics with equal respect and sensitivity in marketing and promotion. It’s a matter of how industries can learn from these mistakes and ultimately create a more supportive, heartening atmosphere.
It begins today with better movie marketing.