WARNING: This article may affect those who have experienced sexual violence or know someone affected by it. As audiences flock to see It Ends With Us in theatres, there's concern that the movie's breezy marketing campaign is sending the wrong message about its serious subject matter — intimate partner violence. Starring Blake Lively and Justin Baldoni, who is also the film's director, It Ends With Us is based on the bestselling Colleen Hoover novel of the same name.
The movie, which has surpassed the $100 million US mark at the box office, chronicles the life of protagonist Lily Bloom as she navigates a relationship with an abusive partner. Critics have raised concerns that promotional material for the film, much of it featuring Lively speaking with other cast members in light-hearted segments set in a flower shop, is inappropriate considering the story's subject matter. Commotion Is the It Ends With Us marketing campaign detracting from the film's serious subject matter? LISTEN The meme-ification of the Heard-Depp trial — and its impact on understanding intimate partner violence People who work with those who've experienced intimate partner violence in Canada say it's a good thing that the subject is receiving media attention, but that it's also important that audiences understand some of the complexities of abusive relationships that may not be captured in a Hollywood movie.
WATCH | Critics disapprove of It Ends With Us marketing campaign: Is the It Ends Wit.