The widespread criticism against Blake Lively’s promotion of her new film ‘It Ends With Us’ has sparked discussions around the nuances of discussing domestic violence; women’s rights activists Rozana Isa and Tehmina Kaoosji weigh in with their thoughts
In 2016, American author Colleen Hoover’s novel It Ends With Us took the world by storm. It became a bestseller and was widely praised for handling complex themes of domestic violence and abuse without being one-dimensional.
It Ends With Us follows the life of main character Lily Bloom, a floral shop owner trying to make a life for herself in the wake of her abusive father’s death. Lily eventually meets and falls in love with Ryle Kincaid, a handsome neurosurgeon who seems perfect in every way until the relationship takes a darker turn. Lily is then forced to make the hardest decision of her life.
This year, the film adaptation of Hoover’s novel starring producer Blake Lively and director Justin Baldoni (who play Lily and Ryle, respectively) was one of the most highly-anticipated films of the summer, grossing more than US$2 million worldwide to date.
Despite the movie’s commercial success, actress Blake Lively has become the centre of internet controversy for the way she allegedly promoted the film.
For a movie that dealt with such a weighty and painful subject, some netizens felt that Lively’s promotion of the film came off as out-of-touch and tone-deaf in stark comparison to her co-star Justin Baldoni, who appeared much less light-hearted when giving media interviews about the film.
Others have accused Lively of using the film’s publicity to promote her new haircare line as well as her husband Ryan Reynolds’ gin company. Coupled with rumours about a behind-the-scenes feud between Baldoni and Lively, the film has certainly created a buzz in unwanted ways.
There will always be challenges in promoting a film about domestic violence. What kind of treatment should the marketing and promotion take? Should actors and actresses be called to account for everything that is not said as much as what is said while promoting their latest cinematic projects? Most importantly, what are some lessons we can learn on how to discuss issues of domestic abuse and gender-based violence in a more sensitive light?








