Blake Lively’s new film It Ends With Us, adapted from Colleen Hoover’s bestselling 2016 novel, has stirred significant controversy, both on and off the screen. The movie, which premiered on August 6, 2024, has been at the center of a media storm, with rumors of a feud between Lively and co-star Justin Baldoni, as well as criticism over the film’s promotional tactics.
A Troubled Production
In 2019, Justin Baldoni’s Wayfarer Studios acquired the rights to It Ends With Us, a novel that delves into the complexities of abusive relationships. Lively was attached to star in the film by January 2023, with Christy Hall, known for Daddio, adapting the book for the screen. The story follows Lily Bloom (Lively), a woman who escapes a traumatic childhood marked by abuse to pursue her dreams in Boston. As she builds a new life, including opening a flower shop, she falls for neurosurgeon Ryle Kincaid (Baldoni). However, Lily soon realizes that Ryle’s abusive behavior perpetuates the cycle of abuse she has been trying to escape. The narrative is further complicated by the return of her first love, Atlas (Brandon Sklenar), which forces Lily to confront her past and her future.
Despite the film’s fidelity to Hoover’s novel, the production has faced numerous challenges and controversies. Early rumors about a rift between Baldoni and Lively surfaced when Baldoni was noticeably absent from photos with Lively and the rest of the cast at the New York premiere. It later emerged that they were in separate theaters and did not appear together for press events. This separation fueled speculation about behind-the-scenes discord.
Tensions on Set
The rumors of a feud were exacerbated by various reports suggesting that the set was fraught with tension. TMZ reported that Baldoni made comments about Lively’s postpartum body, which she reportedly found upsetting. According to TMZ, Baldoni, who has had back problems in the past, inquired about Lively’s weight to his on-set trainer in preparation for a scene where he needed to lift her. Lively, who had recently given birth, allegedly felt that Baldoni’s inquiry amounted to fat-shaming.
In another reported incident, Lively was uncomfortable with Baldoni allegedly lingering too long during a kissing scene. Sources told TMZ that some cast members may be exaggerating these issues to generate publicity for the film. Despite these claims, the perception of a strained working relationship between the two stars persisted.
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Baldoni, who also directed the film, has publicly praised Lively’s involvement. “Blake was involved in every aspect of the film once she came onto the project, from scenes and dialogue until the end, until now,” Baldoni told Entertainment Weekly. “She’s been a powerhouse of a creative and a wonderful collaborator.”
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Creative Disputes
Adding to the controversy are reports of creative disagreements between Baldoni and Lively. Baldoni made significant changes to Hoover’s novel, which some, including Lively, were reportedly unhappy with. In an interview with EW, Baldoni explained that he wanted to present Lily’s experiences as a “memory with an unreliable narrator,” aiming to immerse the audience in her perspective. He used four different editors to create multiple versions of the abuse scenes, which were then combined into the final cut of the film.
“I wanted the movie to feel like a memory with an unreliable narrator who was showing us what she had experienced,” Baldoni said. “I wanted to put the audience into Lily’s perspective so that they could really understand what she was going through, and why she would stay with somebody like Ryle, and show what happened one way, but then have the reality of what happened come at a time when it was impossible for both her and the audience to tell any other version.”
The final film features what Baldoni described as the “greatest hits” of the various edits, a choice that reportedly did not sit well with Lively and Hoover. The Hollywood Reporter noted that conflicting ideas during post-production led to two different edits of the film. Lively and Hoover reportedly presented their version at Colleen Hoover’s Book Bonanza outside of Dallas in mid-June.
Public and Critical Reception
The film’s premiere was marked by Lively’s revelation that her husband, Ryan Reynolds, contributed to the project. At the New York premiere, Lively told E! News, “The iconic rooftop scene, my husband actually wrote it. Nobody knows that but you now. He works on everything I do. I work on everything he does. So his wins, his celebrations are mine, and mine are his.”
Lively and Reynolds had reason to celebrate during the film’s opening weekend, with the couple having the top two movies at the box office. Despite this success, the film’s promotional strategies have faced criticism. Lively’s promotion of her new haircare line, Blake Brown, coincided with the film’s release, drawing ire from critics who felt it was inappropriate given the film’s serious themes.
Lively also faced backlash for a promotional video encouraging women to “grab your friends, wear your florals” and see the movie. Critics argued that this approach seemed out of touch with the film’s themes of abuse and survival. In response to the criticism, Lively posted an Instagram Story linking to the National Domestic Violence Hotline. “One in four women aged 18 and older in the U.S. alone have been the victim of severe physical violence by an intimate partner in their lifetime,” she wrote. “Intimate partner violence affects all genders, including more than 12 million people every year in the United States. Everyone deserves relationships free from domestic violence.”
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The Fallout
As the film continues to attract attention, fan theories and social media analysis have fueled the ongoing debate about Lively and Baldoni’s relationship. Social media users have scrutinized every move and comment made by the stars, further complicating the narrative. A source told PEOPLE that Lively’s irritation with a reporter referencing her “little bump” was taken out of context. Additionally, TikToks accusing Lively of downplaying a journalist’s question about how fans can share their feelings about the film did not show her full response, which acknowledged the film’s potential as both a cautionary tale and an inspiration.
Despite Baldoni’s praise for Lively and his acknowledgment of her creative contributions, the public perception remains clouded by allegations of discord and dissatisfaction. The film’s success at the box office has not been enough to fully quell the controversy surrounding its production and promotion.
