How Do You Market a Domestic Violence Movie? Not Like ‘It Ends With Us’

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Based on the Colleen Hoover best selling novel, film adaptation It Ends With Us fails to take its subject matter seriously.

main character Lilly Blossom Bloom is certain of a few things. One, her name is ridiculous, especially since her dream is to open a flower shop. Two, no relationship has come close to what she experienced at age 15 with her first love, Atlas Corrigan. And three, the long-held belief she’s professed since childhood — that she’ll never stay in a physically and emotionally abusive relationship like the one her mother endured — is much easier said than done.

But Hoover’s personal tie to the heavy subject matter hasn’t prevented the author from being caught in between the seriousness of her inspiration and her need to engage in promotion. After her books skyrocketed in popularity during the pandemic, internet critics accused Hoover of profiting off the real-life struggle of women experiencing domestic abuse.

Something that’s also not helping: major discussion surrounding drama behind the scenes of the film with the cast. Internet sleuths onand X noted earlier in the week that Baldoni, who also directed the film, has been decidedly absent from its promotion. He attended the premiere but was conspicuously absent from every single full cast picture. He did not introduce the film with Hoover and Lively and was not photographed with any member of the cast.

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