This article discusses sexual violence and may be triggering for some readers. The Kingston Sexual Assault Centre’s 24-hour crisis and phone line can be reached at 613-544-6424 / 1-800-544-6424. For on campus , community may email [email protected].
Sorry, Blake Lively—this isn’t the summer of Barbie land where we can just slip into floral dresses, gather the gals, and waltz off to watch your movie.
Sitting in the movie theatre after watching It Ends with Us, I couldn’t help but think about the lost potential—the powerful message about domestic violence that could have been at the forefront was overshadowed by glitzy promotions that missed the mark entirely.
Directed by Justin Baldoni and based on Colleen Hoover’s 2016 novel, the film follows the story of Lily Bloom, played by Lively, a florist who moves to Boston to start fresh after her father’s funeral. Her life takes a turn when she meets Ryle Kincaid, played by Baldoni—a charming neurosurgeon with a dark side, as his anger issues manifest into abusive behavior. Lily’s journey through the trauma of her father’s abuse and the reality of her own relationship is a narrative steeped in the complexities of domestic violence.
Yet, before the film even hit theatres, I, like many others, saw Lively promoting it with her extravagant, Barbie-like outfits, the launch of her haircare line, and her husband, Ryan Reynolds, involvement in the film. The promotion felt completely tone-deaf, ignoring the film’s heavy theme as if trying to recreate the cultural moment sparked by last year’s release of Barbie and Oppenheimer.
Watching the interviews of Lively all I felt was disappointment. It was sad to see a celebrity with her power and positionality use her place in society to promote her haircare brand instead of speaking out on the effects of domestic violence.
The entire marketing campaign, featuring light-hearted interviews with Reynolds, Hugh Jackman, and Brandon Sklenar—who plays Atlas Corrigan, Lively’s childhood crush—positioned the movie as a romantic comedy, which couldn’t be further from its true essence. This approach not only misleads audiences unfamiliar with the book’s themes but feels ethically questionable given the subject matter.
Domestic violence isn’t something to be glossed over. The National Domestic Violence Hotline reported nearly one in four women and one in seven men in the U.S. have experienced severe physical violence by an intimate partner. A 2018 World Health Organization analysis of data from 161 countries found that nearly one in three women worldwide have been subjected to physical and/or sexual violence by an intimate partner or non-partner.
This backlash towards It Ends with Us is nothing short of new. In 2023, Hoover announced she was releasing a colouring book “developed with Lily’s strength in mind,” a decision that sparked significant controversy. To no one’s surprise, this move sparked outrage, trivializing the trauma of survivors into a commodified, “colour away your pain” narrative. Considering the book is rooted in Hoover’s own experiences of her mother’s abuse, this marketing ploy felt not just misguided, but deeply insensitive.
Neither the movie nor the book should be used solely for the benefit of the actors and the author, who are already well-off financially. It was an opportunity for Lively, Baldoni, and the team to use their platforms for more than just personal gain—promoting awareness, ing domestic violence charities, and offering resources for survivors.
distanced himself from the rest of the team and cast during the movie’s promotion. He consistently shared resources for those experiencing domestic violence and highlighted its impact. As an actor, director, and mental health activist, it’s no surprise Baldoni continues to focus on what truly matters and aims to convey the film’s important message.
Some may argue that actors can only do so much, but the truth is, they hold significant power and influence. They have the ability to use their platforms to reach people who need help and resources that might otherwise be inaccessible. It’s time to stop excusing celebrities for their poor behaviour when it comes to sensitive issues.
Their silence and tone-deafness amplified the missed opportunity to be a voice for countless people around the world.
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