The It Ends With Us press tour was supposed to be a celebration. The film adaptation of Colleen Hoover's bestselling novel about domestic abuse had everything going for it: a massive built-in audience, strong reviews, and two attractive leads.
Instead, it became one of the most uncomfortable promotional campaigns in recent memory. Blake Lively and Justin Baldoni—who also directed the film—appeared to be in open warfare. They didn't post together. They didn't stand together. They didn't even acknowledge each other.
What happened? And why has this relatively small drama exposed some of Hollywood's biggest problems?
The Signs Something Was Wrong
From the film's first premiere, observers noticed:
- Blake and Justin walked the carpet separately
- They never posed for photos together
- They did no joint interviews
- Blake's husband Ryan Reynolds was prominently present; Justin's wife was barely shown
- The cast clearly took "sides"—with most aligning with Blake
Entertainment journalists started asking questions. Publicists went into overdrive. And both stars began giving interviews that seemed designed to undermine each other.
What We Know About the Conflict
Neither Blake nor Justin has explicitly stated what happened. But reports suggest:
Creative Differences
- Blake allegedly pushed for more control over her character
- Justin wanted final cut as director; Blake may have edited around him
- Tone disagreements: Blake wanted commercial appeal, Justin wanted raw authenticity
- Music choices became a major battle
Personal Tension
- They reportedly clashed on set from early days
- Justin's directing style allegedly frustrated Blake
- Blake's husband Ryan Reynolds did uncredited rewrites, angering Justin
- Power dynamics shifted as the film gained buzz—Blake had more leverage
PR Strategy Conflicts
- Blake wanted to promote the film as an entertaining romance
- Justin wanted to center the domestic abuse themes
- Blake's social media promoted her haircare line during the tour
- Justin aligned himself with DV organizations
The "Tone" Problem
The biggest controversy wasn't between Blake and Justin—it was about how Blake promoted the film.
It Ends With Us is, at its core, about a woman in an abusive relationship. The book's fans expected the adaptation to treat this seriously. Instead, Blake's promotional approach was... different:
- Floral dresses and smiling photos
- References to cocktails and parties
- A focus on fashion and "Lily Bloom's" style
- Her haircare brand prominently featured
Critics were furious. Domestic violence advocates felt the marketing was tone-deaf. Social media piled on.
Justin, meanwhile, aligned himself with the serious angle:
- He centered DV resources in his posts
- He spoke about the responsibility of portraying abuse
- He directed people to hotlines
- He stayed somber and substantive
The contrast made Blake look bad—whether intentionally or not.
Blake's Defense
Blake's defenders argue:
- She was promoting a movie, not making a documentary
- Actors aren't responsible for solving DV
- Her approach might reach people who wouldn't engage with a "serious" campaign
- Justin positioning himself as the moral one was calculated PR
In a rare direct response, Blake said: "I'm not an expert. I'm an actress. If this film helps even one person recognize abuse, I've done my job."
Her supporters also pointed out: Blake actually reached more people with her approach. The film made $350 million worldwide.
Justin's Defense
Justin's defenders argue:
- As director, he had a responsibility to honor the source material
- DV isn't a marketing opportunity
- Blake's haircare promotion was genuinely inappropriate
- His serious approach was what the story demanded
Justin has been more vocal in interviews, saying: "This film could save lives. That's not something I take lightly."
He's also been praised by DV organizations for his sensitivity and engagement.
The Deeper Issues
This feud has exposed several Hollywood problems:
The "Brand" Problem Blake Lively is a brand—she has businesses, partnerships, and an image to maintain. But when your brand conflicts with your film's message, something has to give. Blake chose brand. Many people felt that was wrong.
The Power Struggle Problem Justin was the director, but Blake was the bigger star. That power imbalance created tension. Whose vision wins? In Hollywood, usually whoever has more leverage. Blake had more.
The Representation Problem Should movies about serious topics (abuse, trauma, mental illness) be marketed like regular entertainment? Or do they require special handling? There's no clear answer—but It Ends With Us showed the stakes.
The PR Problem Modern movie marketing requires stars to be constantly "on"—doing interviews, posting content, appearing on podcasts. There's no room for silence. So when Blake and Justin had nothing nice to say about each other, the silence was deafening.
What Happens Now
The It Ends With Us sequel—It Starts With Us—has been greenlit. But several questions remain:
- Will Blake return? (Probably yes—too much money involved)
- Will Justin direct? (Uncertain—Blake has veto power)
- Will they promote together? (Unlikely)
- Will the marketing change? (Almost certainly)
Both stars' reputations have taken hits. Blake is seen as out of touch. Justin is seen as self-righteous. Neither came out looking great.
The Fan Response
What's remarkable is how fans divided along clear lines:
- Book fans mostly sided with Justin (they wanted the serious approach)
- Blake Lively fans defended her marketing choices
- DV advocates criticized the entire campaign
- Film critics focused on the movie itself (which got decent reviews)
The controversy may have actually helped the box office—nothing sells tickets like drama.
The Lesson
The It Ends With Us saga is a case study in modern celebrity:
- Everything is content
- Silence is impossible
- Tone matters as much as substance
- Feuds become the story
- Nobody wins a PR war
Blake Lively and Justin Baldoni made a successful film together. But the story of their conflict will outlast the film itself.
And the question it raised—how do you market a movie about domestic abuse?—still doesn't have a good answer.
