In recent weeks, Hollywood actress Blake Lively has faced significant backlash for her approach to the promotional campaign for the film “It Ends With Us.” This controversy centers around Lively’s choice to keep the press tour light-hearted and focused on personal brand promotion rather than addressing the film’s serious subject matter—domestic violence. The promotional campaign, which many critics feel overlooks the gravity of the film’s central theme, has sparked frustration and disappointment among fans.
Indian film producer Rhea Kapoor found herself in the eye of the storm when she publicly defended Lively on Instagram. Addressing the criticism head-on, Kapoor wrote a supportive comment, applauding Lively, the film’s author Colleen Hoover, and the producers for their efforts. Kapoor’s full comment read, “The commentary on the marketing of the film is so sad. More power to Blake, Colleen and the producers for promoting the crap out of this movie. As a filmmaker, we know how difficult it is to bring real women’s stories into the mainstream and share them with as many people as possible. Celebrate women that we see every day that have been through this and come out stronger and embrace their light. Normalise telling their stories instead of throwing them into a box. You want to shame the actress for wearing pretty dresses for the press tour instead? What was she supposed to do? Hide at home in sweats? A great way to ensure even fewer of these stories are told. And so what if she promoted her brand? She’s a businesswoman and she’s doing press; god how judgmental. Are. We.”
Kapoor’s defence, however, did not sit well with many social media users. Her comment generated a flurry of criticism on Reddit, with users expressing their disapproval and offering deeper insights into the controversy surrounding the film’s promotional strategy.
. One user detailed the ongoing issues, highlighting that Lively has treated the domestic violence-themed film as though it’s a romantic comedy. The user noted that during the promotion, Lively has been showcasing her hair care and alcohol brands, sometimes using the film’s character names in a playful manner. Furthermore, the actress has been seen positioning herself and her husband Ryan Reynolds as a power couple, sometimes integrating this with the promotion of Reynolds’ “Deadpool” brand.
The Reddit community also brought up additional contentious points, such as rumored conflicts between Lively and her co-star and director Justin Baldoni. Allegations of body-shaming and inappropriate behavior towards Lively by Baldoni have emerged, along with claims that Lively influenced the studio to favor her version of the film over Baldoni’s.
Several users were particularly incensed by what they perceived as Lively’s flippant attitude towards the film’s serious subject matter. One user summed up the general sentiment, stating, “Why star in a movie about domestic violence if you are going to treat and promote it without the seriousness of the subject matter it deals with? With an alcohol brand no less? Its ‘oh domestic violence, abuse and assault? Well at least you have one less worry with my shampoo line which will guarantee great hair days even when something traumatic happens’ like attitude which people are bashing her for.”
Adding fuel to the fire, there were also allegations surrounding Lively’s perceived insensitivity. A Reddit user highlighted that stories from Lively’s PR team suggested Baldoni asked the on-set trainer for her weight due to his chronic back issue and the need to prepare for physically demanding scenes where he had to lift her. The same user went on to criticize Lively for choosing to get married on a plantation, noting the historically brutal treatment of slaves in such locations.
The reaction to Kapoor’s defence was not limited to the subject of the promotional campaign. Some users criticized Kapoor herself, speculating that her support might be a ploy to attract attention from Lively and Reynolds. One user remarked, “Why is it always a Kapoor? Does she think she will get noticed by Ryan and Blake and then Sonam will invite them to dinner?” Another said, “Women like Rhea and Blake come from privilege. They have no idea how the actual world works.”
The backlash over the promotional strategy for “It Ends With Us” continues to grow, with many fans voicing their dissatisfaction on social media platforms. Kapoor’s well-intended comments have done little to calm the storm, as the debate rages on about how films dealing with sensitive and serious subjects should be promoted responsibly.
