The film It Ends with Us blends a story of domestic abuse with a heavy focus on aesthetics. The movie features Blake Lively’s pristine appearance, a cozy flower shop, and a Taylor Swift ballad. It resembles an Instagram story rather than a traditional film, merging visual appeal with merchandising.
Lively, who hasn’t acted in four years, now embraces a model of celebrity where projects serve as marketing opportunities. Her recent ventures include a haircare line, Blake Brown, and drink brands Betty Booze and Betty Buzz. Her husband, Ryan Reynolds, actively promotes her movie, even appearing at its New York premiere with Hugh Jackman, and integrating their personal brands.
Lively and Reynolds’ marketing strategy blurs the lines between film promotion and personal branding. Lively’s social media posts even feature a Deadpool mask with floral patterns from It Ends with Us. The film and Reynolds’s other projects, like his Aviation Gin, overlap frequently, indicating a new trend in celebrity marketing.
This promotional approach, however, has drawn criticism. Fans argue that commercial tie-ins, such as cocktails named after a violent character in the film, feel inappropriate given the movie’s serious subject matter. Additionally, rumors suggest tension on set, with director Justin Baldoni absent from promotions. Lively’s upbeat promotion contrasts with Baldoni’s focus on domestic violence.
Ultimately, while Lively’s acting talent shines through in It Ends with Us, the film’s commercial aspects often overshadow her performance. This trend of treating filmmaking as part of a broader business plan raises concerns about the future of Hollywood and whether such practices should become the norm.
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