However the press run has been shrouded in controversy - from a feuding cast, to mishandling of dark themes it seems the film cannot escape the drama.
The film is based off of the incredibly popular novel by Colleen Hoover and follows Lily Bloom (played by Blake Lively) as she escapes an abusive household and fulfils her dream of opening a flower shop.
She appears to meet her dream man Ryle Kincaid (played by Justin Baldori), who, at first, showers Bloom in love and affection. However, over time, Kincaid becomes physically abusive. The film follows Bloom as she attempts to end the cycle of abuse, hence the title ‘It Ends With Us’.
Hints that something wasn't quite right began to appear early on at the film’s US and European premieres. Lead actor and director Justin Baldoni did not appear in any joint interviews and did not walk the carpet with his fellow cast and crew.
Fans began to dig and found that Lively, her husband Ryan Reynolds, other cast members and even Hoover herself, was not following Baldoni on social media.
Rumours arose that Baldoni had fallen out with many of the cast and crew over creative differences during the movie's filming.
After weeks of speculation, Lively confirmed that she and her co-star did not get along, alleging that Baldoni had “fat-shamed” her when he asked how much she weighed before lifting her for a scene. She also alleged that Baldoni had lingered too long during a kissing scene, making her uncomfortable.
Baldoni has reportedly hired a veteran crisis PR manager to deal with the ongoing controversy between the two stars.
Lively appears to be facing the majority of backlash from the internet for a few reasons, one being her repeated self-promotion during the press run.
During interviews and press junkets Lively has taken the opportunity to promote both her haircare line Blake Brown and her beverage company Betty Buzz/Booze.
Lively shared an image of a ‘It Ends With Us’ floral themed party organised by her drinks company, captioning the image: "When your company throws a florist themed party for your movie @itendswithusmovie. I love the bottles as tiny vases!! Thank you team @bettybuzz @bettybooze
The party featured a flower shop called “Betty Blooms” a name that references Lively's character Lily Blooms.
The New York Times reported that a promotional email was also sent out with recipes encouraging people to make ‘It Ends With Us’ themed cocktails with Betty Booze and her husband's gin brand, Aviation Gin.
Many people believe the self-promotion is tone-deaf and in very poor taste, especially due to the films themes of violence and domestic abuse.
Perhaps the most egregious issue with the film's press run has been the alleged downplaying of its domestic abuse storyline.
The film follows the story of Bloom who grew up around domestic violence in her home. Though she escapes this environment, she finds herself experiencing the very same abuse at the hands of her partner Kincaid.
‘It Ends With Us’, though often criticised for its handling of such subjects, is a story about breaking free from the cycle of abuse.
However, despite the film's dark themes, Lively has seemingly attempted to market it as more of a rom-com.
In a TikTok posted to the official ‘It Ends With Us’ page, Lively says: “Grab your friends, wear your florals and head out to see it.”, marketing the film as a fun girls-night-out experience.
In another interview, a journalist tells Lively that the film's theme may inspire many domestic abuse survivors to reach out to her about their own stories of abuse. Lively responds dismissively, joking about how she will not be giving out her phone number or location for these people to reach her.
Lively has experienced heavy criticism for her disconnect with her character's story, attempting to market a film about domestic abuse as celebratory girls-night-out romantic comedy.
In contrast Baldoni has emphasised the importance of the films themes of domestic violence saying in a red carpet interview: “If a Lily Bloom in real life can sit in this theatre, and make a different choice for herself than the one that was made for her, maybe she sees herself on that screen and chooses something different for herself,”
As well as this, Baldonis company, Wayfarer, has partnered with No More Foundation to provide resources and information about abuse
Following the wave of criticism, lively has now also shared domestic abuse resources and hotlines.
Despite the long list of controversies, ‘It Ends With Us’ has been a great success at the box office and is set to be one of the highest grossing films of this summer.
*If you or anyone you know has been affected by domestic violence you can find information and resources here.
