Misleading Marketing Mishap Unveiled: The Case of It Ends With Us
The movie "It Ends with Us," based on a book about domestic violence, has found itself at the centre of a storm of controversy. The film's marketing strategy, particularly its focus on florals and star Blake Lively, has been criticized for losing sight of the product's serious subject matter.
The early poster for the film, with its sinister grey tones and direct reference to domestic abuse, seemed to set a sombre tone. However, as the marketing campaign progressed, this tone shifted dramatically. The final poster focused more on flowers and a smiling face, with the tagline becoming less prominent. Blake Lively's promotional behaviour, encouraging audiences to attend screenings with friends and wear florals, was perceived by many as minimizing the film’s serious theme of domestic violence.
This shift in tone has sparked significant online backlash, particularly aimed at Lively. The backlash reflects concerns about misleading media representation of domestic violence, where promotional tactics or portrayals may inadvertently downplay the severity or complexity of the issue, potentially reducing a tragic subject to a more casual or marketable theme.
The marketing strategy for "It Ends with Us" has been compared to that of the movie "Barbie," with a focus on potential money-making motifs such as flowers, colours, and clothing. However, this approach has been criticized for not addressing or providing support for the staggering statistics surrounding domestic violence in the US. One in three women (35.6%) and one in four men (28.5%) in the US have experienced rape, physical violence, and/or stalking by an intimate partner in their lifetime.
Behind-the-scenes disputes, such as Blake Lively demanding final approval over her character’s sensitive sex scenes, have also contributed to discussions about the control and portrayal of intimate scenes related to the story’s serious content.
The social media backlash against the film's marketing has almost overshadowed the film itself, and has been likened to the controversy surrounding "Don't Worry Darling." The film may have made money, but it is now mired with controversy, disappointment, and for some, relived trauma.
In a surprising turn of events, the book's publisher announced a coloring book based on "It Ends with Us" in 2023, which was met with a huge outcry and was subsequently pulled. The author apologized for the project, citing it as "tone-deaf."
In conclusion, the marketing of "It Ends with Us" serves as a case study in the potential pitfalls of misrepresenting serious subject matter in media. The film's success at the box office does not diminish the importance of addressing and respecting the gravity of domestic violence, particularly in a society where such violence remains a pervasive issue.
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