It Ends With Us premiered in theaters on August 9. However, contrary to its genre's reputation for love and laughter, the film has faced criticism from fans who find certain aspects questionable. Despite the extensive and impressive promotional campaigns, there have been online discussions that Colleen Hoover, the author of It Ends With Us, and Blake Lively may have mishandled the rollout. As a result, fans are now reflecting on the matter, especially in light of new, detailed reports emerging from the fan community.

Pop Crave recently reported on X that author Colleen Hoover has made her TikTok account private due to persistent backlash from fans. The criticism revolves around how Hoover and Blake Lively may have overshadowed Justin Baldoni, the director of It Ends With Us, during the film's creative process. A TikToker, Holden Smith, drew attention to a recent question by Entertainment Tonight at the New York City premiere in which Baldoni was asked if he would direct a sequel. 

Baldoni responded, “I think there are better people for that one,” and suggested Lively, the film's lead, as a potential director. While some might view this as a routine interaction, fans globally have detected underlying drama, noting how Ryan Reynolds and Blake Lively appeared to dominate the creative process. The TikToker highlighted that Reynolds reportedly rewrote a crucial scene for the movie, as previously revealed by Lively. 

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The TikToker pointed out Baldoni’s notable absence from several press tours and lack of interaction with cast members at the premiere. Another concern for fans was that while Baldoni continues to follow Lively and Hoover on social media, they do not reciprocate by following him back.

The speculation among fans extended beyond a single TikToker's belief that Colleen Hoover, Blake Lively, and Ryan Reynolds might have pushed Justin Baldoni out of the creative process. Besides Reynolds and Lively working with the same composer from Deadpool & Wolverine on It Ends With Us, fans found it puzzling that the premiere seemed to heavily emphasize the Deadpool & Wolverine connection, with its star prominently featured on the red carpet and the promotions often overlapping. 

Fans also could not see the logic behind the Gossip Girl alum's business promotions during press tours. While many considered these theories to be far-fetched, others expressed their disdain. 

Though one user noted that Baldoni intentionally took a backseat in some of the more intimate scenes to cater to the female gaze, some fans felt that these speculations did not arise from this factor alone. As fans split into "Team Justin" and others, the recent controversy surrounding the movie has not only sparked curiosity but also cast doubt on the sequel and the film's overall reception.

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What do you think of fans who are smelling trouble for It Ends With Us over Blake Lively and Colleen Hoover's mishandling of the PR? Let us know in the comments below!