Trigger Warning: Has mentions of themes that can be disturbing for some. User discretion is advised.

It Ends With Us, the Colleen Hoover book adaptation, has been the talk of the town these past few weeks. The movie knocked it out of the park, bringing in twice as much money as anyone expected from a romantic drama. But despite the success, Blake Lively, the star and producer of the blockbuster, found herself in a bit of a pickle for turning the press tour into a self-promotion spectacle and for seemingly missing the gravity of its domestic violence and abuse narrative. This required some fast damage control. 

Amid the backlash, Blake Lively posted a story to raise awareness about domestic violence and offer resources to her followers. “Everyone deserves relationships free from domestic violence,” wrote the Gossip Girl alum. Lively also included a link to a BBC interview where she discussed the same topic and her character, Lily. However, this could not wipe the slate clean for fans who saw Lively blatantly mimicking the iconic Barbie-themed press tour for It Ends With Us, a movie that is anything but a goofy romantic comedy. 

In contrast, director and cast member Justin Baldoni has been open about the film’s delicate themes right from the start. In fact, his initial hesitation to take on the director's chair came from not wanting to apply a male gaze to a story about a woman facing abuse. And while he seems to have been sidelined by the It Ends With Us team, or so the rumors go, he has received a warmer reception from fans compared to Blake Lively for his approach to the project. Lively, on the other hand, still has a lot of cleanup work to tackle.

‘It Ends With Us’: “Fishy” Business Takes Over Fans’ Minds as Colleen Hoover Fails to Handle Bad PR Alongside Blake Lively

Even after raising awareness, Blake Lively still has not managed to win over fans who see this as just a desperate bid to save face. 

Blake Lively, throughout the It Ends With Us promotions, has zeroed in on the floral aspects of the story, and promoting her business ventures. She has also tried to ride on her husband Ryan Reynolds’ Deadpool & Wolverine success to create their very own Barbenheimer moment. However, this marketing approach did not quite align with the film’s themes and felt more like a typical rom-com rollout. And now, Lively’s abrupt focus on the sensitive topic post-backlash has only drawn more criticism. 

Many fans, however, have also come to Blake Lively’s defense, insisting she has actually addressed the subject several times before. 

With or without the backlash, Lively and Reynolds have made box office history by becoming the first couple in three decades to hold the top two spots at the theaters. It Ends With Us even managed to give Deadpool & Wolverine, this year's top-grosser, a close run during its opening. However, this financial success is unlikely to fix the tarnished image of Hollywood’s ‘It’ couple anytime soon. 

Why Amidst Historic Box Office Run, Blake Lively's 'It Ends With Us' is Facing Heavy Criticism?

What do you think about Blake Lively's Instagram stories? Let us know your thoughts in the comments below!