Fans are criticizing actress Blake Lively for supposedly using her personal brand to take advantage of her connection to It Ends With Us with low-quality products.
The live-action adaptation of It Ends With Us, directed by Colleen Hoover, was released on August 9 and received a mixed response from critics.
Despite its high social media presence and expected success, It Ends With Us has been surrounded by rumors due to cast drama and speculation of a feud between lead actress Blake Lively and co-star/director Justin Baldoni.
It appears that the rumors surrounding Lively are intensifying, particularly after TikToker Bee Better accused her of “exploiting”the movie by incorporating products from her personal brand into its marketing.
@bee.better.company A deep dive into the downfall of Blake Lively, and how her detachment from reality has contributed to her being exposed as an out of touch celebrity as she wraps up this train wreck of a press tour. #blakelively #gossipgirl #ryanreynolds #itendswithus #itendswithusbook #colleenhoover #booktok #downfall #drama #deepdive #longvideo #videoessay #marketing101 #beebetter
In his “downfall of”series, Bee analyzed the way in which the actress marketed her new project, stating that it could potentially harm her image in the future.
According to Bee, the most noteworthy aspect of their promotional strategy was utilizing the film’s storyline to advertise their alcohol brand, Betty Booze. The company sponsored the premiere by serving themed drinks such as ‘Ryle You Wait,’ named after the film’s main antagonist who abused his wife.
The New York Times stated that an email was circulated detailing instructions on how to create “It Ends With Us”-themed drinks featuring Betty Buzz, Lively’s sparkling soda brand, and Aviation Gin, a gin company owned by her spouse, Ryan Reynolds.
Bee also emphasized that Lively introduced her new hair care brand, Blake Brown, at the same time as the premiere of It Ends With Us.
“The creator persisted, expressing their disapproval. They deemed the line completely unsuitable and a complete waste. Negative reviews have been pouring in and the product has a 50% return rate. Despite this, the company is falsely claiming the product is sold out online, when in reality, it is still readily available at Target.”
Despite initial reports, it has since been disclosed that the timing of Blake Brown’s launch was not intended to align with the release of the film.
According to a source, Entertainment Weekly revealed that the original release date for It Ends With Us was supposed to be on Valentine’s Day, giving enough time between the launch of the movie and Blake Lively’s debut in the hair-care industry. However, due to delays, the film’s release was pushed back to June and then again to August, just days before Lively’s planned hair-care launch.
Even though it was not intended for her to promote multiple products simultaneously, certain members of the audience had concerns with Lively’s endorsement.
Despite being intended as a sobering tale of the dangerous cycle of abuse, Lively has been quoted as describing It Ends With Us as more of a romantic meet-cute project, suggesting a different interpretation of the film’s message.
“The actress urged viewers to catch It Ends With Us in theaters with their friends and don their best florals. This movie sheds light on the impact of domestic violence and is a must-see.”
Despite the lack of coordination in their arrival, a few viewers were displeased with Lively’s simultaneous endorsements of multiple products. One TikToker even expressed surprise, commenting, “I wasn’t aware of the drink company. What’s going on?”
“Another individual expressed, “After giving it much consideration, I am confident that the team’s mindset was heavily influenced by the pressure to make this a successful venture for the female demographic, following the success of Barbie. This has greatly influenced the approach they are taking in their public relations efforts.”
Another viewer also mentioned, “The eloquence of this reading is flawless. I would give it 10/10 with no comments.”
To see what’s in store, take a look at the top-earning films of 2024, as well as the latest movie releases available for streaming this month and the top-rated movies of the year.
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