Blake Lively’s Marketing Masterclass

It Ends with Us is more than a film; it’s a marketing spectacle. Centered on a woman in an abusive relationship, it also highlights Blake Lively's entrepreneurial ventures, from her perfect hair to a stylish flower shop. With a Taylor Swift ballad accentuating key scenes, the movie feels like an Instagram Story come to life — where the plot and visuals are all part of the promotional package.

Lively’s Strategic Return to Film

Blake Lively, often underestimated as an actor, hadn’t appeared in a movie for four years before It Ends with Us. During that time, she has redefined her brand, embracing a new kind of superstardom where creative projects double as business opportunities. This strategy, similar to what some call "The Swift Effect," aims to maximize profitability by aligning her film roles with various business ventures. Lively’s latest project is no exception.

Image from goodfon.com

A Web of Cross-Promotions

Alongside the movie, Lively has launched a haircare line, Blake Brown, and continues to promote her drinks brands, Betty Booze and Betty Buzz. Ryan Reynolds is actively involved too, filming skits for her Instagram, attending the premiere with Hugh Jackman, and teasing future projects. A Deadpool mask with floral patterns from the film recently appeared on Lively’s feed, highlighting their marketing synergy.

A Trend Among A-Listers

While it’s not unusual for celebrities to juggle films and side hustles — Angelina Jolie, Scarlett Johansson, and Dwayne Johnson all come to mind — Lively and Reynolds represent a new era of A-list self-promotion. Their marriage, family life, and business endeavors are deeply intertwined, blurring the lines between their film careers and mogul status. Their collaborations extend beyond the screen, with their children and Reynolds's football team, Wrexham AFC, appearing in various promotional materials.

Controversy Surrounding the Marketing

Lively has faced backlash for her promotional tactics with It Ends with Us, particularly for commercial tie-ins like themed cocktails. The "Ryle You Wait" drink, named after an abusive character, has sparked criticism and angry comments on her Instagram for seeming insensitive to the film's serious subject matter.

Conclusion

Blake Lively said: “I’m just trying to create something that lasts.” Whether this strategy will enhance or hinder her reputation remains to be seen.