It Ends With Us is about an abusive relationship. So why is the marketing so light-hearted?

WARNING: This article may affect those who have experienced sexual violence or know someone affected by it.

As audiences flock to seeIt Ends With Us in theatres,there's concern that the movie's breezy marketing campaign is sending the wrong message aboutits serious subject matter intimate partner violence.

Starring Blake Lively and Justin Baldoni, who is also the film's director, It Ends With Us is based on thebestselling Colleen Hoover novel of the same name. The movie, which has surpassed the $100 million US mark at the box office, chronicles the life ofprotagonist Lily Bloom as she navigates a relationship with an abusive partner.

Critics have raised concerns that promotional material for the film, much of it featuring Lively speaking with other cast members in light-hearted segments set in a flower shop, is inappropriate consideringthe story's subject matter.

People who work withthose who've experienced intimate partner violence in Canada say it's a good thing thatthe subject is receiving media attention, but that it's also important that audiencesunderstand some of the complexities of abusive relationships that may not be captured in a Hollywood movie.

WATCH | Critics disapprove ofIt Ends With Us marketing campaign:

Is the It Ends With Us marketing missing the mark?

1 month ago

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Some observers say the promotional marketing campaign of It Ends With Us seems to detract from the films tone and subject matter of domestic violence.

Hollywood not likelyto tackle issue of abuse

Karen Mason, the executive director and co-founder of Supporting Survivors of Abuse and Brain Injury Through Research (SOAR) has been followingthe marketing of It Ends With Usand says it's clear the movie's promotion is more focused on the romance angle.

"While that seems a bit odd to me, given the focus on intimate partner violence is such an important part of the story, we have to understand this is Hollywood, this is a commercial film," she said.

"The goal is to get bums in seats eventually and make money."

Mason says she thinks there's only so much that can be done withinthe Hollywood promotional machine to focus on intimate partner violence because people don't want to talk about it.

"We don't like to admit that it's going on, particularly to the extent it is," she said."We know in Canada, 44 per centof women and girlsthat's almost halfreport violence at the hands of a partner in their lifetime."

Mason notedthat many women don't report or acknowledge abuse because of shame, stigma, or the fact that they may not even recognize that it's occurring in their relationship.

She says interviews that she's seen fromdirectorBaldoni, who also plays the abusive partnerin the film,have been morefocused on the film's subject matter.

"Justin Baldoni seems to be making an effort to focus on the fact that intimate partner violence is a key piece of this story and of Lily's story, and bringing up the issue quite quickly in interviews and not making it necessarily about himself but about women," Mason said.

However, aclip of Lively urging potential viewersto "grab your friends, wear your florals, and head out to see it," has drawn particular ire.

Mason saysthat line didn't sit well with her and probably didn't sit well with others, either.

"While absolutely women should go together and support each other in seeing this film, I think suggesting it's a fun girls night out where you might, you know, go for a pedicure, a manicure and a glass of champagne first isn't necessarily appropriate."

While she thinks Lively has had some insightful things to say on the film's subject matter, Mason saysthose comments areoften buried in the interview, while lines like"wear your florals" go viral.

In recent days, Lively has also used her Instagram accountto share a list of resources for those who have experienced intimate partner violence.The film's Instagram account has also shared a viewer's guide.

Real life complexity

Anuradha Dugal, the executive director of Women's Shelters Canada, says the movie'sstory skips over difficult aspects of leaving an abusive relationship.

"The journey that this character is on is tied up quite neatly," she said.

Dugal points tothe protagonistexperiencingminimal on-screen friction after broaching the topic of divorce with her abusive partner, having thatpartner's sister supporther and ending the movie with a potential new romanceas elements that make the experience of leaving an abusive relationship appear more simple than it can be in real life.

While Dugal says that may be a nice outcome in the case of the film, she says it's rare in real life, where "cases are very much more complex" and requirewomen's shelters to offer a variety of services and resources.

"Shelters in Canada don't just offer, like, a bed to sleep in or a transition period," she said. "They also offer safety planning. They offer housing support, they offer immigration support. They offer financial management skills. They offer support with custody battles."

"This film glosses over a lot of that," saidDugal, adding that it's important that more people become familiar with the reality of the subject matter.

LISTEN | All about It Ends With Us, the new movie based on a bestseller:

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Sadaf Ahsan and CT Jones join Elamin to discuss the box office hit It Ends With Us, starring Blake Lively and Justin Baldoni, based on Colleen Hoovers bestselling novel.

She says if peoplego into the filmunderstanding that it's just a representation of a real-life situation and are willing to listen and learn aboutwhat resources are available, how prevalent abuse is and how they can help shift that, "then in essence, the movie has done something that I can accept."

But Dugal says she worriesabout what happens if the movie results in people thinking that leaving an abusive partner is easy and everything will work out. She says this can result in people judging the women in their lives andwondering why they don't just leave like Lily Bloom does.

"Then there's a problem."

In a clip shared by The Associated Press Wednesday, director Baldoni saidthat he can imagine how hard it would be for anyone who has actually livedintimate partner violence to imagine their experience being part ofa romance novel.

"To them, I would just offer that we were very intentional in the making of this movie," he said.

Both Mason and Dugal say anyone who is experiencing or has experienced intimate partner violence and is looking for support can use sheltersafe.ca, a national website created and run by Women's Shelters Canada, which offers a nationwide map with links to resources.

For anyone affected by family or intimate partner violence, there is support available through crisis lines and local support services. If you're in immediate danger or fear for your safety or that of others around you, please call 911.