The promotional efforts for the film 'It Ends With Us' have been overshadowed by reported tensions between co-stars Blake Lively and Justin Baldoni, who directed the film. Sony Pictures' Chair-CEO Tony Vinciquerra publicly supported Lively, praising her role and contributions while notably omitting any mention of Baldoni in his statements. Critics have called out Lively for her lighthearted promotional approach, which seems at odds with the film's serious themes surrounding domestic violence. Meanwhile, Baldoni's separate promotional strategy and absence from group appearances have fueled speculation about a rift between him and Lively. Social media reactions have intensified, with many fans criticizing Lively's handling of the film's marketing. Despite the controversies, Lively's surprise screening of a rough cut at Colleen Hoover's Book Bonanza was viewed as a significant promotional success for the film.