Justin Baldoni and Blake Lively play Ryle Kincaid and Lily Bloom in “It Ends With Us,” a new movie based on Colleen Hoover’s book of the same name.
From the very start, there was backlash over Lively and Baldoni’s casting, who are significantly older than their characters in the book. Many fans also disapproved of Lively’s outfits from the initial set photos, claiming that she didn’t look like “their Lily” from the book.
Then, at the film’s New York premiere, fans grew suspicious when Baldoni wasn’t photographed with any of the cast members, especially with his lead co-star, Blake, and mostly walked the red carpet with his wife, Emily. Baldoni and the rest of the cast have been attending the remaining leg of the press tour separately, and his co-stars do not follow him on Instagram.
Similar to the “Don’t Worry Darling” on-set and off-set drama involving Harry Styles, Olivia Wilde and Florence Pugh, fans have been speculating on why the “It Ends With Us” cast has seemingly sidelined Baldoni.
Additionally, Blake Lively is facing criticism for her promotional approach, with many fans finding it tone-deaf, particularly when she mentioned her new haircare line, her sparkling beverage company and encouraged fans to “wear their florals” to screenings in homage to Lily’s character, who is a florist.
Fans found this insensitive given the film’s heavy themes of domestic violence and are accusing Lively of misrepresenting the film as a more light-hearted romance. Many believe she, unlike Baldoni, is minimizing the themes of abuse.
Some moviegoers have also reported being unprepared for the film’s intense subject matter and having no idea what they were really walking in to watch.
Many fans are also praising Baldoni for being vocal about the true nature of the film, while spreading awareness about intimate partner violence. On the other hand, there is speculation that Baldoni may have been a difficult director to work with on-set, adding to the unverified rumor mill.
Here are two reasons why fans are deeply invested in the behind-the-scenes drama of the film.
1. They Form Strong Parasocial Relationships With The Cast
Parasocial relationships are one-sided connections that fans develop with celebrities or public figures. According to a 2020 study, people form strong parasocial relationships with those they can relate to, contributing to their sense of community and connection.
When a beloved celebrity like Blake Lively or Justin Baldoni is involved in a project, fans likely feel personally connected to their successes, struggles and conflicts. This emotional investment makes them more likely to follow every detail of the production.
Another psychological element at play is the human desire for transparency and authenticity. When rumors of behind-the-scenes conflicts surface, it disrupts the idealized image that fans have of their favorite stars. This can lead to increased scrutiny, as fans want to know the “truth” behind the polished public images they see. They may also feel a sense of entitlement to this information because of the emotional investment they’ve made in these celebrities’ careers.
Additionally, research shows that readers can become strongly attached to fictional characters and stories. Readers often see themselves represented in the characters, particularly in the protagonist, Lily Bloom. So, their investment can also stem from deep emotional connections to the story, a protective instinct over the source material and a desire for accurate, respectful representation.
2. They Expect Celebrities To Meet Their Moral Standards
A 2019 study published in the Journal of Marketing Management suggests that celebrities exert widespread influence, as they are worshiped, admired and envied for their lives, their looks and their talents.
This can lead to idealizing them and expecting only the best behavior from them. Celebrities are also held to higher standards because they are viewed as role models. Fans expect them to embody the qualities they admire, both in their professional work and personal lives.
When something goes awry, such as rumors of tension between Lively and Baldoni or perceived insensitivity in promotional activities, fans may feel disappointed, disillusioned or even betrayed.
Viewers also reasonably expect public figures to use their platforms responsibly, particularly when dealing with sensitive topics like domestic violence, as is central to the movie. They want it to be addressed and highlighted with the sensitivity it deserves.
When celebrities fall short of these expectations, fans demand accountability as the right thing to do, and in part, because they see it as a breach of the “trust” that has been built through years of media interaction.
This controversy is a reminder of the growing demand for authenticity and sensitivity from public figures. Fans’ passionate reactions are not merely about casting choices or promotional missteps; they are rooted in the knowledge that storytelling holds transformative power, and that with great visibility comes great responsibility.
Curious about your own parasocial connection to celebrities? Take this test to learn more: Celebrity Attitude Scale
