Hollywood is no stranger to controversies and off-screen drama, which can either boost a movie's marketing or harm it. The Twilight Saga (2008) is a prime example of how off-screen relationships can enhance a film’s promotional campaign. The real-life chemistry between Kristen Stewart and Robert Pattinson generated significant fan interest, fueling anticipation for the movies. On the same lines, in 2012, The Amazing Spider-Man , the real-life romance between Emma Stone and Andrew Garfield added authenticity to their on-screen relationship, drawing more attention to the film.

However, in the case of It Ends with Us (2024) , a movie based on Colleen Hoover’s popular romance novel with the same name and starring Blake Lively and Justin Baldoni, the situation seems to have backfired. Rumors of a rift between them , who are not only the film's leads but also co-producers, have surfaced, potentially undermining the film’s marketing strategy.