Ahead of the Curve with Coco Mocoe

"It Ends With Us" P.R. Fiasco or Genius? + The End of the "Mr. Beast" Era on YouTube

Aug 13, 2024

A blockbuster movie adaptation stirs up drama ahead of its premiere, as cast tensions and marketing choices spark debate. The film 'It Ends With Us' breaks box office records despite mixed critical reviews and serious themes confronting domestic violence. Meanwhile, the landscape of YouTube faces scrutiny with allegations surrounding a popular figure, as safety concerns arise from extreme challenge formats. What does this mean for celebrity influence in film and the future of buzz-worthy content?

33:15

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Quick takeaways

The marketing strategy for 'It Ends With Us' created a disconnect between audience expectations and the film's serious themes, leading to discussions about ethical promotion responsibilities.

Despite the mixed critical reception, 'It Ends With Us' achieved notable box office success, indicating a possible shift towards female-centered narratives in Hollywood.

Deep dives

The Dark Themes of 'It Ends With Us'

The film adaptation of 'It Ends With Us' unexpectedly presents dark themes around domestic violence and trauma, contrasting sharply with its marketing that leaned towards a lighter, romantic narrative. Many audience members entered the cinema expecting a typical rom-com but left feeling shocked and traumatized by the intense subject matter. This disconnection has sparked discussions about whether it was the film's responsibility to adequately inform viewers about its serious themes before their viewing experience. The overwhelming consensus is that the marketing may have misled audiences, creating a sense of betrayal for those who were unprepared for the film's emotional weight.

Intro

4min

Hollywood Marketing and Female Cinema Trends

12min

Behind the Scenes of 'It Ends With Us'

7min

Marketing Dynamics and Controversies in Film Promotion

3min

Celebrity Brand Trends and Movie Marketing Insights

7min

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.com

In today’s episode of “Ahead of the Curve with Coco Mocoe”, we will be discussing two great examples of why I always say, “all press is NOT good press”. One of the biggest stories in pop culture right now is about the premiere of “It Ends With Us”. This was a book turned movie from author Colleen Hoover. Director and actor Justin Baldoni bought the rights to make the movie in 2019 and hired Blake Lively to play the lead, Lily Bloom. All seemed to be going well until fans noticed that a large portion of the cast unfollowed Baldoni on socials ahead of the premiere and there seems to be tension during the press tour. Despite this potential drama, the movie brought in $50 million dollars in it’s opening weekend at the box office – doubling it’s budget of $25 million.

Could the Ryan Reynolds “Deadpool” takeover of the “It Ends With Us” press run have been a smart move, despite fans claiming that it took away from the serious undertones of the movie? Let me know your thoughts.

And in the extended episode for paid subscribers, we discuss the developing stories around Mr. Beast from employees having inappropriate relations with minors (allegedly) to his Prime Video show “Beast Games” having issues surrounding the safety of contestants on set. Does this mark the end of the “Mr. Beast” era of YouTube which was all about extreme challenges and putting people in extreme situations for a chance at some money?

The Mr. Beast story is still developing so I might have to do a separate deep dive in a few weeks, if more information comes out.

Time Stamps:

0:00 – Introduction

5:13 – “It Ends With Us” Box Office Results

7:22 – Deadpool x It Ends With Us: Marketing Cross-Over

9:40 – Critic Reviews of “It Ends with Us”

16:51 – The confusing marketing of “It Ends With Us”

22:30 – Ryan Reynolds writing the roof scene

24:36 – “All Press is Not Good Press”

27:40 – The launch of Blake Lively’s hair care “Blake Brown Beauty”

33:15 – Mr Beast Deep Dive (Paid Substack – Extended Episode)

42:44 – “I worked for Mr Beast, He’s a Fraud” Viral Video