How Blake Lively's fairytale turned into a PR nightmare: Amid a growing backlash, ALISON BOSHOFF...

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How Blake Lively's fairytale turned into a PR nightmare: Amid a growing backlash, ALISON BOSHOFF...
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This should be the crowning moment of Blake Lively 's career: she has just made the prestigious September issue of US Vogue, which she calls 'a lifelong dream come true'.

This should be the crowning moment of Blake Lively's career: she has just made the prestigious September issue of US Vogue, which she calls 'a lifelong dream come true'.

Blake Lively's launch of her new film, It Ends With Us, has been an unmitigated disaster. Pictured at the UK premiere on August 8 Even more fortuitously, this marketing opportunity has come at a once-in-a-generation moment of pop culture dominance for Lively and Reynolds. Incongruously, Lively seems to have been trying to sell the movie as a jolly rom-com. 'Grab your friends, wear your florals, and head out to see it!' she chirruped, despite the fact that Lily ultimately has to flee her abuser.

Given the link between domestic violence and alcohol plus Lively's floundering attempts to address the issue in interviews – this set off a fire-storm of criticism. As the backlash has grown, previous bitchy comments to reporters have resurfaced. Principally, this includes the time when one luckless interviewer congratulated her on her 'little bump' – Lively was pregnant – and Lively shot back her congratulations to the woman, who was not pregnant, on her own 'little bump'. If you were so minded, you might consider that a rather thoughtless remark.

Gossip about feuds with previous co-stars, among them Anna Kendrick and Leighton Meester, has been reignited, too. Baldoni had previously directed a romance movie, Five Feet Apart, about a teen with cystic fibrosis who falls in love, then founded his own company, Wayfarer Studios. Lively was a catch – a mark of her importance to the project is that she was given a producer credit.

There are reports that Lively and Baldoni differed about the edit of the film. He was apparently backed by the studio Sony. She was backed by Colleen Hoover, author of the original bestselling book on which the film is based. By the time of the film's premiere, pictured, Baldoni was walking the red carpet alone and none of his co-stars were posing with him or following him on social media

At the same event, Lively revealed that her husband had helped to script the film – which was news to the film's writer. But then the whole project seems to have been subsumed into a merchandising opportunity for Lively and her husband. The couple – both child stars – met on the set of The Green Lantern in 2010 and have been married for 12 years.

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