‘It Ends With Us’: How Blake Lively Was “A Creative Tour De Force” In Transforming Colleen Hoover Novel Into A Motion Picture Event

deadline.com:

What was once old is completely anew at the box office with the booming success of Sony and Wayfarer Studios’ It Ends With Us which opened to a surprising $50M this weekend.

Nobody saw this coming weeks ago, the pic arriving on tracking to around $15M, and it was only evident in the final run-up this week that this Blake Lively starring and produced, Justin Baldoni starring and directed title would pop to somewhere north of $40M+; which makes perfect sense given how movies, particularly those aimed at women, are marketed in the final run-up to their opening to stoke the fanbase.

Young female moviegoers per studio marketing suits make their decisions at the last minute, and they head to cinemas in packs when there’s an event for them to see.

It Ends With Us pulled in the under 35 demo at 68% with women snapping up tickets at 84%. Screen Engine/Comscore’s PostTrak also shows that 60% of those who watched It Ends With Us bought their tickets same-day.