Hollywood’s PR Playbook: Strategic Scandals Make Box Office Boosters

Summary: Hollywood’s strategic use of scandals to boost box office performance is exemplified by the film “It Ends with Us,” which has grossed over $200 million globally despite reports of behind-the-scenes conflicts between stars Justin Baldoni and Blake Lively. The controversy surrounding the film demonstrates how negative publicity can be leveraged to generate increased interest and ticket sales. PR strategies such as this are commonplace in Hollywood and across the business world, but do they really help generate the right type of buzz?

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Strategic Scandals as Box Office Boosters

In the glittering world of Hollywood, where success is measured in ticket sales and social media buzz, studios and publicists have long employed a variety of tactics to ensure their films capture public attention.

One controversial strategy that has persisted through the years is the use of public relations scandals to boost interest in movies that might otherwise struggle at the box office.

This article examines this phenomenon, with a particular focus on the recent controversy surrounding Blake Lively and Justin Baldoni’s film adaptation of “It Ends with Us.”

Controversy and Box Office Success

The promotion of “It Ends with Us,” based on Colleen Hoover’s bestselling novel, has become a prime example of how PR strategies can generate significant attention, even when they appear to backfire. It Ends With Us was the best-selling novel of 2023 selling over a million copies worldwide.

In the adaptation, Blake Lively plays Lily, a small-town girl who has beaten the odds to make something of herself in the big city. She runs her own business and her boyfriend is a gorgeous neurosurgeon played by Jason Baldoni, who also directed the film. Despite her seemingly perfect existence, Lily can’t help but think about her first love and wonder where he ended up.

The book and film tell a heart breaking story of love found and lost, through Lily’s quest to escape her past and what it means for her future. Baldoni has been praised for how he’s been promoting the film without romanticizing or glamourizing the very serious flaws of his character, whose jealousy leads him to become abusive towards Lily. Lively, on the other hand, has faced intense criticism for appearing to trivialize the serious themes of domestic violence central to the story.

Despite the controversy, or perhaps because of it, “It Ends with Us” has achieved notable box office success, raking in over $200 million at the box office worldwide. The movie’s performance highlights how even negative publicity can amplify a film’s presence in the public consciousness and potentially translate into ticket sales.

The Mechanics of Scandal-Driven Promotion

While the “It Ends with Us” controversy may not have been intentionally orchestrated, it exemplifies how even negative publicity can serve to amplify a film’s presence in the public consciousness.

Hollywood has a long history of leveraging scandals, both real and manufactured, to generate buzz around movies. Some key strategies include:

Planned Controversies:

Studios may deliberately stir up debates or controversies related to a film’s content or production to generate media coverage. When Joaquin Phoenix appeared on the Dave Letterman show in one of the most bizarre interviews in television history, fans were incredibly confused by his behaviour and the announcement that he was leaving Hollywood to pursue a rap career. The actor’s bedraggled appearance set off intense media speculation about his state of mind, while Casey Affleck filmed it all. Affleck later confirmed that the whole thing was staged.

Celebrity Influence:

High-profile incidents involving a film’s stars can create intrigue and draw attention to the project. When pictures surfaced of Kristen Stewart kissing her married director Rupert Sanders during the filming of Snow White and the Huntsman, a media firestorm ensued. The film went on to make a healthy $396 million at the box office worldwide. Did it hurt or help?

Strategic Timing:

Releasing controversial information or staging events close to a film’s launch date can create a marketing surge. The Apprentice, a biopic of former President Donald Trump’s real estate deals in 80s New York, has garnered significant controversy and even threats of legal action. The film which is primed to share Trump’s contribution to the rise of Facism, is set for release on October 11, just weeks before the Presidential election. 

Leveraging Social Media:

As seen with “It Ends with Us,” engaging audiences through multiple channels can significantly boost a film’s profile. Another example is Paranormal Activity’s 2009 release which shows just how effective social media and viral marketing can be. The film’s team shot footage of freaked-out audiences and incorporated this into the trailer, which quickly went viral. They directed people to their website to demand a screening of the movie if it wasn’t coming to their town. Paranormal Activity went on to gross over $100 million worldwide, having cost just $15000 to make.

Historical Precedents and Modern Adaptations

The use of scandals for promotion is not a new phenomenon in Hollywood. Historical examples like the 1996 film “The People vs. Larry Flynt” – which sparked protests in 2014- demonstrate how controversy can boost a movie’s profile. In the digital age, these strategies have evolved to include social media campaigns and viral marketing techniques.

The success of “It Ends with Us” at the box office suggests that modern PR strategies effectively combine traditional scandal-driven publicity with digital engagement. The film’s narrative, built around its themes, resonated well with viewers, contributing positively to its financial performance.

Any Publicity is Good Publicity?

The notion that “any publicity is good publicity” has long been a contentious topic in Hollywood. While some argue that negative attention can boost awareness and curiosity, others contend that it can harm a film’s reputation and long-term success. The reality likely lies somewhere in between, with the impact varying based on the nature of the controversy and how it’s managed.

Industry experts have expressed mixed views on this concept. As Richard Branson once noted, “Publicity is absolutely critical. A good PR story is infinitely more effective than a front-page ad.” This statement underscores the power of publicity while also hinting at the importance of the quality and context of that publicity.

Case Studies: When Scandals Boosted Box Office Numbers

Several films throughout Hollywood history have benefited from controversies or scandals:

The controversy for all these began before they were released, but I have added figures for context.

• “The Last Temptation of Christ” (1988): Religious protests against the film’s portrayal of Jesus led to increased curiosity and box office success. The film made $400 000 opening weekend and $33 million overall worldwide.
• “Borat” (2006): Sacha Baron Cohen’s controversial character and marketing stunts generated significant buzz, contributing to the film’s unexpected success. Borat has made over $260 million to date.
• “The Interview” (2014): International controversy and cyber-attacks related to the film’s plot about assassinating North Korea’s leader led to unprecedented publicity and digital distribution success. The film became Sony’s most successful digital release, earning $40 million in online rentals and $12 million in box office sales.

Scandal is a Double-Edged Sword

While scandals can generate publicity, they also carry risks. In the case of “It Ends with Us,” the controversy raised ethical questions about the commodification of serious issues like domestic violence. Blake Lively launched her hair company while promoting the film, a move which many thought was done in bad taste given the gravity of the film’s themes.

There is a fine line between alienating an audience by capitalizing on controversy and preserving a brand’s good name by handling combustible topics with thoughtfulness and care.  This situation underscores the delicate balance when using provocative PR strategies.

A cautionary tale comes from outside the film industry. In 2019, Peloton faced backlash over a controversial ad campaign, resulting in a loss of nearly $1 billion in market value. The company was accused of sexism and unchecked social privilege for a holiday ad which featured a husband who gifts his attractive, slim wife an exercise bike. This example illustrates that not all publicity translates to positive outcomes, especially when it touches on sensitive social issues.

The Evolution of PR Strategies in the Digital Age

The rise of social media has transformed how Hollywood manages publicity and scandals. Platforms like Twitter, Instagram, and TikTok allow for rapid dissemination of information and misinformation, making it easier for controversies to go viral which makes them harder to control—but also providing tools for damage control.

Modern PR often involves these strategies to get the word out in an instant:

1. Influencer Partnerships: Collaborating with social media influencers to create buzz around a film.
2. Behind-the-Scenes Content: Sharing exclusive footage or stories to engage audiences on a more personal level.
3. Interactive Campaigns: Creating hashtag challenges or AR filters related to the film to encourage audience participation.
4. Real-Time Response: Utilizing social media to quickly address controversies or capitalize on unexpected publicity.

The Media Loves a Scandal

Traditional and digital media play a crucial role in how PR scandals unfold and impact a film’s success. News outlets, entertainment blogs, and social media platforms can quickly turn a minor incident into a major story, driving public interest and debate—both positive and negative. In the case of “It Ends with Us,” media coverage of Blake Lively’s promotional missteps likely contributed to increased awareness of the film it also took her from her reputation as a golden girl to fallen angel. As old clips of her being flippant about serious topics, making bad jokes about her co-stars or seemingly badgering interviewers are unearthed, Lively has officially been labeled as one of the ‘mean girls.’ An interview from 2016 where Lively and her Cafe Society co-star Parker Posey come across as disrespectful and mean to the reporter has also resurfaced, adding fuel to the fire. While some of this coverage was critical, it nonetheless kept the movie in the public eye, potentially contributing to its box office performance.

The Ethics of Controversy-Driven Promotion

The use of scandals or controversies to promote films raises significant ethical questions. When dealing with sensitive topics like domestic violence, as in “It Ends with Us,” there’s a risk of trivializing serious issues for the sake of publicity. Filmmakers and studios must carefully consider the potential consequences of their PR strategies, balancing the desire for attention with respect for their subject matter and audience before rashly embarking on a campaign.

Looking to the Future: The Changing Landscape of Film Promotion

As audiences become more media-savvy and socially conscious, the effectiveness of scandal-driven promotion may evolve. Future PR strategies might focus more on authenticity, social responsibility, and meaningful engagement with audiences. However, the enduring fascination with celebrity culture and controversy suggests that, for better or worse, scandal will likely remain a tool in Hollywood’s promotional playbook.

The controversy and subsequent box office success of “It Ends with Us” serve as a potent reminder of how PR strategies can vastly influence public perception and financial outcomes. While the use of scandals to promote films remains a contentious practice, it continues to be a part of Hollywood’s marketing arsenal, evolving with new technologies and media landscapes.

As the industry moves forward, the challenge for filmmakers and studios lies in navigating these waters without compromising the integrity of their work or the trust of their audience. The most successful PR strategies will likely be those that generate buzz while also respecting the intelligence and values of moviegoers and fans of the actors. In an era of increased social awareness and digital scrutiny, finding this balance will be crucial for sustained success in Hollywood’s ever-changing landscape.

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