‘It Ends With Us’ Soars at the Box Office

‘It Ends With Us’ Soars at the Box Office - The New York Times

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‘It Ends With Us,’ a Romance Based on a Best Seller, Soars at the Box Office

The film, which cost $25 million to make, is on track to earn at least $45 million in North America on its opening weekend, analysts say.

Colleen Hoover’s book “It Ends With Us” has been a fixture on the best-seller list for years. And now, the movie adaptation has become a smash at the box office. The $25 million film from Sony Pictures is on track to earn at least $45 million in the United States and Canada, box office analysts say.

Starring Blake Lively, the romance is based on Ms. Hoover’s most popular book — one that was initially released in 2016 but reappeared on the best-seller list in the midst of the pandemic in 2021 and has since spent some 140 weeks there. Buoyed by TikTok, the book, about a complicated love triangle with undertones of domestic violence, has sold 8 million copies and found fans worldwide.

The low-budget film comes at a time when there has been little in the marketplace geared to women, in contrast with last summer when “Barbie” earned $1.4 billion worldwide and became the highest-grossing film of the year. Sony took advantage of this dearth in the marketplace with a potent social media campaign that featured Ms. Lively, guest appearances by her husband, Ryan Reynolds, and the help of her friend Taylor Swift, who contributed the song “My Tears Ricochet” to the film and the trailer.

On Friday alone, the PG-13 rated film earned $24 million as audiences tuned in to see Ms. Lively play a florist with a challenging past who falls for a sexy, abusive neurosurgeon played by Justin Baldoni, who also directed the film.

The film’s performance is a welcome boost for the box office, which is still down some 15 percent since last year at this time.

“Pure romance is not a big performer at the box office, but occasionally the right story based on the right book comes along, and with a well-cast female lead the movie catches fire,” said David A. Gross, a film consultant who publishes a newsletter on box office numbers. “That’s happening here.”

Reviews have been middling. The New York Times called it“fitfully diverting, at times touching, often ridiculous and, at 2 hours and 10 minutes, almost offensively long.” Yet audiences are giving it high marks. The Rotten Tomatoes audience score is hovering at 94 percent positive and the exit score, as recorded by tracking service CinemaScore, is A-.

The film will just miss the No. 1 slot for the weekend with Mr. Reynolds’s hit, “Deadpool vs. Wolverine,” holding on for its third frame. The Marvel movie will soon cross the $500 million threshold.

Things weren’t as rosy for the Lionsgate adaptation of the video game “Borderlands,” which despite the star power of Cate Blanchett, Kevin Hart and Jack Black will probably only gross in the single digits. It was a total misfire for the $115 million sci-fi comedy from the director Eli Roth.

Nicole Sperling covers Hollywood and the streaming industry. She has been a reporter for more than two decades. More about Nicole Sperling
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