What Women Moviegoers Want

it ends with us blake lively justin baldoni
It Ends With Us drew an 83 percent female audience, and while that shouldn’t be a surprise, either, it may be for Hollywood. Photo: Courtesy of Sony Pictures
Scott Mendelson
August 13, 2024

Blake Lively’s It Ends With Us is perhaps this summer’s least surprising surprise hit at the box office. A $25 million adaptation of Colleen Hoover’s bestselling romance novel, the movie opened with $50 million and came in behind only Lively’s husband Ryan ReynoldsDeadpool & Wolverine, which is in its third week in theaters. This is the first time ever that two films have earned more than $50 million in a single Friday-Sunday frame during August, and—small sample size alert!—the first time since the summer of 1990 that the top two movies have featured a husband and wife. (Back then, it was Demi Moore in Ghost and Bruce Willis in Die Hard 2.)