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"It Ends With Us" P.R. Fiasco or Genius? + The End of the "Mr. Beast" Era on YouTube

"It Ends With Us" has been criticized for it's frivolous marketing for a movie about domestic violence + could YouTube be distancing themselves from their golden child?
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In today’s episode of “Ahead of the Curve”, we will be discussing two great examples of why I always say, “all press is NOT good press”. One of the biggest stories in pop culture right now is about the premiere of “It Ends With Us”. This was a book turned movie from author Colleen Hoover. Director and actor Justin Baldoni bought the rights to make the movie in 2019 and hired Blake Lively to play the lead, Lily Bloom. All seemed to be going well until fans noticed that a large portion of the cast unfollowed Baldoni on socials ahead of the premiere and there seems to be tension during the press tour. Despite this potential drama, the movie brought in $50 million dollars in it’s opening weekend at the box office – doubling it’s budget of $25 million. 

Could the Ryan Reynolds “Deadpool” takeover of the “It Ends With Us” press run have been a smart move, despite fans claiming that it took away from the serious undertones of the movie? Let me know your thoughts. 

And in the extended episode for paid subscribers, we discuss the developing stories around Mr. Beast from employees having inappropriate relations with minors (allegedly) to his Prime Video show “Beast Games” having issues surrounding the safety of contestants on set. Does this mark the end of the “Mr. Beast” era of YouTube which was all about extreme challenges and putting people in extreme situations for a chance at some money?

The Mr. Beast story is still developing so I might have to do a separate deep dive in a few weeks, if more information comes out. 

Time Stamps: 

0:00 – Introduction 

5:13 – “It Ends With Us” Box Office Results 

7:22 – Deadpool x It Ends With Us: Marketing Cross-Over 

9:40 – Critic Reviews of “It Ends with Us” 

16:51 – The confusing marketing of “It Ends With Us” 

22:30 – Ryan Reynolds writing the roof scene 

24:36 – “All Press is Not Good Press” 

27:40 – The launch of Blake Lively’s hair care “Blake Brown Beauty”

33:15 – Mr Beast Deep Dive (Paid Substack – Extended Episode)

42:44 – “I worked for Mr Beast, He’s a Fraud” Viral Video 

44:00 – Former Employee, Jake Weddle, Speaks Out 

46:15 – Mr Beast’s Solitary Confinement Video Gone Wrong

51:26 – The similarities of the David Dobrik situation and the Mr Beast situation 

– The End of the “Mr. Beast” Era on YouTube 

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Coco Mocoe
Ahead of the Curve with Coco Mocoe
Coco Mocoe is a marketing professional with a background in entertainment and digital media. From producing videos with celebrities for TikTok and YouTube to dissecting internet phenomenons and trends -- she has done it. And now she will do it weekly on the podcast. Tune in each week for internet news, entertainment stories, rising stars, trend predictions and more. But most importantly, remembering the human behind the handles.
Business & Interview Inquiries: cocomocoe@whalartalent.com
Instagram: @CocoMocoe
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