It has been 34 years since a married couple last had films leading the domestic box office charts. Back in 1990, Bruce Willis’ Die Hard 2 dominated the top spot in its second weekend, grossing $14.5 million, while Demi Moore’s Ghost premiered in second place with $12.2 million, figures not adjusted for inflation.
Prepare to revisit that statistic this weekend. Ryan Reynolds’ hit Deadpool & Wolverine is projected to maintain its top position in its third weekend, earning between $50 million and $60 million. His wife, Blake Lively, is poised to capture second place with her latest film, It Ends With Us, from Columbia and Wayfarer. (Lionsgate’s Borderlands, another major release, is anticipated to disappoint with a $10 to $15 million debut).
Though some are framing this as a competition between Reynolds and Lively’s films, insiders suggest the goal is to create a Barbenheimer effect where both films gain attention. It Ends With Us targets adult female viewers, a niche currently underserved in the market.
Based on Colleen Hoover’s best-selling novel, It Ends With Us features Lively as Lily Bloom, a woman overcoming her troubled past in Boston while pursuing her dream of opening a business. Her relationship with neurosurgeon Ryle Kincaid (Justin Baldoni) becomes complex when she sees echoes of her parents’ troubled relationship. The reappearance of her first love, Atlas Corrigan (Brandon Sklenar), further complicates her situation, leading Lily to make a crucial decision about her future.
Predictions indicate It Ends With Us will open around $23 million, a promising start for a film aimed at a female audience. The strong presales and Lively’s fan following contribute to this optimistic outlook. Directed by Baldoni, the film had a modest production budget of $25 million before marketing costs.
The close release dates of Reynolds’ and Lively’s films may be deliberate, as It Ends With Us was originally set for June 21 but was rescheduled to August 9. Lively, a producer on the film, likely had influence over the revised date.
Earlier this week, Reynolds shared a humorous Instagram video featuring himself, his mother Tammy Reynolds, and Deadpool & Wolverine co-star Hugh Jackman, playfully interrogating Sklenar during a press event for Lively’s film. Reynolds’ mother added a witty comment about interviewing the cast, and Jackman and Reynolds supported Lively at the pink carpet premiere of It Ends With Us.