TikTok drives the viral success of "It Ends With Us" movie trailer

The movie "It Ends With Us" trailer garnered as many as 128 million views during the first 24 hours, one of the best results in history. The surprising fact might be that "It Ends With Us" is neither a comic book adaptation nor a high-budget production but a beloved adaptation of a TikTok novel.

The novel "It Ends With Us" was released in 2016. However, it has enjoyed incredible popularity only in the past two years. Nearly three million copies sold last year were the result of the hashtag BookTok, which has already collected over two billion views on TikTok. Female users of this platform post videos with presentations and recommendations of exciting reads.

One of the most discussed authors under the BookTok hashtag is Colleen Hoover, who became the most popular author in the USA last year. Five of the ten most purchased books were written by the author of "It Ends With Us." The influence of TikTok is enormous, but few probably expected it to be able to surpass the marketing powers of Hollywood studios.

In the meantime, within the first day, the trailer for "It Ends With Us" attracted more viewers (128.1 million views) than the trailer for the most significant cinematic hit of 2023, "Barbie" (101.6 million views). No one can predict what effect this will have on the film's popularity in theatres. "Barbie" earned $855 million in Canada (nearly $2 billion worldwide). The premiere of "It Ends With Us" in Canada is scheduled for August 9 this year.

Like most hits under the BookTok hashtag, "It Ends With Us" is a melodrama. It tells the story of Lily Bloom (Blake Lively), a woman who breaks away from a traumatic childhood and starts a new life in Boston. There, she fulfills her lifelong dream. She opened a flower shop for people who did not like flowers and ran it with passion and success. When she meets a handsome doctor (of course) named Ryle, Lily feels fulfilled and happy. Until...

What lies behind the seemingly perfect relationship between Lily and Ryle can only be seen by Atlas Corrigan, Lily’s first love and old friend. Once, she was a haven for him; now, she will need his help—a true melodrama.