It Ends With Us fans were left furious after they noticed a disturbing new detail from the premiere - as the ongoing Blake Lively and Justin Baldoni drama continues.
The cast of the new film came together to celebrate its release with a dazzling red carpet event in New York City last week.
But when news emerged that Blake's companies Betty Booze and Betty Buzz had provided drinks for the afterparty, social media users erupted in fury.
The cocktail brand, started by the actress, 36, last year, shared a promotional video to Instagram after the event, revealing that it curated an It Ends With Us-themed menu for the party with special drinks named after each of the characters.
The clip showcased the beverages and gave an inside look into the star-studded event, but immediately, viewers flocked to the comment section to share their outrage.
It Ends With Us fans were left furious after they noticed a disturbing new detail from the premiere - as the Blake Lively (seen at the premiere) and Justin Baldoni drama continues
Many were horrified that a movie about domestic violence had teamed up with an alcohol company, with one person pointing out that the World Health Organization estimated that 'roughly 55 per cent of domestic abuse perpetrators were drinking alcohol prior to assault.'
'We're promoting alcohol for a movie about domestic violence!?' one outraged user asked.
Another scathed, 'Did y'all really do a cutesy cocktail name after Ryle, the literal abuser in this story? Yikes.'
'What a gross way to exploit a movie about domestic violence to promote Blake Lively’s business ventures. WOW,' someone else added.
'People with alcohol issues are six times more likely to abuse their partners,' a fourth comment read.
'Promoting a film with such a powerful DV theme with an alcohol brand is disappointing and disrespectful of DV survivors.'
'Isn't it a little tone death to promote alcohol when alcohol is massively intertwined with domestic violence?' a fifth said.
'This is so inappropriate and disgusting,' a different user stated.
Blake's companies Betty Booze and Betty Buzz provided drinks for the afterparty, and social media users are furious about it. Blake is seen in a promotional video for the company
The cocktail brand, started by the actress, 36, last year, shared a promotional video to Instagram after the event
It revealed that it had curated an It Ends With Us-themed menu for the party with special drinks named after each of the characters
'I'm a victim of dv and it only happened when he was drinking,' someone else shared. 'This is beyond disgusting and I'm appalled at all involved.'
'The level of disconnect there is to promote an alcohol product alongside a movie about DV is astonishing,' another person wrote.
According to the Alcohol Rehab Guide, 'the World Health Organization (WHO) estimates that roughly 55 per cent of domestic abuse perpetrators were drinking alcohol prior to assault.'
It also said that 'women who are abused are 15 times more likely to abuse alcohol.'
It Ends With Us, which is based off Colleen Hoover's novel of the same name, follows a florist named Lily Bloom, played by Blake, who becomes embroiled in an abusive relationship with a doctor named Ryle Kincaid, portrayed by Justin.
The movie has been embroiled in controversy for days, as rumors of an ongoing feud between Blake and Justin, 40, have dominated headlines.
Fans first started to speculate that there was a divide between the costars after they noticed that they failed to do any press together leading up to the film's release, and didn't interact at the movie's red carpet premiere.
The alleged rift has sparked immense backlash for both of the stars.
The actress, for her part, was heavily slammed for the way she answered certain interview questions throughout the press tour - particularly one about the movie's very serious themes.
When a reporter asked the Gossip Girl alum how people who related to what her character went through could talk to her about it if they saw her in person, her sarcastic response left people outraged.
Rather than encouraging domestic violence victims to seek help from professionals or sharing resources available to them, Blake laughed at the concept of making herself available to them.
'For people who see this movie and relate to the topics of this movie on a deeply personal level, they're really going to want to talk to you,' the interviewer said.
'This movie is going to affect people and they're going to want to tell you about their life.
Many were horrified that a movie about domestic violence had teamed up with an alcohol company
One person pointed out that the World Health Organization estimated that 'roughly 55 per cent of domestic abuse perpetrators were drinking alcohol prior to assault'
'So if someone understands the themes of this movie and comes across you in public and they want to really talk to you, what's the best way for them to be able to talk to you about this? How would you recommend they go about it?'
Blake seemed unamused by the idea of people approaching her and wanting to discuss the harrowing themes that play out in the film.
She sarcastically replied, 'Ask for my address or my phone number.'
'Or I could just share my location with you and then we could...,' she trailed off before laughing.
Blake was also previously blasted online after she hosted an interview with her It Ends With Us costars Jenny Slate and Isabela Ferrer, as well as author Colleen, and failed to discuss the topic.
Several hours later, Blake took to Instagram to share information about domestic violence, as well as some resources for her followers.
She shared a series of links, which included a phone hotline for victims of domestic violence, as well as statistics and other information.
'Everyone deserves relationships free of domestic violence,' she wrote.
The movie has been embroiled in controversy for weeks now, as rumors of an ongoing feud between Blake and Justin, 40, have dominated headlines
Blake was slammed for the way she answered an interview question about the movie's serious theme last week
A source told DailyMail.com that Blake and Justin clashed over his 'dismissive' attitude to her 'input' while they were filming scenes that involved abuse.
The insider claimed that Justin only focused on 'what he believed was the abusive male viewpoint' and had a very 'chauvinistic' approach to the topic.
She was also previously blasted online after she hosted an interview with her It Ends With Us costars Jenny Slate and Isabela Ferrer, as well as author Colleen, and failed to discuss the topic
'During scenes depicting abuse, Justin failed to consider Blake's character's perspective, instead focusing solely on what he believed was the abusive male viewpoint,' they said.
'His approach was very chauvinistic, creating a tense atmosphere on set.'
The source claimed Justin was 'borderline abusive' on set, and said he 'almost became the character.'
'Justin almost became the character in the sense that some women on set felt he was borderline abusive to them and that he was unprofessional and unapologetic,' they said.
'Directing a film so serious and so important about domestic abuse without allowing the women to be included in this process is disturbing.'
TMZ reported that Blake felt 'fat-shamed' by Justin on set while they were preparing for a scene that saw him lift her off the ground.
Insiders told the website that Justin suffers from back problems and sought assistance from a trainer prior to the lifting scene.
He allegedly asked the trainer how much Blake weighed and asked for help preparing his back to avoid incurring an injury.
When Blake learned about his comments, she allegedly felt fat-shamed by him.
