Read previewOne of the biggest surprises of the summer movie season is the amazing box office performance by the Sony romantic drama "It Ends With Us." "It Ends With Us" has become a box office hit for three reasons. But it was attention to the behind-the-scenes drama that gave it box office legs. Advertisement"History has taught us controversy often serves to enhance awareness and interest and thus can have a positive effect on the box office," Comscore senior media analyst Paul Dergarabedian told Business Insider. CHARLY TRIBALLEAU/GettyAn early August release can lead to box office glory if you have a title different from the usual blockbusters of the season.

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Persons: —, Colleen Hoover's, Blake Lively, Lily Bloom, Ryle Kincaid, Justin Baldoni, Atlas Corrigan, Brandon Sklenar, Lively, Colleen Hoover, Denny Directo, Eric Charbonneau, Getty Lively, Hoover, Sklenar, Nicole Rivelli, Ryan Reynolds, Baldoni, Paul Dergarabedian, James Cameron's, Blake Lively's, CHARLY TRIBALLEAU, Getty, Reynolds, wouldn't Organizations: Service, Sony, Business, Café, Sony Pictures Locations: Grapevine , Texas