★★

To give credit where due, It Ends With Us knows its likely audience. Or, rather, it knows exactly which quadrant in the four square it’s interested in and makes no bones about the chase. Based on the bestselling novel by self-publishing sensation Colleen Hoover, the film shoots from the hip in search of wildly underserved female filmgoers. This as Deadpool lops arms off in the screen next door – which is not to say Swifties don’t love Marvel too. Where that film scored massacres to Madonna, however, It Ends With Us tailors to Taylor. It’s a glossy and endlessly Instagrammable affair, with floral imagery and synthy soundtrack ballads deployed to almost parodic effect. Real life is messy, It Ends With Us is anything but.