First there was shock, then came the Aniston memes, now it's all about cold, hard marketing opportunities.
Norwegian Airlines dived straight into the Brangelina saga with an advertisement printed in newspapers on Thursday proclaiming "Brad is single" to sell one-way flights to Los Angeles.
While it might have been too soon for diehard fans, others dubbed it "marketing genius" and said they should offer 50 per cent discount to "Jennifers" out there.
The news comes as the FBI considers whether to open an investigation over allegations Brad Pitt had an altercation with son Maddox on a private plane from France to Minnesota earlier this month.
Sources told Us Weekly the alleged incident was reportedly caught on video, with footage of Pitt "yelling a lot" but "nothing physical".
News that Angelina Jolie had filed for divorce and sole custody of the couple's six children earlier this week left fans reeling over how two of the world's seemingly most loved-up and beautiful people could break up.
A statement from Jolie's lawyer Laura Wasser said she wanted to end the marriage "for the health of the family", triggering a wave of speculation over what really went on behind closed doors in their unconventional and intrepid life.
The impending divorce has since descended into a slanging match with a friend of Pitt's reportedly telling The Daily Mail that claims the Moneyball star had struck Maddox were "exaggerated" and part of a "smear campaign" against him.
"These claims are exaggerated and fabricated," the source said.
"It's unfortunate for the whole family that people are insisting on continuing this endless smear campaign against Brad that hurts everyone."
"They are a solid family with two caring parents and a normal share of verbal disagreements like major households."
On the plus side, critics suggest the real-life break up has turned the pair's art house project By The Sea into a must watch.
The movie written and directed by Jolie is about a couple whose marriage is falling apart and was shot while on their "honeymoon" after a French wedding.
While it was slammed as a critical flop on release, it's now mandatory for Brangelina fans scouting for clues as to what might have gone wrong in their relationship, according to Mashable's Josh Dickey.
"Observing the muddled madness that is By the Sea, knowing full well that its stars are a ticking time bomb in real life, is quite unlike any other cinematic experience," he writes.
"Its unprecedented concoction of beauty, futility, discomfort, silliness, too-close-to-home, too-real and too-soon make it worth your time, right now."