The famed "Jamily" couple of "The Mortal Instruments" allegedly split early this month. While some fans still hoped for a romantic reconciliation, a few can't help but speculate that the relationship and the split were all for publicity. This wasn't the first time Jamie Campbell Bower and Lily Collins were linked to their co-stars for other films.

After a year of dating, Jamie Campbell Bower and Lily Collins called it quits. Both stars were first romantically linked during the production of Cassandra Clare's novel in July 2012. Despite the split, Jamie and Lily were quite professional in promoting the film which is set for a nationwide release by August 21, 2013.

"They've been really good about doing the press tour together for their movie," says a source to US Weekly, adding, "They were able to stay friendly."

Ironically, this wasn't also the first time Collins dated and split with her co-star days after the release of a film. Fans may recall that Lily dated "Abduction" co-star Taylor Lautner but split shortly before the nationwide release of the film. The break-up caused the much-needed publicity for the two and their film.

Of course, the "Jamily" break-up could not have come at a more appropriate time. Could this be the same publicity stunt done by both parties? For one, Jamie and Lily appeared too chummy during interviews and mall tours for "Mortal Instruments" despite having announced that they are romantically over.

For now, all fans of the former couple have to do was sit back and wait. Some "Shadowhunters" were still hoping Lily and Jamie would reconcile as more than good friends. Check out the slideshow to see more of the iconic "Jamily" couple.

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