Few book adaptations in recent memory have sparked as much fervor as It Ends With Us. From the moment Justin Baldoni announced in 2019 that he would direct and star in the film adaptation of Colleen Hoover’s best-selling novel, anticipation skyrocketed. With over 20 million copies sold and a billion TikTok tags to its name, Hoover’s novel was a phenomenon. When Blake Lively was cast as Lily Bloom, fan excitement hit a fever pitch. But behind the glossy marketing and box office success, a real-life controversy was brewing—one that has now escalated into lawsuits, social media warfare, and the dismantling of public reputations.
Here’s everything you need to know about the escalating feud between Lively and Baldoni.
It Ends With Us Press Tour: A Questionable Approach
The It Ends With Us press tour set the tone for the drama to come. Despite the novel’s heavy subject matter—domestic abuse—Lively’s promotional approach was criticized for being overly commercial. The red carpets were drenched in florals, aligning more with a whimsical rom-com than a gut-wrenching drama. Rather than centering discussions on the film’s serious themes, Lively’s public appearances often highlighted her personal business ventures, including a haircare line and her husband Ryan Reynolds’ gin company.
At the London premiere, press were instructed to keep questions “fun and lighthearted,” with a warning to avoid discussions on domestic abuse. This raised eyebrows, particularly when Lively commented at the New York premiere, “You are so much more than just a survivor or just a victim,” a statement that quickly sparked backlash. Survivors, including Ashley Paige, criticized the remarks, saying they made the film’s marketing seem flippant and trivialized the trauma depicted in the story. Matters worsened when Lively encouraged audiences to “grab your friends, wear your florals, and head out to see it,” further reinforcing the perception that she was treating the film as a breezy, aesthetic experience rather than a serious drama.
The Absence of Justin Baldoni: A Red Flag?
Amid the press tour, one striking detail stood out—Baldoni and Lively were rarely, if ever, seen together. The New York premiere saw no photos of the co-stars together, and Baldoni skipped the London leg of the tour entirely. The two did not participate in joint interviews, and journalists were warned by Lively’s team not to ask about Baldoni. Online sleuths noted that neither Lively nor Colleen Hoover followed Baldoni on social media.
Baldoni, however, remained tight-lipped about the rumors. When asked about Lively on Today, he offered a diplomatic response: “She had her hands in every part of this production, and everything she touched made it better.”
Accusations of a Smear Campaign
As speculation mounted, Baldoni hired crisis manager Melissa Nathan, whose previous clients included Johnny Depp and Drake. Around the same time, old interviews and negative commentary about Lively began resurfacing online, fueling suspicions that Baldoni’s camp was orchestrating a smear campaign.
One particularly viral moment came when Norwegian journalist Kjersti Flaa re-shared a 2016 interview titled “The Blake Lively Interview That Made Me Want to Quit My Job.” Though Flaa later stated she had no involvement with Baldoni’s alleged campaign, the timing raised questions. Brandon Sklenar, who played Atlas in the film, stepped in to defend Lively, calling out the wave of online hate directed at her.
Lively Files a Legal Complaint
In December 2023, months after the film’s release, Lively filed a legal complaint against Baldoni, alleging sexual harassment and workplace misconduct. The complaint named Baldoni’s production company, Wayfarer Studios, as a defendant, alongside CEO Jamey Heath.
Lively alleged that Baldoni and Heath engaged in inappropriate behavior on set, prompting a meeting in January 2023 to address the “hostile work environment.” The complaint details:
- Baldoni and Heath allegedly discussed their pornography addictions with Lively.
- Baldoni allegedly asked Lively’s trainer how much she weighed.
- The production agreed to Lively’s demands, including requiring an intimacy coordinator on set during her scenes with Baldoni and prohibiting casual discussions of genitalia.
Despite these measures, Lively claims Baldoni retaliated by launching a campaign to tarnish her reputation.
Baldoni Fires Back With Lawsuits
Baldoni swiftly denied all allegations, calling them “categorically false.” In December, he sued The New York Times for $250 million over a report detailing the alleged smear campaign. The lawsuit claims the paper “cherry-picked” evidence to mislead readers.
Then, in January 2024, Baldoni escalated the battle further, suing Lively and Reynolds for $400 million in damages. His legal team accused the couple of “grossly edited, unsubstantiated, new and doctored information” and claimed they attempted to “bulldoze reputations and livelihoods.” Lively’s lawyers dismissed the lawsuit as “another chapter in the abuser playbook.”
Evidence Wars: Outtakes and Voicemails
In an effort to clear his name, Baldoni released outtakes from a romantic scene in It Ends With Us, claiming they proved he acted professionally. Lively’s team, however, argued that the footage actually highlighted her discomfort, citing Baldoni’s “unscripted and unapproved” physical interactions.
A voicemail recording from April 2023 further complicated matters. In it, Baldoni can be heard apologizing to Lively during a dispute over a script rewrite. His legal team claims it was taken out of context, while Lively’s side says it reinforces their claims.
Hollywood Weighs In
The scandal has divided Hollywood. Lively’s former Sisterhood of the Traveling Pants co-stars—America Ferrera, Amber Tamblyn, and Alexis Bledel—publicly supported her, stating they “stand in solidarity.” Author Colleen Hoover also voiced support for Lively.
Baldoni, meanwhile, suffered professional setbacks. The non-profit group Vital Voices rescinded an award they had previously given him for his advocacy on women’s issues. His podcast, The Man Enough Show, lost its co-host Liz Plank, who announced her departure following the allegations.
Baldoni Launches a Website
As tensions mounted, Baldoni launched a website, Lawsuit Info, on Friday. The site includes court filings, a 168-page timeline, and alleged text exchanges between him and Lively. His legal team claims the site is meant to provide transparency, but critics argue it’s a desperate attempt to control the narrative.
The Broader Impact
This legal battle has wider implications for Hollywood. The case highlights issues of workplace harassment, smear campaigns, and the weaponization of public relations tactics. It has also raised concerns over how high-profile actors navigate power dynamics on set. Whether the industry will take steps to address these concerns remains to be seen, but the feud has undoubtedly left a mark on the careers of both Lively and Baldoni.
What’s Next?
The legal battle between Lively and Baldoni is far from over. A judge has set a trial date for March 2026, meaning this controversy will loom over both their careers for years to come. In the meantime, both sides continue to present their case in the court of public opinion, ensuring this feud remains one of Hollywood’s most talked-about scandals.
