The film adaptation of Colleen Hoover’s popular novel, It Ends With Us, starring Blake Lively, became embroiled in controversy even before its release, sparking significant online backlash against Lively. Initially, rumors of on-set friction between Lively and director/co-star Justin Baldoni fueled social media discussions. These discussions quickly morphed into accusations against Lively, branding her as an entitled "nepo baby" insensitive to the film’s heavy themes of domestic violence. Critics contrasted her seemingly lighthearted promotional approach with Baldoni’s more serious tone, which emphasized support for survivors of domestic abuse. This narrative gained further traction with the resurfacing of a 2016 interview where Lively appeared dismissive of a journalist congratulating her on her pregnancy, further solidifying the negative public perception of the actress.
However, the narrative took a sharp turn when Lively filed a lawsuit accusing Baldoni and his PR team of orchestrating a smear campaign against her in retaliation for reporting his on-set misconduct, including alleged sexual harassment. The lawsuit, detailed in a New York Times investigation, painted a different picture of the behind-the-scenes dynamics of the film. It alleged that Baldoni engaged in inappropriate behavior, including discussing sexually explicit content, making inquiries about Lively’s weight and deceased father, and even claiming to have communicated with her father’s spirit. Furthermore, the lawsuit revealed text and email exchanges between Baldoni and his PR team, suggesting a deliberate strategy to manipulate public opinion against Lively and capitalize on the existing negative sentiment brewing online. This revelation shifted the tide of public opinion, with many expressing sympathy for Lively and drawing parallels to the online vilification of Amber Heard during her defamation trial with Johnny Depp, particularly since Baldoni had employed the same crisis PR firm as Depp.
The accusations detailed in Lively’s lawsuit are extensive and serious. They included allegations that Baldoni repeatedly showed nude videos and images of women to Lively, discussed his alleged past "pornography addiction," and made frequent comments about sexual conquests in front of her and other crew members. The lawsuit further alleges that Baldoni repeatedly brought up Lively’s weight, her deceased father, and even claimed to have spoken to her father’s spirit. These allegations stand in stark contrast to Baldoni’s carefully cultivated public image as a sensitive and empathetic figure. Lively’s legal team argued that this campaign was a direct retaliation for her complaints about Baldoni’s on-set behavior. They asserted that Baldoni and his team sought to discredit her and intimidate anyone else who might come forward with similar allegations. Baldoni’s lawyer vehemently denied the claims, calling them categorically false and a desperate attempt to repair Lively’s reputation. However, the fallout was swift: Baldoni was reportedly dropped by his agency, WME, following the lawsuit.
The public reaction to Lively’s lawsuit was largely one of shock and disbelief. Social media platforms, particularly TikTok, became hubs for dissecting the allegations and the revealed communication between Baldoni and his PR team. Many commentators pointed to the apparent glee expressed by Baldoni’s team at the speed with which public opinion turned against Lively, viewing it as evidence of a calculated smear campaign. The lawsuit also revealed that the It Ends With Us cast and crew were contractually obligated to promote the film with a focus on “hope,” downplaying the heavier themes of domestic violence, which explains Lively’s initially perceived lighthearted approach. This revelation added another layer of complexity to the narrative, highlighting the constraints placed on Lively and shedding light on the calculated nature of the PR strategy employed by Baldoni and his team.
This controversy ignited wider conversations about the treatment of women in Hollywood and the susceptibility of public opinion to manipulation. Many criticized the initial swiftness with which the public condemned Lively, highlighting the pervasiveness of misogyny in online spaces. While some continued to criticize Lively’s past behavior, the serious nature of the allegations against Baldoni shifted the focus of the discussion. The controversy also brought into question the power dynamics in Hollywood, with some commentators arguing that Lively’s wealth and resources afforded her the ability to fight back in a way unavailable to many other actresses who may face similar situations. The journalist whose resurfaced interview contributed to the initial backlash against Lively released a statement clarifying her lack of involvement in the alleged smear campaign, expressing shock and dismay at the revealed communications between Baldoni and his PR team.
The allegations against Baldoni drew support for Lively from several prominent figures. Colleen Hoover, the author of It Ends With Us, publicly expressed her support for Lively, praising her honesty and kindness. Amber Heard, who experienced a similar wave of online negativity, also voiced her support, highlighting the destructive nature of social media in spreading misinformation. Lively’s Sisterhood of the Traveling Pants co-stars released a joint statement condemning the alleged smear campaign and expressing their solidarity, emphasizing the hypocrisy of exploiting domestic violence survivors’ stories to silence a woman who spoke up about workplace safety. Furthermore, Liz Plank, Baldoni’s longtime co-host on the Man Enough podcast, announced her departure from the show, signaling a significant professional consequence for Baldoni. This announcement, coupled with the growing public outcry, further underscored the gravity of the allegations and the shifting landscape of public opinion surrounding the controversy.
