It’s a tale as old as Hollywood itself: a director takes on a popular novel, casts a high-profile actress for the lead, and creative clashes arise between the two. Despite working on the same project, the pair navigates press events while keeping their distance, sparking public intrigue.
This is the case with It Ends With Us, starring Justin Baldoni and Blake Lively. The film debuted to over $80 million on its opening weekend, but rumors began swirling that the leading duo may be avoiding each other off-camera, despite their on-screen romance.
What is It Ends With Us?
It Ends With Us is the cinematic adaptation of Colleen Hoover’s best-selling novel from 2016. The book, which topped The New York Times Best Seller list, follows the tumultuous relationship between florist Lily Bloom and Ryle Kincaid, a character with abusive tendencies. The storyline is reportedly inspired by Hoover’s own family experiences. In 2020, Justin Baldoni announced that he would direct the film, and by 2023, Hoover confirmed on social media that Blake Lively had been cast as Lily, with Baldoni playing Ryle.
Production was scheduled to kick off in May 2023, with the film’s release planned for August 9. Lively also joined as a co-producer, adding another layer of collaboration.
Are Baldoni and Lively at odds?
According to The Hollywood Reporter, insiders revealed a tension between the director and lead actress during post-production, prompting Lively to bring in editor Shane Reid, with whom she had worked and brought in Shane Reid, who had worked on Taylor Swift’s music video I Bet You Think About Me, to assist with the film. Multiple cuts of the movie were made, which is not uncommon in post-production, but rumors of discord lingered.
Further fueling speculation, fans noticed that Baldoni wasn’t followed on Instagram by Lively, Hoover, or other co-stars—though actress Jenny Slate does follow him. Baldoni, however, was notably absent from group red carpet photos, opting instead to walk solo or with his wife.
In a red carpet interview, Slate deftly avoided discussing her co-star, stating: “It’s a lot of work, juggling so many roles. “I was merely focused on handling one thing at a time.”
Social media theories suggest that a power struggle may have played a role, especially after Lively mentioned in an interview with E! News that her husband, Ryan Reynolds, had contributed to writing key scenes, despite not being officially involved in production. Ryan Reynolds also drew attention at the New York premiere, appearing alongside his Deadpool and Wolverine co-star Hugh Jackman, fueling further speculation about his contributions to the movie.
In August, Page Six reported that Baldoni made Lively uncomfortable on set due to remarks about her post-pregnancy body, adding to an already challenging work environment.
What have Baldoni and Lively said?
Lively has largely stayed quiet about her experience working with Baldoni, choosing instead to publicly praise her husband for his support during the film’s production. Like Slate, she sidestepped questions from Yahoo Entertainment about collaborating with Baldoni and portraying Lily.
On the other hand, Baldoni has remained complimentary about Lively and Reynolds. In an interview with Today, he expressed admiration for both, saying, “Blake’s influence is everywhere in this film; she truly elevated it. And Ryan [Reynolds] was incredibly generous—his creative touch brings a lightness to the movie.” When asked if he’d work with the couple again, Baldoni responded, “I’d take the call any day.”
Recently, Baldoni told Entertainment Tonight that while he directed It Ends With Us, he might pass the reins to Lively for the sequel, It Starts With Us, stating, “I think she’s more than ready to direct.”
What controversies surround the film?
The production has faced criticism for its marketing approach, which some believe trivializes the serious themes of domestic violence present in the storyline. Lively, in particular, leveraged the film to promote her brand, Betty Buzz, by introducing a special edition “Betty Blooms” flower bouquet, which was linked to her character’s passion for flowers. She also released themed cocktails under the same brand, one of which featured Aviation Gin, owned by her husband.
In both her red carpet appearances and public outings, Lively’s outfits seemed to channel her character Lily’s floral aesthetic, a choice that raised eyebrows given the weighty subject matter of the film.
Rolling Stone writer CT Jones criticized these marketing decisions, noting that “Hollywood has once again missed the mark when it comes to responsibly promoting a film about domestic violence,” and Instead, it “emphasized the romantic elements while glossing over the deeper, more serious themes of the narrative.”
