Director of “It Ends With Us” makes desperate PR move amid Blake Lively drama

Rumors of tension between “It Ends With Us” director Justin Baldoni and star Blake Lively have been swirling recently. To combat the negative attention, Baldoni has taken a significant step.

According to The Hollywood Reporter, Baldoni has enlisted the services of PR crisis manager Melissa Nathan. Nathan founded The Agency Group in 2024 after nearly a decade with Matthew Hiltzik, another veteran in crisis management. The Agency Group offers a broad range of services, including communications, crisis management, personal publicity, and digital team services, specifically tailored for the entertainment industry.

Baldoni is not Nathan’s only celebrity client. The Agency Group also represents Johnny Depp, having previously handled his PR during the high-profile Amber Heard trial.

Fans and observers started speculating about friction between Baldoni and Lively when they noticed the two rarely promoted “It Ends With Us” together. They were scarcely seen together at the film’s premiere, further fueling rumors of creative disagreements.

The Hollywood Reporter detailed that a “fracture” between Baldoni and Lively emerged during the post-production phase of the movie. Allegedly, there were two different versions of the film. One of these was initiated by Lively and edited by Shane Reid, known for his work on “Deadpool” and “Wolverine.” The final cut used for theatrical release remains uncertain, though Oona Flaherty and Robb Sullivan are officially credited as the editors.

Justin Baldoni initially rose to fame through his role in The CW’s “Jane the Virgin.” His directing repertoire includes films like “Five Feet Apart” and “Clouds.” Additionally, he has executive produced projects like “The Garfield Movie” and “Ezra.”

“It Ends With Us,” adapted from the 2016 Colleen Hoover novel of the same name, focuses on Lily Bloom (played by Lively), a young woman who falls in love with the ambitious Ryle (portrayed by Baldoni). However, as their relationship deepens, it starts to unravel. Lily faces the challenge of confronting her past as Ryle’s temper worsens.

Notwithstanding the behind-the-scenes drama, the movie has performed exceptionally well at the box office. It grossed over $80 million in its opening weekend, with $50 million of that coming domestically.

Blake Lively originally gained fame with her role in “The Sisterhood of the Traveling Pants,” a role she reprised in the sequel. Around the same time, she landed her iconic role as Serena van der Woodsen in The CW’s “Gossip Girl,” where she starred from 2007 to 2012.

Lively has also built an impressive film career, appearing in titles such as “New York, I Love You,” “The Town,” “Green Lantern,” and “Café Society.” Her co-star in “Green Lantern,” Ryan Reynolds, would later become her husband.

More recently, Lively has starred in “The Age of Adaline,” “The Shallows,” “A Simple Favor,” and “The Rhythm Section.” The year 2024 has been especially significant for her. She appeared in John Krasinski’s “IF” alongside Reynolds and also had a cameo in “Deadpool and Wolverine.” In “Deadpool and Wolverine,” Lively played Wanda Wilson/Lady Deadpool, making a notable appearance in the third act.

In addition to her on-screen roles, Lively has ventured into directing. In 2021, she made her directorial debut when she co-wrote, produced, and directed the music video for Taylor Swift and Chris Stapleton’s song “I Bet You Think About Me.”