# It Ends with Us controversy

It Ends with Us is a 2024 American romantic drama film directed by Justin Baldoni and written by Christy Hall, based on the 2016 novel of the same name by Colleen Hoover. The film stars Blake Lively alongside Baldoni and premiered in August 2024. It was a box-office success, grossing $351 million worldwide against a $25 million budget.
The production faced controversy due to reported disputes between Lively and Baldoni. Lively received criticism for not addressing the film's themes of domestic violence and emotional abuse during its promotional tour, while Baldoni faced allegations of sexual harassment on set. Between December 20, 2024, and January 31, 2025, multiple lawsuits were filed concerning workplace-related issues during the film's production.
On December 20, 2024, Lively filed a complaint with the California Civil Rights Department, alleging that Baldoni created a hostile work environment through inappropriate comments. The complaint coincided with the publication of a New York Times article alleging that Baldoni hired a PR team to damage Lively's public image in response to her complaints. On December 31, 2024, Lively filed a federal lawsuit against Baldoni, citing the same issues outlined in her complaint to the Civil Rights Department. Lively also filed a lawsuit against two of Baldoni's public relations representatives, Melissa Nathan and Jennifer Abel, alleging that they violated federal and California state law by retaliating against her for reporting sexual harassment and workplace safety concerns.
On December 26, 2024, Baldoni filed a $250 million libel lawsuit against The New York Times. On January 16, 2025, he filed a $400 million civil lawsuit against Lively, her husband Ryan Reynolds, and their publicist, citing claims of extortion, defamation, and invasion of privacy. Baldoni's filings allege that Lively threatened to make false sexual harassment complaints and withdraw from production to gain creative control over the film, excluding him from the process, dismissing his editors, and barring him from the film's premiere. Baldoni denied involvement in a smear campaign, stating that Lively's negative public image during the film's promotion developed organically.

## Conflict during promotion of film

During the promotion of the film It Ends with Us, it was noted that Colleen Hoover and Lively, along several other members of the cast, had unfollowed Baldoni on Instagram. Baldoni was absent from most of the film's promotion and questions about him were often deflected.
During this period, social media discussions about Lively grew more critical. Lively faced criticism for promoting her alcohol brand while also promoting a film about domestic violence, an issue that is often linked to alcohol consumption. She also received criticism for promoting the film in an upbeat manner, encouraging audiences to grab your friends and wear your florals on their way to the theater. Lively additionally promoted her hair care line during press events for the film, which some viewed as inappropriate given the film's focus on domestic violence. Lively's complaint and subsequent lawsuit allege that the shift in online opinion occurred due to a smear campaign run by Baldoni's public relations firm.

## Initial claims
### Civil Rights Department claim by Blake Lively against Justin Baldoni

During the production of It Ends with Us, Lively alleged she had experienced sexual harassment from Baldoni. On December 20, 2024, Lively filed a complaint with the California Civil Rights Department, alleging Baldoni created a hostile work environment through inappropriate sexual comments and boundary violations, such as improvising kissing scenes during filming. The New York Times reported that Baldoni hired a PR crisis management team to "bury" Lively after she confronted him about the alleged harassment. Documents obtained by Lively via court-issued subpoena allegedly showed a coordinated effort on Baldoni's behalf to discredit her across both traditional and social media.
Prior to the recommencement of filming after the 2023 Writers Guild of America strike, Wayfarer Studios had agreed to implement safeguards including providing a full-time intimacy coordinator and bringing in an outside producer. Lively and Reynolds had a meeting to address their list of demands to Wayfarer Studios, which were reported to include not showing nude videos or images of women to Lively; no more mentions of Baldoni's alleged previous 'pornography addiction'; no more discussions about sexual experiences in front of Lively and others; no further mentions of cast and crew's genitalia; and no more inquiries about Lively's weight.
According to documents reviewed by The New York Times, after Lively raised concerns, Baldoni and producer Jamey Heath hired crisis management experts who allegedly coordinated efforts to "destroy" Lively's reputation through social media campaigns and strategic media placement. Baldoni and his lawyer, Bryan Freedman, released a statement describing Lively's claims as completely false, outrageous and intentionally salacious.

### Initial response and fallout

On December 21, 2024, the talent agency WME dropped Baldoni as a client. Colleen Hoover, the author of the novel on which the film is based, released a statement in support of Lively. The actors' union SAG-AFTRA also expressed support for Lively, releasing a statement that read in part, We applaud [her] courage in speaking out on issues of retaliation and harassment and for her request to have an intimacy coordinator for all scenes with nudity or sexual content. This is an important step that helps ensure a safe set.
Baldoni, who was announced as the recipient of the Voices of Solidarity Award, had the award officially rescinded. Vital Voices, the sponsor of the award, explained that their decision was based on reported communications between Baldoni and his publicists, which were published by The New York Times.
Baldoni's Man Enough co-host Liz Plank resigned from the podcast following the allegations. Sony Pictures released a statement standing by Lively, adding, [W]e strongly condemn any reputational attacks on her. Any such attacks have no place in our business or in a civil society.
On December 24, Stephanie Jones, Baldoni's former publicist, filed a lawsuit in New York City alleging breach of contract and defamation against Baldoni, Wayfarer Studios, and her former employees. Jones claimed she was forced to stop representing Baldoni and Wayfarer Studios due to concerns about Lively revealing misconduct accusations. The lawsuit alleges that Jennifer Abel and Melissa Nathan, former employees of Jones' public relations firm, conspired for months to undermine Jones and her public relations firm, Jonesworks, by poaching clients and prospects while blaming her for their smear campaign. It cites text messages and emails retrieved from Abel's company-issued phone, obtained after her firing, which coincided with the firm's separation from Baldoni and Wayfarer.
In response to Lively's legal filing, Freedman maintained that the claims were "completely false" and also suggested the text messages shared by Jones with The New York Times were "cherry-picked" to make his clients look unfavorable. According to Freedman, the text messages have been presented out of context by Jones and Lively in a way that alters their meaning; he also stated that he has never seen this level of unethical behavior intentionally fueled through media manipulation.

## Lawsuits
### Justin Baldoni's lawsuit against the New York Times

In response, Baldoni filed a libel lawsuit for $250 million against The New York Times accusing them of pushing an unverified and self-serving narrative using cherry-picked and altered communications stripped of necessary context, and allegedly ignoring evidence disputing Lively's claims. Baldoni's lawyer stated, In this vicious smear campaign fully orchestrated by Lively and her team, the New York Times cowered to the wants and whims of two powerful 'untouchable' Hollywood elites, disregarding journalistic practices and ethics once befitting of the revered publication by using doctored and manipulated texts and intentionally omitting texts which dispute their chosen PR narrative.
Baldoni's lawsuit states, Lively's cynical abuse of sexual harassment allegations to assert unilateral control over every aspect of the production was both strategic and manipulative... Simultaneously, her public image suffered as a result of a series of high-profile blunders, which she tried to deflect by blaming Plaintiffs for the public's prying interest into the foibles of an A-list celebrity. This is nothing but an excuse. Fame is a double-edged sword, but Lively's tactics here are unconscionable.
The New York Times defended its actions, stating The role of an independent news organization is to follow the facts where they lead. Our story was meticulously and responsibly reported. It was based on a review of thousands of pages of original documents, including the text messages and emails that we quote accurately and at length in the article.

### Blake Lively's lawsuit against Justin Baldoni

Following Baldoni's lawsuit against The New York Times, Lively filed a federal lawsuit against Baldoni on December 31, 2024, addressing the same issues she had raised in her complaint to the California Civil Rights Department. Journalist Matt Schimkowitz argues, ironically, Baldoni's lawsuit all but challenged Lively to do this, arguing that her filing a complaint with the California Civil Rights Department last week was to avoid scrutiny of a lawsuit. Unfortunately for Baldoni, this latest filing makes much of Baldoni's defenses murkier.
Lively's representatives directly addressed this being a response to Baldoni's lawsuit, saying, This lawsuit is based on the obviously false premise that Ms. Lively's administrative complaint against Wayfarer and others was a ruse based on a choice 'not to file a lawsuit against Baldoni, Wayfarer,' and that 'litigation was never her ultimate goal.' As demonstrated by the federal complaint filed by Ms. Lively earlier today, that frame of reference for the Wayfarer lawsuit is false. While we will not litigate this matter in the press, we do encourage people to read Ms. Lively's complaint in its entirety. We look forward to addressing each and every one of Wayfarer's allegations in court.
Lively's lawsuit alleges that Baldoni and his public relations team orchestrated a sophisticated, multi-tiered campaign to damage her reputation in retaliation for speaking out about sexual misconduct on the film's set. The complaint names Baldoni, his film studio, Wayfarer, and public relations representatives Melissa Nathan and Jennifer Abel. Lively's legal team claimed that Wayfarer and its associates violated federal and California state law by retaliating against her after she reported sexual harassment and workplace safety concerns. The statement also accused Baldoni of initiating unwelcome physical advances, asserting that when Lively or others avoided his touch, both Baldoni and Heath retaliated by becoming irritated, cold, and uncooperative. Lively claimed she was forced to work in an "unwelcoming and volatile environment".
On January 23, 2025, Lively's legal team filed an unsuccessful request for a gag order against Baldoni's attorney, Bryan Freedman, accusing him of continuing to engage in a smear campaign against Lively by repeatedly revealing information to the press.

### Justin Baldoni's lawsuit against Blake Lively

In reaction to Lively's lawsuit, Baldoni's attorney, Bryan Freedman, told NBC on January 3, 2025, that Baldoni intended to sue Lively.
On January 16, 2025, Baldoni's attorney filed a $400 million lawsuit against Lively, Ryan Reynolds, and their publicist Leslie Sloan for civil extortion, defamation, and invasion of privacy. The 179-page complaint, filed in the Southern District of New York, claims that Lively attempted to hijack control of the film with demands and threats, and despite getting most of what she wanted, decided to accuse Baldoni of a smear campaign, to deflect attention and blame for Lively's disastrous misjudgments... Lively would recast herself as the long-suffering martyr by portraying Baldoni and Wayfarer as her persecutors, according to the complaint. Baldoni claims that the smear campaign alleged by Lively did not exist. On January 31, Baldoni filed a 168-page timeline of events, including text messages, to support the assertion that Lively had conducted a smear campaign against him.
Baldoni argued that Lively, along with Reynolds and Sloan, engaged in a coordinated effort to damage his reputation, derail his career, and obscure the film's original purpose of highlighting domestic violence awareness. The suit also claims that Lively weaponized her influence, media connections, and a personal relationship with mega-celebrity Taylor Swift to create a false narrative, thus causing significant financial and emotional harm to Baldoni and his collaborators.

### Denied move for a gag order

On January 22, 2025, after Baldoni's team released footage from the set that they assert contradicts a major claim in Lively's lawsuit, Lively requested a gag order against Justin Baldoni and his representation. Lively claimed that Baldoni's lawyer had leaked information regarding her, describing it as a "continuation of the initial retaliation harassment" she wrote about in her first complaint. Sources for Baldoni said, it would be grossly unfair to impose a gag order after Justin has been defamed by The New York Times in an article that they say has cost him three jobs and hundreds of millions of dollars. The judge denied the gag order request. Justin Baldoni launched a website called The Lawsuit Info in February 2025, which presents his complaint and a timeline of the events.