Justin Baldoni and Blake Lively feud rumors impact 'It Ends With Us' promotion

As the highly-anticipated movie "It Ends With Us" nears its August 9, 2024, release, rumors of a feud between co-stars and key figures have surfaced. The film, based on Colleen Hoover’s novel, stars Blake Lively as Lily Bloom and Justin Baldoni as Ryle Kincaid, with Baldoni also directing the movie.

Speculation about discord emerged after Reddit users noted that Lively and other main cast members, including author Colleen Hoover, had unfollowed Baldoni on Instagram. A Redditor observed, "Blake Lively isn’t following him on Instagram (though she definitely was early on), nor is the rest of the main cast or Colleen Hoover, even though he follows all of them."

Additional scrutiny came from TikTok creator Jenna Redfield, who pointed out Baldoni’s noticeable absence from several press events and promotional activities. Redfield shared photos from the New York City premiere, suggesting that Baldoni has been keeping his distance.

A further theory suggested by Redfield is that Lively and her husband, Ryan Reynolds, who are both producers on the project, might have wanted more creative control, leading to friction. Another theory posits that the alleged drama is a PR stunt to generate interest in the film, although this seems unlikely given the expected strong box office performance.

Baldoni's social media activity indicates he is still promoting the movie, despite a recent illness that kept him hospitalized. However, some fans remain puzzled by his reduced presence. A fan commented, "Why Justin hasn’t been involved in the promotion of the movie (not as much as the others)."

While the rumors continue to circulate, both actors have received positive early reviews. The Guardian praised Lively as "a warm and instinctive performer" with "effective chemistry" with Baldoni. The film's success and the true nature of the alleged off-screen tensions remain to be seen as it hits theaters.