It Ends With Us’ Justin Baldoni hires Amber Heard’s crisis PR expert amid Blake Lively feud rumors

Justin Baldoni, the filmmaker and star of It Ends With Us, has enlisted crisis PR expert Melissa Nathan from The Agency Group amid growing rumors of a conflict between him and producer Blake Lively.

Baldoni’s Wayfarer Studios co-funded the $25 million film with Sony, adapting Colleen Hoover's bestselling novel. The film significantly exceeded box office expectations, skyrocketing from an initial $15 million projection to an impressive $50 million opening last weekend.

As the film's release approached, rumors surfaced, particularly on TikTok, suggesting a major dispute between Justin Baldoni and Blake Lively.

Fans noted several signs, such as the pair not taking photos together at the NYC premiere on August 6, Baldoni arriving early while Lively came later, and Lively not following Baldoni on social media.

In the film, Baldoni plays an abusive partner to Lively’s character.

Often, actors' best on-screen chemistry is fueled by off-screen tensions or method acting. Sources close to the film suggest that Baldoni and Lively had a strained relationship, similar to many workplace dynamics.

There has also been speculation about Lively taking a dominant role in the editing room and driving the film’s social media marketing efforts. According to some, Ryan Reynolds contributed to revising a balcony scene, although others argue these lines are from Hoover's 2016 novel.

One Sony insider remarked, “I wish she worked for us full-time,” highlighting Lively’s significant influence on the film.

There are still various rumors circulating about the supposed feud between Blake Lively and Justin Baldoni. Despite this, Baldoni recently praised Lively in an interview, suggesting she would be an ideal candidate to direct future installments of It Ends With Us.

Some have likened the media frenzy surrounding Lively and Baldoni to the controversy that surrounded Don’t Worry Darling. However, the drama related to Don’t Worry Darling reached an intense level with incidents like Harry Styles’ alleged “spitgate” at the Venice Film Festival, the leak of the “Miss Flo” video, and the public exchange between Olivia Wilde and Shia LaBeouf. In contrast, the situation with It Ends With Us hasn't reached that level of intensity yet.

Melissa Nathan recently joined The Agency Group, having spent a decade working with crisis PR expert Matthew Hiltzik, including their work with Johnny Depp during his trial with Amber Heard.