Actor and director Justin Baldoni found himself at the center of studio frustration during the promotion of It Ends With Us. Newly unsealed emails revealed that executives at Sony Pictures were increasingly alarmed by Baldoni’s public comments, which they feared undermined carefully crafted marketing strategies for the sensitive film.
The Interview That Sparked Concern
The flashpoint came during Baldoni’s interview with the Dallas Morning News in August 2024. According to internal emails, Sony executives believed his remarks crossed a line when he described a violent scene between his character Ryle and Blake Lively’s Lily. Marketing executive Danni Maggin wrote that Baldoni’s explanation alluded to disturbing language, prompting leadership to suggest he stop doing press altogether.
Words About a Violent Scene Under Scrutiny
In the email, Baldoni was quoted as saying Ryle’s motivation was to “force any love she had for Atlas out of her.” Executives worried that his framing of the scene could alienate audiences and distract from the studio’s intended message. Sony’s marketing plan emphasized resilience and hope, instructing cast members to avoid describing the film as heavy or focused solely on domestic violence.
Clash Over Marketing Strategy
Blake Lively’s legal team later alleged that Baldoni ignored the agreed-upon promotional guidelines, pivoting instead to highlight domestic violence awareness. Baldoni’s lawyers countered that he had always intended to use the film to spark conversations about abuse and had not “gone rogue.” His countersuit was eventually dismissed, but the dispute underscored deep divisions over how the film should be presented to the public.
Broader Hostility Revealed
The unsealed documents also exposed harsh language from other Sony executives. Andrea Giannetti admitted to calling Lively a “terrorist” in private messages after she threatened to quit unless her demands were met. Sanford Panitch, president of Sony’s Motion Picture Group, referred to her as a “terroridt [sic]” in another exchange. Executives also criticized the timing of Lively’s haircare brand launch, which overlapped with the film’s release. Panitch reportedly called the move “epic-level stupid,” though sources said the launch date had been set months in advance.
Public Praise Versus Private Criticism
Despite the internal turmoil, Sony maintained a supportive public stance. In August 2024, CEO Tony Vinciquerra praised Lively’s commitment to advancing conversations around domestic violence, calling her passion “commendable” and expressing interest in working with her on future projects.
Legal Battle Ahead
Lively filed a lawsuit against Baldoni in December 2024, alleging sexual harassment and retaliation, claims he has denied. The case is scheduled for trial in May 2026. As the legal proceedings continue, the emails shed light on why studio executives were so eager to rein in Baldoni’s press appearances.
