Justin Baldoni has recently enlisted the expertise of veteran PR crisis manager Melissa Nathan in response to the release of 'It Ends With Us,' the film adaptation of Colleen Hoover's popular 2016 novel. This decision follows a surge of speculation on TikTok regarding a rumored discord between Baldoni and key figures involved in the project, including co-star and producer Blake Lively, as well as author Colleen Hoover.
Concerns were raised by fans who noted Baldoni's absence from joint press events and the lack of public appearances alongside Lively at the New York premiere on August 6. Additionally, observations were made that Lively, Hoover, and other cast members do not follow Baldoni on Instagram, despite him following them.
Melissa Nathan, who recently established The Agency Group, specializes in crisis management, reputation building, personal publicity, and digital team services within the entertainment industry. Notably, she previously worked with renowned crisis strategist Matthew Hiltzik and represented clients such as Johnny Depp during the Amber Heard trial.
Sources have indicated a potential rift between Baldoni and Lively during the post-production phase, leading to the emergence of two distinct cuts of the film. Lively reportedly commissioned a separate edit from editor Shane Reid, known for his work on 'Deadpool' and 'Wolverine,' although it remains unclear if any of this version made it into the final release, which credited editors Oona Flaherty and Robb Sullivan.
Amidst negative press surrounding allegations of discomfort on set, Baldoni has emphasized Lively's creative contributions to the project. He has also highlighted his efforts to empower women on set, given the film's focus on domestic violence from a female perspective.
'It Ends With Us,' produced by Wayfarer Studios, co-founded by Baldoni and Jamey Heath, was distributed by Sony Pictures Entertainment and has surpassed box office expectations, grossing over $50 million domestically and $80 million worldwide against a $25 million budget. Wayfarer Studios is financially backed by billionaire Steve Sarowitz, with both Baldoni and Sarowitz sharing membership in the Baha'i Faith.
The Agency Group has refrained from providing comments on the matter, as reported by The Hollywood Reporter.
