Blake Lively, Justin Baldoni and the ‘It Ends With Us’ Drama, Explained

The Blake Lively romantic drama “It Ends With Us” revolves around a florist, and the film’s marketing campaign, including the red carpet and the posters, has been entirely floral-themed. But the press tour has hardly come up roses.

The movie itself is a box office hit, earning $50 million after its release last weekend. The plot centers on Lily Bloom (Lively), who escapes a rough childhood, opens her dream flower store and soon meets her seemingly dream guy, Ryle Kincaid, played by the film’s director, Justin Baldoni.

Based on a best-selling Colleen Hoover novel, “It Ends With Us” is ultimately about breaking the cycle of domestic violence that entraps one generation after another. But the film has been at the center of a surprisingly varied number of controversies that have raised a number of questions:

Has there been a rift between Baldoni and the cast?

Hints that things were off first surfaced at the New York and European premieres. Though Baldoni was in attendance, he wasn’t posing for the cameras with anyone else involved in the movie and wasn’t participating in joint interviews. Fans speculated that this was a marketing tactic, given that he plays an abusive husband. The theory seemed to be that the distance was a statement about not romanticizing the relationship between the Lively and Baldoni characters.

But that conjecture was quickly discarded when it emerged that Lively, her husband, Ryan Reynolds, other cast members and even Hoover had unfollowed Baldoni on social media. The interpersonal drama was fueled by reports of conflict during the making of the film — all of it related by anonymous sources, of course.

Does the rift involve Ryan Reynolds?

Baldoni and his production company, Wayfarer Studios, secured the rights to the book in 2019, and in 2023 it was announced that Lively had signed on to star. Crucially, both had executive producer roles.