You might be excited for the upcoming film adaptation of Colleen Hoover’s best-selling novel It Ends With Us, starring Blake Lively. However, there's an online buzz that's rivaling the movie itself—rumors of tension among the cast, director and co-star Justin Baldoni, and possibly even Ryan Reynolds. Once again, a film’s press tour seems to be generating more drama than the movie.
As the release date for It Ends With Us approaches, the growing speculation is bringing back memories of the infamous Don’t Worry Darling scandal in 2022. Social media sleuths are diving deep, searching for any hints of on-set conflict. Although concrete details remain elusive, and no one from the film has addressed the gossip directly, the internet is abuzz with theories.
The speculation began after It Ends With Us premiered in New York on August 6. Fans quickly noticed that Lively and Baldoni were not photographed together on the red carpet and have yet to be paired for interviews. Initially, the focus was on Baldoni, but the story took a turn when a quote from Lively about her husband Ryan Reynolds’s involvement in the script went viral. According to insiders, a power struggle emerged between Lively and Baldoni over the film’s final cut, despite Baldoni’s public praise for Lively.
Attempts to quell the rumors seem futile as the internet has already drawn its conclusions. This situation highlights how quickly online gossip can spiral out of control in today’s social media-driven world.
Who Is Justin Baldoni—And Does the Cast Have Issues With Him? 
Before diving into whether the It Ends With Us cast is at odds with Baldoni, here's some background on the actor-turned-director. You might know Baldoni from his role as Rafael in Jane the Virgin on the CW. In 2019, he co-founded Wayfarer Studios with entrepreneur Steve Sarowitz, producing films like Five Feet Apart (2019) and Clouds (2020). Wayfarer Studios received a $125 million investment from Sarowitz in 2022.
It seems fitting that Baldoni, who has shown a deep connection to Hoover’s novel, would take on the project. After expressing his admiration for the book in a letter to Hoover, his company optioned it in 2019. Blake Lively came on board as an executive producer in 2017, and from there, the production seemed to descend into chaos.
Throughout the press tour, Baldoni has been notably isolated from Lively and the rest of the main cast, often posing alone on the red carpet or with people unrelated to the film. Even his co-host Plank wasn’t photographed with him. Meanwhile, Lively has been promoting the movie alongside co-stars Jenny Slate and Brandon Sklenar, as well as author Colleen Hoover. Social media activity from the cast also suggests a lack of connection with Baldoni, as none of the main cast members, except for comedian Hasan Minhaj, appear to be following him on Instagram.
Where Does Deadpool Fit Into This?
Ryan Reynolds’s involvement in the drama added another layer of intrigue. A comment from Lively at the premiere about her husband writing the film’s “iconic rooftop scene” sparked online speculation. “He works on everything I do,” Lively told E! News. “I work on everything he does. So his wins are mine, and mine are his. He’s all over this film.”
This led to theories that Lively and Reynolds took creative control from Baldoni, leading to the alleged rift. However, this doesn’t explain why the rest of the cast appears to have distanced themselves from Baldoni. Baldoni’s remarks at the premiere, hinting that Lively might be ready to direct a sequel, only fueled the speculation.
Lively’s comments triggered accusations that Reynolds was too involved in her career, with some questioning whether their marketing strategies were appropriate for a film dealing with domestic violence. Critics also noted the timing of Lively’s new hair care line, Blake Brown, during the film’s press run as being somewhat insensitive.
Is This "Don’t Worry, Darling" All Over Again?
The drama surrounding It Ends With Us echoes the scandal that engulfed Don’t Worry Darling and its key players, including Olivia Wilde, Jason Sudeikis, and Harry Styles. Social media’s perception of these figures seemed to matter more than the actual on-set events. Similarly, the suspicion directed at Lively and Reynolds, though perhaps more justified, reflects this trend.
Despite their Hollywood power, Lively and Reynolds have faced criticism online, particularly for their 2012 plantation wedding, for which they apologized in 2020. The internet’s mixed feelings about Reynolds’s snarky Deadpool persona and the couple’s close friendship with Taylor Swift add another layer to the public’s perception.
Whether the truth behind Baldoni and Lively’s rumored conflict will come to light remains uncertain. But like with Don’t Worry Darling, it’s clear there may be no winners in this drama.