It Ends With Us cast drama shows no sign of stopping as Justin Baldoni hires crisis manager

Last week, it was widely accepted that It Ends With Us, the film adaptation of Colleen Hoover’s bestselling novel starring Blake Lively and Justin Baldoni, was on its way to becoming the next Don’t Worry Darling, due to its mounting behind-the-scenes cast drama.

Now, it seems it’s in a league of its own. Unlike the swirling rumours around Don’t Worry Darling, which quietly subsided post-release, the It Ends With Us cast drama shows no signs of abating, with a divide between Blake Lively and actor-director Justin Baldoni confirmed.

As had been speculated, the drama appears to have brewed during the post-production process, where two different cuts of the film – Lively’s version and Baldoni’s original cut, as the film’s director – were floated. A source told The Hollywood Reporter that the “fracture” between Baldoni and Lively developed after “two different cuts of the movie emerged.”

THR reports that Lively commissioned a cut of the movie from editor Shane Reid, who was an editor on Deadpool & Wolverine. However, this cut may have had no bearing on the final release, and indeed may never see the light of day. “It was unclear if any of this cut was ultimately used in the final project, which was credited to editors Oona Flaherty and Robb Sullivan,” THR reported.

Eyes have now turned towards Lively as the centre of the cast drama storm. However, it was initially Baldoni who was suspected of being the key player, after it was discovered that none of his fellow cast members follow him on Instagram, with many suspecting that they had unfollowed him.

THR reports that Baldoni has hired crisis PR veteran Melissa Nathan in light of the negative speculation around his involvement in the film. Nathan has experience with numerous high profile clients, and represented Johnny Depp during his trial against Amber Heard.

Nathan works for The Agency Group, her own New York-based PR firm which specialises in communications, crisis, reputation management, personal publicity and digital team services across the entertainment industry.

Both Baldoni and Lively have been carefully side stepping the cast drama rumours in interviews, though they have hinted towards creative differences or personality struggles.

“It’s very challenging to act and direct,” Baldoni said in one interview with Elle, “and especially with a project like this. There was a lot of pressure playing such a complex role like Ryle and, of course, as a filmmaker, you're always navigating personalities.

“There are all these things that happen every day on set, there's always friction that happens when you make a movie like this. Then at the end of the day, it's that friction, I believe, that creates the beautiful art.

“Everything in life needs friction to grow. And look, we created something so beautiful and so magical, and it was hard, and it was worth it at the same time. And I grew so much as both a filmmaker, an actor and as a person throughout this experience.”

All of the cast drama aside, It Ends With Us is storming the box office, grossing $50 million domestically and $80 million worldwide with a $25 million budget. Surpassing expectations, It Ends With Us held the number two spot on the US box office charts this weekend, almost overtaking Deadpool & Wolverine.

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