When Narratives Collide: Who’s Responsible for the Fallout?

The controversy surrounding It Ends With Us reveals how conflicting strategies and narratives can spiral out of control. Blake Lively's accusations against co-star Justin Baldoni, producer James Heath, and their PR teams, claiming they orchestrated a smear campaign, raise important questions about accountability in the entertainment industry. Was this a case of misaligned messaging, media bias, or deeper systemic issues?

Act I: The Start of the Drama

When the promotion for It Ends With Us, a film adapting Colleen Hoover's bestseller, began, expectations were high. With domestic violence (DV) as its core theme, the story’s cultural gravitas demanded sensitivity. And yet, Blake Lively, focused on the film's romantic and floral aesthetics, delivered interviews that felt tone-deaf to audiences anticipating meaningful discussions about DV. Critics seized on her remarks, labeling them insensitive—a blow that placed her squarely in the crosshairs of public judgment. It was later revealed that under Baldoni's directives, the cast were forbidden from speaking about DV. Meanwhile, Justin Baldoni chose a different path, addressing DV directly in his interviews. His empathetic tone and focus on advocacy resonated with fans, further accentuating the polarity between the leads.

This mismatch didn’t just create awkward press—it sparked outrage on social media. And according to Blake, the situation was made worse by an organised smear campaign that took aim at her online.

Act II: Allegations of Sabotage

Blake’s lawsuit claims that Justin, James Heath, and the PR teams hired by them were behind coordinated efforts to damage her reputation. From anonymous posts online to media stories criticising her, Blake believes this was no coincidence. Meanwhile, Justin’s interviews made him look like the movie’s hero, leaving her in a much tougher spot.

A recent New York Times article by Megan Twohey and Mike McIntire, further investigates the situation. According to the report, Lively accused Baldoni and Heath of orchestrating a deliberate effort to tarnish her reputation in retaliation for raising concerns about on-set conduct. The article cites evidence, including text messages and strategic documents, that point toward a coordinated digital campaign designed to amplify negative narratives about Lively.

These tactics reportedly included boosting unfavorable social media posts and planting media stories aimed at painting Lively in a negative light. At the same time, PR teams worked to preserve Baldoni’s image, portraying him as an empathetic advocate who was deeply invested in addressing the film’s sensitive themes. This stark contrast between the leads further fueled public perception that Lively was disconnected from the film’s core message, while Baldoni stood as its moral compass.

Act III: The Bigger Picture

In the wake of these explosive allegations, confusion is only natural. On one hand, the multiple videos of Blake Lively's lack of media training became evident in her responses, and it seemed she wasn’t prepared for the scrutiny that followed. Despite being a seasoned actress with 17 years in the industry, her tone-deaf interviews, brought on a flurry of past interviews which corroborated her missteps, labelling her as one who is too "self-consumed" or "disconnected". Some even went to the extent of calling her a "real mean girl". This misalignment between her public persona and the film’s message contributed to the narrative of her being ‘out of touch’, feeding into the smear campaign that she later claimed was orchestrated against her.

That said, while Lively’s blunders may have contributed to the situation spiralling out of control, we cannot excuse the actions of Justin Baldoni and his team if the smear campaign allegations hold. To orchestrate a campaign designed to tarnish the reputation of a co-star for personal gain is a deeply troubling manoeuvre, especially in 2024. The idea that a man would trample over a woman’s reputation to appear as the “good guy” in a situation that deals with such sensitive issues as domestic violence is a disturbing reflection of the power dynamics that persist in Hollywood.

Curtain Call: A Question of Accountability

The smear campaign allegations underscore a deeper ethical dilemma—how far is too far in controlling public perception? In the battle between authenticity, advocacy, and celebrity, the line between narrative control and manipulation blurs. The digital age with its superfast growth is already manipulative enough. Moreso with the trouble of exploitative PR tactics, there are lessons to be learnt beyond the waves and smiles of the big screen.