An explosive legal battle reveals how a Hollywood power machine allegedly retaliated against actress Blake Lively, weaponising public relations to shield its own.
In a saga fit for a Hollywood script, the high-octane glamour of Tinseltown has been rocked by allegations that Justin Baldoni, the director of It Ends With Us, and Jamey Heath, the film’s lead producer, orchestrated a covert smear campaign against their co-star Blake Lively. The accusations, detailed in a bombshell legal complaint filed Friday, expose a murky web of digital manipulation and retaliation aimed at tarnishing the reputation of one of Hollywood’s brightest stars.
The drama unfolded before the release of It Ends With Us, a film adaptation of Colleen Hoover’s bestselling novel that grossed nearly $350 million globally. Despite its box-office success, the story behind the scenes reveals a chilling undercurrent of alleged misconduct and calculated vengeance.
A Clash on Set
Trouble reportedly began during production when Lively accused Baldoni and Heath of repeatedly violating her physical boundaries and making inappropriate comments. In response, their studio, Wayfarer, implemented safeguards, including a full-time intimacy coordinator and an external producer, and agreed—via a contractual side letter—not to retaliate against the actress.
Yet, as the film’s release neared, fears that Lively’s allegations might surface led Baldoni and Heath to enlist a crisis public relations team. According to thousands of subpoenaed emails and text messages reviewed by The New York Times, this effort aimed not only to contain the fallout but also to damage Lively’s public image preemptively.
Behind the Curtain: The Smear Campaign
The centrepiece of Lively’s complaint is the damning evidence of a coordinated campaign to discredit her. Melissa Nathan, a crisis PR expert known for her work with high-profile clients like Johnny Depp, was brought on board to manage the fallout. According to messages in the legal filing, Nathan proposed strategies that included amplifying negative narratives about Lively on social media and leveraging press contacts to tarnish her reputation.
One chilling text exchange revealed Nathan’s ruthless approach:
“He wants to feel like she can be buried,” a publicist wrote to Nathan.
“You know we can bury anyone,” she responded.
The digital smear strategy was orchestrated with precision. Jed Wallace, a shadowy PR figure whose Street Relations specialises in digital crisis management, joined the effort. He allegedly proposed tactics like creating viral social media threads and “changing the narrative” to shift focus away from Baldoni and Heath’s alleged behaviour.
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Fallout for Lively
The effects were immediate and devastating for Lively. Within days of the film’s release, online criticism of the actress surged. Social media branded her “difficult to work with,” a “bully,” and “tone-deaf.” Sales of her burgeoning hair-care line took a nosedive, and the negative press marked a sharp downturn in her otherwise sterling career.
“Is Blake Lively set to be CANCELLED?” blared a Daily Mail headline, while tabloids and Twitter threads speculated about her professional and personal life.
Justin Baldoni’s Escape from Scrutiny
Baldoni, meanwhile, appeared to emerge unscathed. The same month, Lively faced a barrage of public vitriol, while Baldoni was honoured at a gala celebrating men who promote gender equality. The stark disparity between their public receptions only fueled Lively’s claims.
However, the tide may now be turning. Following the publication of The Times’ exposé, Baldoni’s talent agency, William Morris Endeavor, dropped him.
The Bigger Picture: A Hollywood Reckoning
Lively’s legal filing, lodged with the California Civil Rights Department, names Baldoni, Heath, Wayfarer Studios, and the PR team as defendants. The lawsuit alleges sexual harassment and retaliation and seeks to expose what Lively calls “sinister retaliatory tactics” and prevent similar campaigns from targeting others who come forward about misconduct.
“This isn’t just about me,” Lively said. “It’s about pulling back the curtain on how power is wielded in Hollywood to silence and discredit survivors.”
Wayfarer Studios has denied the allegations, calling Lively’s claims “outrageous” and “salacious.” Their attorney, Bryan Freedman, accused the actress of fabricating stories to repair her “negative reputation.”
A Cultural Turning Point?
The revelations echo broader conversations in Hollywood about the abuse of power and the dark side of crisis management in the #MeToo era. They also raise uncomfortable questions about the influence of digital smear campaigns in shaping public perception.
Lively’s case could mark a watershed moment in the legal battle, forcing an industry accustomed to operating in the shadows to confront its darker truths.
For now, one thing is clear: Hollywood’s glittering facade hides more than just secrets—it conceals a battlefield where reputations are made and destroyed, often with surgical precision.
