After Blake Lively Fight Video Surfaces, Director Justin Baldoni Hires Crisis PR Manager Amid ‘It Ends With Us’ Promotion

Justin Baldoni, director and star of the new romantic drama It Ends With Us, has enlisted crisis public relations expert Melissa Nathan amid growing speculation about cast tensions during the film’s promotional tour.

Baldoni, 40, has hired Nathan, who heads The Agency Group and has previously managed PR for high-profile clients including Drake and Johnny Depp. The move comes as industry insiders and fans alike have noted Baldoni’s conspicuous absence from joint press appearances and red carpet events with his co-stars.

A video of Baldoni and Lively fighting in the street has appeared widely online.

It Ends With Us, based on Colleen Hoover‘s bestselling novel, stars Blake Lively, 36, who also served as a producer. The film’s press tour has been marked by separate appearances from Baldoni and the rest of the cast, including Lively, Brandon Sklenar, Jenny Slate and Isabela Ferrer.

Fueling rumors of a rift, social media users have pointed out that while the cast follows each other on various platforms, they do not follow Baldoni. The director has been promoting the film independently, raising questions about the dynamics behind the scenes.

Adding to the speculation, Baldoni recently suggested he would not direct a potential sequel based on Hoover’s follow-up novel, It Starts With Us. At the film’s premiere on August 6, he told Entertainment Tonight, “I think Blake Lively’s ready to direct, that’s what I think.”

Both Baldoni and Lively have alluded to creative differences during production. In an August 12 interview with Elle Canada, Baldoni stated, “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.”

Lively has also spoken about disagreements, revealing she had to advocate for the inclusion of Lana Del Rey’s song “Cherry” in the film against others’ opinions.

Despite the rumors about behind-the-scenes edits of the film, an insider told E! News that the final cut of the film was unanimously approved. “There are often several cuts during the post-production process,” the insider explained. “Everyone was in complete agreement about the final cut of the film and that it’s the best version of the film.”