Days after the release of It Ends With Us in August, Tony Vinciquerra, then CEO of Sony Pictures Entertainment, issued an unusual statement to The Hollywood Reporter. He praised Blake Lively, who was facing severe social media backlash due to reported conflicts with her director and co-star, Justin Baldoni, over the movie's promotion strategy. Notably absent was any mention of Baldoni or his company, Wayfarer Studios, which handled the film adaptation of Colleen Hoover’s bestselling novel.
Vinciquerra’s statement highlighted Lively’s dedication to the cause of domestic violence awareness. He expressed a desire to collaborate with her on future projects, while also acknowledging Hoover and other women associated with the film. Unbeknownst to the public, Sony had been playing an inadvertent mediator role in what would escalate into a significant Hollywood dispute, involving powerful industry figures like Lively, who is married to Ryan Reynolds, and the ambitious Wayfarer Studios.
The public statement was interpreted as an effort to protect Lively’s image amidst a storm of online threats and criticism. Cast members who distanced themselves from Baldoni at the film’s events were also affected, leading to legal actions. Lively filed a lawsuit against Baldoni and Wayfarer CEO Jamey Heath, citing sexual harassment and a smear campaign post-release. Sony, not directly involved in the lawsuits, may still see its executives subpoenaed in a trial set for March 2026.
Initial tensions surfaced in May 2023, shortly after production started, with Lively raising concerns about inappropriate behavior by Baldoni and Heath. Despite being advised to lodge formal complaints with Wayfarer, Lively hesitated, fearing inaction. Sony’s production executive, Ange Giannetti, relayed her concerns, prompting limited responses from Baldoni.
By November 2023, Lively outlined 17 conditions for returning to work post-strike actions, which Sony urged Wayfarer to accept to salvage the film. These demands covered behavior regulations and production oversight, with Todd Black later hired as an executive producer. Wayfarer agreed under pressure, believing it was necessary to complete the film.
As production resumed with no further incidents, editing room control became a contentious issue. Lively requested involvement in the editing process, a move against standard DGA rules. Despite objections, Wayfarer relented, partly due to Sony’s influence. Lively’s cut, which she led with Sony’s support, ultimately went to theaters, overshadowing Baldoni’s version.
Marketing strategies were also strained, with Lively leveraging her promotional commitments to ensure her version’s release. By June, Sony informed Wayfarer that Lively’s cut was essential for cast promotion, pushing Baldoni to step aside. The movie premiered successfully but was quickly marred by publicized disputes and legal proceedings initiated by Lively.
While It Ends With Us achieved box office success, the behind-the-scenes drama casts a shadow over Sony’s involvement. Legal outcomes remain uncertain, but the saga serves as a cautionary tale of creative control and industry politics in Hollywood. The film's success and controversy highlight the complexities studios face in managing high-stakes productions.
