Justin Baldoni found himself at the center of studio frustration as internal emails revealed growing alarm over how he discussed “It Ends With Us” while promoting the film. 

Behind closed doors, executives worried his words risked overshadowing carefully planned messaging around a sensitive story. 

As lawsuits and countersuits later exposed private exchanges, a picture emerged of a studio attempting to rein in Baldoni, whose public comments were seen as unpredictable, controversial, and increasingly difficult to manage.

Justin Baldoni’s press appearance with the Dallas Morning News appears to be the flashpoint that triggered internal concern. 

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According to an email allegedly sent by Sony Pictures Entertainment senior marketing executive Danni Maggin on Aug. 5, 2024, the director’s remarks crossed a line for studio leadership. 

In the unsealed email, Maggin wrote per PEOPLE, “… Justin is basically alluding to ‘raping’ Atlas out of Lily when talking to the Dallas Morning News. We cut the tape, but he is a moron.”

The email, which surfaced as part of Blake Lively’s ongoing legal dispute with Baldoni, suggested that the marketing team was alarmed by both the language and the framing the 42-year-old used when describing a pivotal scene. 

Maggin also referenced then-president of Sony Pictures’ Motion Group Josh Greenstein, writing that he said Baldoni “shouldn’t do any more press but he has a lot left so maybe we can talk asap.” 

The exchange pointed to a belief that continued media appearances could further complicate the film’s rollout.

At the center of the backlash was how Justin Baldoni allegedly explained a scene involving his character, Ryle, and Blake Lively’s Lily. 

Maggin’s email quoted Baldoni describing the moment by saying, “For me what that scene was more about was Ryle feeling like he had lost all power and feeling so insecure and jealous that the only way in his mind that he could show her how much he loved her was um and I won’t say the word that we used in developing it, but what was essentially to force any love she had for Atlas out of her.”

He continued, according to the same email, “So Ryle’s motivation, if you’re talking about character motivation, or why he did what he did, from the filmmaking perspective and from the actor perspective, was um he was trying to, in his twisted mind, love… Atlas out of her. There’s another word we used, and I’m sure in your imagination you can go there.”

For executives, these comments appeared to undermine the studio’s attempt to carefully frame the film’s themes. 

Internally, the language raised fears that Baldoni’s explanations could alienate audiences or distract from the message Sony hoped to emphasize.

The tension highlighted a broader disagreement over how “It Ends With Us” should be promoted. 

A Sony marketing plan included in Blake Lively’s lawsuit instructed the cast to avoid talking about the film in a way that made it feel sad or heavy, as it was a story of hope.

The guidelines further stated that more focus should be on Lily’s strength and resilience as opposed to describing the film as a story about domestic violence.

Lively’s lawyers alleged Baldoni ignored those instructions and pivoted away from the film’s marketing plan. 

From their perspective, the actor’s press comments conflicted with an agreed-upon strategy.

Baldoni’s legal team pushed back forcefully in his countersuit, which has since been dismissed. They argued that this approach was “never the plan Baldoni ‘agreed to.’” 

His lawyers stated, “Against much resistance from the Film’s distributor, Baldoni, from day one, made it clear that he was making this Film to bring awareness to domestic violence and would not refrain from doing so when promoting the Film. He did not ‘go rogue,’ as Lively alleges.” 

The unsealed documents revealed that tensions extended well beyond Justin Baldoni. 

Other Sony executives were also captured using harsh language in private communications. 

Andrea Giannetti, executive vice president of production and senior creative at Sony Pictures, admitted during her deposition that she referred to Blake Lively as a “f-cking terrorist” in a message to Wayfarer Studios producer Jamey Heath. 

The comment was allegedly made after Giannetti learned the actress had threatened to quit the film unless her “17-point list” of demands was met.

Similarly, alleged messages from March 2024 showed Sanford Panitch, president of Sony’s Motion Picture Group, writing “she is a terroridt [sic]” while discussing Lively’s decision to work on her own edit of the film. 

After “It Ends With Us” was released, Panitch also criticized the timing of the 38-year-old’s business ventures, calling the launch of her haircare brand “epic-level stupid.” 

He added, “She wouldn’t listen,” and “She knows better.” 

A source revealed that the launch was set with the retailer, Target, months in advance and could not be changed, adding that the film date was pushed to overlap.

Despite the internal turmoil, Sony’s public stance toward Blake Lively sharply contrasted with the private messages revealed later. 

On Aug. 14, 2024, Tony Vinciquerra, then-chair and CEO of Sony Pictures Entertainment, issued a statement praising Lively’s work. 

“Blake’s passion and commitment to advancing the conversation around domestic violence is commendable,” he said per PEOPLE. “We love working with Blake, and we want to do 12 more movies with her.”

That public support came just months before Lively filed her lawsuit against Baldoni in December 2024, alleging sexual harassment and retaliation, claims he has denied. The case is now set for trial in May 2026. 

As the legal battle unfolds, the unsealed emails continue to shed light on why studio executives were so eager for Baldoni to stop talking.