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Internet users are speculating that there's been a creative control struggle between Baldoni and Lively throughout the process, especially now that rumors are swirling Blake Lively and Ryan Reynolds hope It Ends With Us scores Lively an Oscar nomination. The actress also served as producer and was involved in everything from the script to the inclusion of Taylor Swift's "My Tears Ricochet."

What happened between Justin Baldoni and Blake Lively?

@deadline#JennySlate on working with #JustinBaldoni, who served as both scene partner and director to the actress in #ItEndsWithUsMovie♬ original sound - Deadline

Fans first noticed something seemed off when it was revealed Blake Lively, Brandon Skelnar, Jenny Slate, and Colleen Hoover don't follow Justin Baldoni on Instagram (even though he follows them). Baldoni didn't take photos with the cast at the New York City premiere, and he also hasn't done any of the viral press with his costars. Plus, the fact that Baldoni's onscreen sister Jenny Slate dodged a question about him only makes this whole situation more odd.

When an Instagram user called Lively's behavior "disappointing," her brother-in-law Bart Johnson replied (via People), "I’m really sorry you feel that way. I’m sure you have a huge heart and want the best. I can promise you the truth has not come out yet. Blake worked harder on this film than anything I’ve seen her do my entire life. Because it meant so much to her."

"The message is in the book. And in the movie. Not in short clips / interviews," he continues. "She is the reason the message / this movie/ is getting out. Were mistakes made? Yes. I make mistakes in life. But they aren’t under a microscope. Anyway, I respect your views. I got nothing but love for you."

The Hollywood Reporter reveals the cast and crew might have wrapped with two different cuts of the movie, citing creative differences between Baldoni and Lively, and sources told Page Six the studio went with Lively's "more feminine cut." (THR reports Lively commissioned Shane Reid, a Deadpool & Wolverine editor, for It Ends With Us, although the final project is credited to editors Oona Flaherty and Robb Sullivan.)

But the supposed feud might go deeper. A set source just revealed to People that not only have Blake and Justin been at odds, but apparently "the principal cast and [author] Colleen Hoover will have nothing to do with him."

"All is not what it seems," the source continues. "There is much more to this story."

Sources told The Daily Mail Baldoni was "chauvinistic" and "borderline abusive" during the filming process.

“The tension was so obvious,” an It Ends With Us on-set source told Page Six. “Once she was done with the scene she was really impatient, said, ‘Am I done? Can I go?,’ and as soon as they said ‘yes,’ there was like a Blake-size hole in the wall...She was so outta there.”

There are rumors Justin Baldoni made Blake Lively feel uncomfortable in her postpartum body (she gave birth to fourth child Olin in February of 2023; the movie began filming in May of 2023), and that he asked an on-set trainer how much she weighed before filming a scene where he has to pick her up. Baldoni reportedly has back problems and wanted to make sure he didn't injure himself. Lively also reportedly felt like the actor & director lingered too long during a kissing scene.

But throughout the whole press cycle, Justin Baldoni has been the only member of the cast raising awareness for domestic violence, and praising the strength of DV survivors.

During the premiere for the film, Baldoni told ET, "This is a night for all the women who we made this movie for...If a Lily Bloom in real life can sit in this theater and maybe make a different choice for herself than was made for her, maybe she sees herself on that screen and chooses something different for herself, that's why I made the movie."

Will Justin Baldoni direct It Starts With Us?

In addition to this video from set, where Lively and Baldoni look like they're in a visionary standoff, Baldoni just revealed he probably won't step back into the role of director if 2022's It Starts With Us is also adapted.

"I think that there are better people for that one," he tells Entertainment Tonight at the August 6 NYC premiere. "I think Blake Lively's ready to direct, that's what I think."

Amid the internet frenzy, people are coming to Baldoni's defense, praising his vulnerable Man Enough podcast. AnIt Ends With Us extra even recounted how kind and attentive he was on set.

And while Lively has always been praised as an "unproblematic queen," fans of the book wish official press for the movie centered on domestic violence awareness as much as Baldoni's one-on-one interviews do. Instead, she's filmed funny baking videos, promoted her Betty Buzz and Blake Brown brands, and encouraged viewers to "wear your florals" to see the movie.

She finally touched on the themes of the movie in an August 13 Instagram story, providing a link to the National Domestic Violence Hotline, while The Hollywood Reporter confirmed Justin Baldoni has hired PR crisis manager Melissa Nathan amid the It Ends With Us drama. Nathan represented Johnny Depp during the 2022 Amber Heard trial.

On September 10, a source told People that Blake Lively felt "surprised," "vulnerable and upset" about all the It Ends With Us drama. "During the promotion of the movie, not one day went by when she was not in the news in an unfavorable light. She's just not used to this kind of drama."

Check back here for updates on the situation.