'It Ends with Us': The drama between Blake Lively and Justin Baldoni explained

"It Ends with Us," the film adaptation of Colleen Hoover's bestseller, is in theaters now. But rumors of an alleged feud between the cast start with Blake Lively and Justin Baldoni.

The movie follows a flower shop owner named Lily Blossom Bloom (Lively), who falls in love with a dashing neurosurgeon named Ryle Kincaid (Baldoni) and reconnects with her stoic childhood sweetheart, Atlas Corrigan (Brandon Sklenar).

Directed by Baldoni and produced by Lively, the heart-wrenching film is a largely faithful retelling of Hoover's book, grappling with the insidious nature of domestic violence and cycles of abuse across generations.

Join our Watch Party!Sign up to receive USA TODAY's movie and TV recommendations right in your inbox

While the movie marks the "Gossip Girl" alum's first starring role since 2018's "A Simple Favor," it also marks a return to rumors surrounding on-set drama for Lively as internet sleuths have been digging into her seemingly rocky relationship with Baldoni.

Need a break? Play the USA TODAY Daily Crossword Puzzle.

From oddly paired press junkets and awkward red-carpet appearances to interview snubs from the cast, here's why the movie's promotional tour has the internet up in arms.

What is the 'It Ends with Us' controversy?

It all started Aug. 6 at the New York City premiere of "It Ends with Us," when fans noticed there wasn't a single shot of the entire cast together.

Lively was photographed with husband Ryan Reynolds (who has joined in on the press junket run for this movie as well), fellow A-lister friend Hugh Jackman, and co-stars Jenny Slate and Brandon Sklenar.

But what stood out the most was that Baldoni only appeared on the red carpet solo and side-by-side with his wife, Emily Baldoni, and other friends and family — but never with Lively or other co-stars.

According to People magazine, Baldoni also allegedly didn't introduce the film ahead of the screening with Lively and Hoover, despite being the director and star of the film.

Baldoni and his production company, Wayfarer Studios, acquired the rights to the book in 2019, and Lively's casting in "It Ends with Us" was announced in January 2023.

Blake Lively, Colleen Hoover allegedly unfollow Justin Baldoni on Instagram

Following the premiere, internet sleuths began scrutinizing the cast's social media activity and claimed that Hoover and Lively unfollowed Baldoni on Instagram.

None of the main cast members of "It Ends with Us" follow Baldoni on the social media platform, as of publication. Lively follows Sklenar, Hoover and Slate.

'It Ends with Us':Five major changes between the book and movie

Justin Baldoni promoted 'It Ends with Us' separately from cast

Lively has promoted the film in joint interviews with co-stars Sklenar, Slate and Isabela Ferrer.

Even Lively's husband Reynolds got in on the promo action, conducting a playful interview with Sklenar, in which he pretended to crash the actor's press junket.

However, fans began to notice Baldoni was doing press for the film primarily in solo interviews, including appearances on the "Today" show, "CBS Mornings" and "Access Hollywood."

When asked about Lively on "Access Hollywood," Baldoni gushed about the "brilliance of Blake Lively" and how she informed his performance as Ryle. "She's such a wonderful listener," Baldoni said. "So, having her as a scene partner made me better."

Jenny Slate avoids interview question about Justin Baldoni

Fans doubled down on the cast drama rumors when Slate — who plays Lively's on-screen best friend Allysa — avoided directly answering a question about Baldoni's directing chops.

"Talk to me, what was that like — having (Justin Baldoni) be director but also scene partner?" an interviewer for Deadline asked Slate at the New York premiere.

To which Slate answered, "I mean, what an intense job? To have to do so many things." She added that she "was looking around just being like, 'I'm good with just acting, I love it.' "

And at no point did she mention Baldoni.

Who plays Lily, Ryle and Atlasin 'It Ends with Us' movie? See full cast

However, during an interview with People magazine, Sklenar opened up about working with Baldoni and said the "Jane the Virgin" actor did a "great" job balancing his duties as actor, director and producer.

"The entire crew that he ensembled was so incredible," Sklenar added. "Everybody in this film is just on the top of their game across the board. It was a really pleasant environment to work in."

Justin Baldoni suggests Blake Lively should direct 'It Ends with Us' sequel

At the movie's New York City premiere Aug. 6, Baldoni told Entertainment Tonight that he felt there were "better people" suited to direct the sequel to "It Ends with Us."

In October 2022, Hoover picked up where "It Ends with Us" left off and published "It Starts With Us," centering on the relationship with Lily and Atlas. It has not been confirmed whether a sequel is in the works.

"I think Blake Lively's ready to direct, that's what I think," Baldoni told ET. "This isn't my night — this is a night for all the women who we made this movie for. This is a night for Blake, this is a night for Colleen. I'm just so grateful that we're here, five years in the making."

Justin Baldoni on working with 'complex personalities' on set

In an interview published on Today.com, Baldoni said, "Every movie is a miracle. And then, of course, you're navigating complex personalities and trying to get everybody on the same page with the same vision."

The actor said at times he felt as though people on set wondered "if I know what I'm doing or if I have a point of view because I'm so willing to have my vision changed."

In an interview with Elle UK published Aug. 9, Baldoni addressed "friction" on the set of "It Ends with Us": "As a filmmaker, you’re always navigating personalities."

"There are all these things that happen every day on set, 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," he told Elle.

Blake Lively says Ryan Reynolds rewrote 'It Ends with Us' rooftop scene

While Baldoni served as director and producer of "It Ends with Us," it's Reynolds who Lively has praised for his creative contributions.

"The iconic rooftop scene, my husband actually wrote it," Lively revealed to E! News. "Nobody knows that but you now."

"We help each other," she added. "He works on everything I do. I work on everything he does. So his wins, his celebrations are mine and mine are his. I mean, he's all over this film."

The film's screenwriter, Christy Hall, told People magazine she wasn't aware Reynolds had any part in writing that scene.

Blake Lively posts the National Domestic Violence Hotline

While the film adaptation of "It Ends with Us" doesn't shy away from tackling the book's unflinching portrayal of domestic violence, many fans have taken issue with the lighthearted tone of the film's marketing.

On Tuesday, Aug. 13, Lively addressed the film's domestic violence on her Instagram stories in a pair of posts. "It Ends With Us is a story of the female experience," she wrote. "All the highest highs, and lowest lows. And we are so proud of it. We have been in celebration of this film and of getting a message so important out there to the masses."

In the next story, she shared statistics highlighting the prevalence of intimate partner violence and provided ways to reach the National Domestic Violence Hotline.

"Everyone deserves relationships free from domestic violence," Lively wrote.

Justin Baldoni hires PR crisis manager

Reports from The Hollywood Reporter and People Magazine surfaced on Aug. 13 alleging Baldoni had hired PR crisis manager Melissa Nathan, founder of The Agency Group PR.

Nathan previously represented Johnny Depp during the actor's litigation with his ex-wife Amber Heard.

The Agency Group lists crisis communication and management as one of its services on its website: "Drawing on our extensive experience handling high-profile crises, we possess the expertise to guide individuals and corporations through any communication challenges they may face."

USA TODAY reached out to The Agency Group for confirmation.

Brandon Sklenar defends Blake Lively

In an Instagram post on Aug. 20, Sklenar penned a lengthy statement aimed at "all this stuff swirling online."

"Colleen and the women of this cast stand for hope, perseverance, and for women choosing a better life for themselves," Sklenar wrote on social media.

He continued: "Vilifying the women who put so much of their heart and soul into making this film because they believe so strongly in its message seems counterproductive and detracts from what this film is about."

Read his full statement:'It Ends With Us' star Brandon Sklenar defends Blake Lively, Colleen Hoover amid backlash

Justin Baldoni pens letter to domestic violence survivors

Weeks following the premiere of "It Ends with Us," Baldoni penned a heartfelt letter to domestic violence survivors on Instagram Aug. 31.

The letter was shared with the Survivor Love Letter community organization and the No More Foundation, a nonprofit dedicated to raising awareness of domestic and sexual violence.

"You embody resilience and courage, qualities that shine bright even on the darkest days," Baldoni wrote. "In the tapestry of your life, each thread tells a story of endurance, strength and hope. Every step forward you take, no matter how small, is a declaration of your unyielding spirit and an inspiration to others."

"While I can never fully understand your pain and all you have endured, I want you to know that you are never alone in this fight," the letter continued. "We are with you."

Contributing: Patrick Ryan and Erin Jensen, USA TODAY

Safe Horizon's hotline offers crisis counseling, safety planning, and assistance finding shelters 1(800) 621-HOPE (4673). It also has a chat feature where you can reach out for help from a computer or phone confidentially. 

Survivors can also call the New York City Anti-Violence Project's 24/7 English/Spanish hotline at 212-714-1141 and get support. If calling is not safe but email is possible, make a report at avp.org/get-help and leave safe contact information, and someone will reach out.