Internal emails from Sony Pictures show a senior marketing executive referred to Justin Baldoni as a “moron” over comments he made about a sensitive scene while promoting It Ends With Us, underscoring behind-the-scenes tension amid the ongoing legal dispute with Blake Lively.
In a revealing twist to the ongoing It Ends With Us controversy, internal studio communications have surfaced showing that actor-director Justin Baldoni was labelled a “moron” by a senior marketing executive at Sony Pictures Entertainment over comments he made in a promotional interview for the film, as reported by People.
The emails were unsealed as part of legal filings in the high-profile
lawsuit between Baldoni and costar Blake Lively. In one message dated August 5, 2024, Danni Maggin, a senior marketing executive, reportedly criticised Baldoni’s comments about a pivotal and sensitive scene in the film. According to the email, Baldoni, while describing the emotional motivations of his character Ryle, said that the character’s actions were meant “to force any love she had for Atlas out of her.” The marketing team interpreted that phrasing as alluding to rape, leading Maggin to write, “…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 also suggested Michael Josh Greenstein, then-president of Sony Pictures’ Motion Group, weighed in by saying Baldoni “shouldn’t do any more press”, but that discussions were ongoing about how to handle his remaining promotional commitments.
Behind the promotional dispute
It Ends With Us was marketed as a story of hope and resilience, focusing on the strength of the protagonist rather than its heavy subject matter. Internal promotional guidelines reportedly advised talent to _“_avoid talking about this film that makes it feel sad or heavy — it’s a story of hope,” and to instead emphasise the character “Lily’s strength and resilience as opposed to describing the film as a story about domestic violence.”
Baldoni’s team later countered that he did not stray from the agreed-upon plan but that he believed addressing the film’s core themes, including domestic violence, was essential and intentional. This difference in approach between creative and marketing teams appears to have fed into the studio’s frustration reflected in the email.
Context of the legal battle
The email exchange emerged against the backdrop of an increasingly complex legal dispute. In December 2024,
Blake Lively filed a lawsuit against Baldoni and his production company, Wayfarer Studios, alleging sexual harassment and a retaliatory smear campaign related to their work on It Ends With Us. Baldoni denied the allegations and filed a countersuit alleging defamation, which was later dismissed. The trial is now scheduled for May 2026.
Previously unsealed communications have also shown other sharp criticisms among studio personnel. For example, a Sony executive reportedly referred to Lively as a “f—ing terrorist” in relation to disputes over demands she made during production.
Public versus private sentiments
While the internal emails paint a picture of tension and exasperation within the studio’s marketing ranks, Sony publicly backed Lively after the film’s premiere. At the time, Sony’s then-chair and CEO Tony Vinciquerra said, “Blake’s passion and commitment to advancing the conversation around domestic violence is commend. We love working with Blake, and we want to do 12 more movies with her.”
The contrast between private criticism and public endorsement highlights the challenges studios often face in balancing internal disagreements with front-facing promotional strategies, especially for films dealing with sensitive real-world issues.
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