Colleen Hoover’s bestselling novel-turned-film adaptation “It Ends With Us” is stirring controversy ahead of its opening weekend, with online sleuths speculating over alleged behind-the-scenes drama between cast members.
The book, which Hoover said was inspired by her parents’ abusive marriage, became a global cultural phenomenon after blowing up on BookTok, the active literary community on TikTok. Videos using the hashtag of the title have garnered more than 2 billion views. The book itself has been translated and published in 43 languages.
The story follows Lily Bloom, played by Blake Lively, and her abusive relationship with a neurosurgeon named Ryle Kincaid, played by Justin Baldoni. Baldoni optioned the film in 2019 with Wayfarer Studios, and later signed on to direct and star in it. Lively also serves as a producer. Brandon Sklenar stars as Atlas Corrigan, Lily’s high school boyfriend who reappears as she begins to question her romance with Ryle.
Hoover’s millions of fans have been counting down the days for the adaptation, which made $7 million at the box office in Thursday previews and is projected to make $25 million to $35 million this weekend, according to Variety.
But the excitement has been coupled with a flurry of rumors that have spread on TikTok, Reddit and X. Online, fans have increasingly gone viral for theorizing over dynamics behind-the-scenes between stars — picking apart various interviews, red carpet interactions, body language and more. The press tour for “It Ends With Us” is drawing comparisons to 2022’s “Don’t Worry Darling,” which starred Harry Styles, because of the rumors that circulated amid a highly scrutinized rollout.
The fan theories around the alleged drama largely stem from the fact that Baldoni — who has a prominent role both on and off screen with the film — has seemingly been doing press separately from the rest of the cast. And while he follows Lively and cast member Jenny Slate on Instagram, neither follow Baldoni.
Representatives for Baldoni, Lively and Hoover did not immediately respond to requests for comment. A spokesperson for Sony Pictures, which is releasing the film, also did not immediately respond.
In a recent interview with “TODAY,” Baldoni praised Lively. “You can’t summarize Blake’s contribution in a sentence, because her energy and imprint is all over the movie and really, really made the film better, and from beginning to end,” he said. Lively appears to not have mentioned Baldoni in the majority of her interviews.
Here’s a look at all the viral, unverified speculation.
Red carpet premiere draws scrutiny
It is typical for co-stars — particularly those who play each other’s love interests — to pose together in photos on the carpet to help with the film’s promotion.
While Lively took photos with her husband, Ryan Reynolds, and her other co-stars at the New York City premiere this week, many fans online pointed out Baldoni only appeared in red carpet photos with his wife, Emily Baldoni.
Slate, who plays Ryle’s sister and Lily’s friend Allysa in the film, also drew scrutiny from fans after a clip of her red carpet interview with Deadline circulated online.
When asked about Baldoni being both director and actor, Slate said, “I mean, what an intense job to do so many things. I just found it to be something, like, ‘Wow, I really just want to have one job at once.’”
She continued to talk about enjoying her job as a writer and how she prefers to do one job at a time. “I was looking around like, ‘Yeah, I’m good with just acting,’” Slate said.”I really — I love it. I just want to do it.”
Slate did not immediately respond to a request for comment.
On TikTok and X, some fans suggested Slate’s comment indicated that there was some kind of disagreement behind the scenes due to Baldoni wearing multiple hats on set.
In his interview with “TODAY,” Baldoni said that he’s a “best idea wins” kind of guy and that people sometimes wonder “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. I don’t believe that inspiration or creativity comes through one person.”
Fans confused about Ryan Reynolds’ apparent involvement
Some fans speculated that Baldoni and Lively’s alleged spat could be related to Reynolds and his involvement in the project.
The “Deadpool” actor, who married Lively in 2012, helped with dialogue in a scene that takes place early in the film on a rooftop where Lily and Ryle meet, according to Lively.
“The iconic rooftop scene, my husband actually wrote it,” Lively told E! during a red carpet interview. “Nobody knows that but you now.”
“We help each other,” Lively added. “He works on everything I do. I work on everything he does. So his wins, his celebrations are mine and mine are his.”
Christy Hall is credited as the film’s screenwriter on IMDb, alongside Hoover. When asked by People magazine about Reynolds’ hand in writing the scene, it appeared she didn’t know he had helped.
“There were a couple of little things that I thought had been improvised,” Hall told the publication. “Like when he says, ‘Pretty please with a cherry on top,’ and she talks about the maraschino cherries. When I saw a cut I was like, ‘Oh, that’s cute. That must have been a cute improvised thing.’ So if I’m being told that Ryan wrote that, then great, how wonderful.”
Hall did not immediately respond to a request for comment.
Some online were also critical of Reynolds and Lively, saying their press around the film focused more on each other and their projects, taking away from the film’s central topic: domestic violence.
When speaking with “TODAY,” Baldoni praised Reynolds. “Ryan was so generous … he’s a creative genius, that guy,” he said.
When asked if he’d work with the couple again, he said, “If they’d have me.”
A spokesperson for Reynolds also did not immediately respond to request for comment.
Speculation that it could all be a press stunt
On some posts on the official “It Ends With Us” Instagram page, fans have asked in the comments why there seems to be such distance between Baldoni and the rest of the cast.
In some recent previous promotional events, Baldoni has also appeared to be absent. In June, Baldoni had posted on Instagram that he had been hospitalized for a week after getting an infection. On social media, Baldoni has been in some Instagram promotional content — but is usually seen alongside Hoover.
Some have suggested that because Baldoni’s character Ryle is an abuser and unlikeable, keeping the actor-director on the sidelines could be part of a marketing ploy.
Others have wondered if the rumored drama and speculation online has been part of the marketing for the film, even suggesting it could boost Reynolds’ “Deadpool & Wolverine” theatrical run as well.
When asked about whether he’d be interested in directing a sequel, Baldoni told ” Entertainment Tonight,” “I think that there are better people for that one.”
“I think Blake Lively’s ready to direct,” he said. “That’s what I think.”
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