Justin Baldoni has hired crisis PR veteran Melissa Nathan amid the release of his new film It Ends With Us, Us Weekly has learned.
Nathan launched her firm, The Agency Group, earlier this summer after nearly a decade working for leading crisis strategist Matthew Hiltzik. She and her company specialize in communications, crisis, reputation management, personal publicity and digital team services across the entertainment industry.
The news comes amid online speculation of a rift between Baldoni and his It Ends With Us costar Blake Lively. In recent days, fans have pointed out that Baldoni has been removed from much of the movie’s promotion and was noticeably absent for cast photos during the New York City premiere on August 6. Some also noted that neither Lively, 36, nor the rest of the cast, follow Baldoni on social media, though he follows them.
Earlier this week, sources told The Hollywood Reporter that Baldoni, who also directed the film, and Lively, who serves as a producer, had a falling out in the post-production stage when two different cuts of the movie emerged. Lively reportedly commissioned a cut of the movie from Deadpool & Wolverine editor Shane Reid, although it’s unknown which edit made the final cut. Other outlets, meanwhile, have reported that Baldoni allegedly made Lively “uncomfortable” while on set.
While neither Baldoni nor Lively have spoken out about the feud rumors, Baldoni told Entertainment Tonight at the NYC premiere that he likely wouldn’t return to direct the sequel. “I think there are better people for that one,” he told the outlet before suggesting Lively should take the reins. “I think Blake Lively is ready to direct. That’s what I think.”
Baldoni has, however, also continued to gush over Lively while promoting the film. During a conversation with Entertainment Weekly earlier this month, he praised the Gossip Girl alum for being involved in “every aspect” of the movie “from scenes and dialogue until the end, until now.”
“She’s been involved in all of it, and she’s been a powerhouse of a creative and a wonderful collaborator,” he told the outlet. When it came time to shoot the more difficult scenes of abuse, Baldoni said Lively was a helpful guide when he found himself challenged with balancing his roles as actor and director.
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