The fallout from the It Ends With Us press tour was apparently even more dramatic behind the scenes than it was on our social media feeds. New legal documents obtained by Us Weekly on Tuesday, May , suggest that Blake Lively’s professional reputation took a hit with major corporate partners as the public feud between her and co-star Justin Baldoni reached a boiling point.
According to the uncovered files, which were part of a settlement between the two stars, companies became “spooked” by the negative headlines surrounding the -year-old actress. The documents specifically highlight concerns from executives regarding Lively’s alcohol brand, Betty Booze, following the film’s release in late .
A “Negative Taste” in Retail
One of the most eye-opening revelations comes from a September internal email within Betty Booze. The correspondence detailed a phone call with a representative from Kroger, the massive supermarket chain that stocks Lively’s product line.
“I just got off the phone with the SGWS Kroger VP, and the first thing he mentioned to me was that Betty Booze was just discussed,” the email read. It went on to state that there was a “negative taste in Kroger’s mouth” based on an interview Lively gave during the movie’s promotion. The retailer reportedly told her team they would be “closely monitoring sales” and were wondering what the actress would do to “course correct and make things right with her audience.”
While the email didn’t name the specific interview, fans will remember the viral backlash Lively faced on platforms like TikTok and X (formerly Twitter) for her lighthearted tone during press junkets for a film that dealt with the heavy subject of domestic violence.
Companies Get “Spooked”
Kroger wasn’t the only partner feeling uneasy. The legal documents also included a text message allegedly sent by the VP of Food & Beverage at Princess Cruises.
“By the way our legal ethics and compliance committee board spooked with Blake !!!” the text message read. Though the executive noted they were “working things out,” the message underscored a growing trend of corporate anxiety surrounding the Gossip Girl alum’s brand.
Lively’s legal team argued that the “negative PR” had a tangible impact on her business, claiming Betty Booze was “forced to go dark” on social media to avoid the firestorm. The documents alleged that “overwhelmingly positive” engagement on Instagram suddenly shifted into a wave of “negative comments,” and follower growth was effectively “held back” by the controversy.
The $ Million Battle Ends
These documents were originally intended as evidence in Lively’s case against Baldoni, . In her December filing, she accused him of creating a “smear campaign” against her, as well as alleging a hostile work environment. Baldoni, who played Ryle in the film and also directed it, strongly denied the claims and even filed his own $ million countersuit, which ultimately failed.
The two had been locked in a fierce legal war, with Lively’s team claiming she suffered a staggering $ million in damages. Baldoni, meanwhile, had criticized Lively’s promotional tactics, even calling out a drink named “Ryle Can Wait” at the film’s afterparty as “harmful and irresponsible.”
A Final Settlement
Despite the intense back-and-forth, the pair managed to avoid a messy trial. In a joint statement released on Monday, May —just four days before they were set to face off in a New York City courtroom—attorneys for both stars confirmed a settlement had been reached.
“The end product – the movie It Ends With Us – is a source of pride to all of us who worked to bring it to life,” the statement read. “Raising awareness, and making a meaningful impact in the lives of domestic violence survivors – and all survivors – is a goal that we stand behind.”
The statement also noted that “concerns raised by Ms. Lively deserved to be heard,” signaling an end to the public discord that has captivated the internet for months. As both stars move forward, the industry will be watching to see if the “spooked” retailers return to the fold now that the legal drama is officially in the rearview mirror.
If you or someone you know are experiencing domestic violence, please call the National Domestic Violence Hotline at — for confidential support.
