The release of “It Ends With Us” sparked controversy during its promotional tour, resulting in a chaotic media environment. This situation has now been central to a legal action initiated by actress Blake Lively, who claims that she became the target of a smear campaign coinciding with the film’s debut.

Recently, Lively accused her co-star and director Justin Baldoni of sexual harassment, alleging that he orchestrated a retaliatory smear campaign in response. According to Lively’s attorneys, Baldoni aimed to “destroy” her career while attempting to keep his own alleged misconduct hidden. YSL News has reached out to Baldoni’s representative, Bryan Freedman, for a statement.

The lawsuit claims endorsing false opinions online, referred to as “astroturfing,” has left fans and readers questioning the authenticity of the narratives surrounding Hollywood celebrities. Baldoni reportedly employed crisis PR strategist Melissa Nathan of The Agency Group to manage the situation, alongside veteran publicist Jennifer Abel, who is mentioned in the lawsuit.

After learning about the allegations, one individual expressed on X, “This Blake Lively situation has made me afraid of how easily we can be manipulated.” Another added, “It’s alarming how we can be influenced so profoundly that it makes you doubt your own beliefs.”

This isn’t the first instance of collective online disdain towards a celebrity, reflecting the intense impacts of social media and fandom culture. Shana Redmond, an English and comparative literature professor at Columbia University, previously stated to YSL News, “It’s crucial not to hold celebrities to unattainable standards, as they are inherently flawed individuals just like everyone else. What we perceive on social media is merely a fraction of their true selves.”

Understanding Astroturfing

The term “astroturfing” is defined in the lawsuit as the act of generating opinions or comments online or in media that seem to originate from everyday citizens but are actually orchestrated by a specific company or political group.

The complaint details multiple occasions where Baldoni’s teams sought to influence the narrative in his favor. Evidence includes a conversation between Abel and Nathan following a Daily Mail piece titled, “Is Blake Lively set to be CANCELLED? String of ‘hard to watch’ videos surface after ‘tone-deaf’ Q&A to promote ‘It Ends With Us.’”

“You really nailed this piece,” Abel commented, to which Nathan replied, “That’s why you hired me, right? I’m the best.”

Additionally, the lawsuit claims Abel collaborated with Melissa Nathan’s sister, Sara Nathan, an editor at the New York Post, to create negative press, including a piece in the tabloid Page Six with the headline, “Blake Lively approved the final cut of ‘It Ends With Us’ amid tensions with co-star director Justin Baldoni.”

The filing indicates Abel stated, “He wants her to feel like she can be destroyed,” to which Melissa Nathan responded, “We can bury anyone.” In another instance, Baldoni sent Abel a social media thread that accused Hailey Bieber of bullying, stating, “This is the kind of narrative we need.”

The Use of Fan Manipulation

The accusations in Lively’s lawsuit have left fans questioning whether they have been misled in the past. When online communities lean towards supporting one celebrity over another, fans wonder if their personal views were actually swayed by external influences.

This situation recalls the publicized court battle between Johnny Depp and Amber Heard, where Depp won his defamation lawsuit while Heard secured a partial victory on her counterclaim. Both parties alleged abuse, and social media users on platforms like TikTok sought clarity, often portraying Heard negatively.

She expressed on NBC News in response to Lively’s situation: “Social media epitomizes the saying ‘A lie travels halfway around the world before truth can put on its boots.’ I witnessed this firsthand, and it’s as alarming as it is damaging.”

Moreover, the viral nature of social media platforms can amplify dubious content, fostering unhealthy levels of obsession among fans.

“‘Stan culture’ reaches a different intensity now that a celebrity can be accessed at any moment,” Redmond noted.

Justin Baldoni’s Complicating History

Baldoni has long held a reputation in Hollywood as a vocal advocate against violence towards women and the toxic traits associated with traditional masculinity.

The entertainment world faced significant turmoil during the height of the #MeToo movement almost ten years ago.

He is the co-host of the podcast “Man Enough,” which received a Webby Award nomination, alongside writer Liz Plank. The podcast aims to be “a safe space for diverse viewpoints” to openly discuss masculinity.

In his Instagram bio, he emphasizes the importance of preventing domestic violence. Earlier this month, he was honored with the 2024 Voices of Solidarity Award by Vital Voices, a Washington-based non-profit organization focused on combating sexual and domestic violence.

“When public figures reveal themselves to be different from our expectations, disappointment is only natural,” Redmond explains. “This is a frequent occurrence as we are continually bombarded with new media designed to attract our interest and make us fall for someone.”

Remarks from Blake Lively and Justin Baldoni

Lively accuses Baldoni of engaging in predatory and sexual behavior, stating in her complaint that she and others involved in “It Ends With Us” faced unwelcome, invasive, unprofessional, and sexually inappropriate conduct from him.

In a response to The New York Times, Freedman described Lively’s assertions as “entirely false, outrageous, and sensationalized with the intent to harm publicly and revive a narrative in the media.” He mentioned that Baldoni’s production company, Wayfarer Studios, “only reacted to incoming media inquiries to promote balanced and accurate reporting and monitored social media activity.”

As the situation unfolds in the public spotlight, Lively has found support from at least one influencer whose opinion is likely significant to the film’s largest fans: Colleen Hoover, the author of “It Ends With Us.” In a recent Instagram story, she expressed: “@blakelively, you have always been honest, kind, supportive, and patient since our first meeting. Thank you for being your genuine self. Stay true to who you are.”

This story has been updated with new details.