Justin Baldoni Hires Crisis PR Manager Melissa Nathan Ahead of ‘It Ends With Us’ Release

Justin Baldoni has hired Crisis PR manager Melissa Nathan amid the release of We end updapted from Colleen Hoover’s 2016 bestseller, Hollywood Reporter I have learned.

The news comes days after TikTok was flooded with speculation about an alleged rift between Baldoni and his cast and crew, including co-star and producer Blake Lively, as well as Hoover. The chatter intensified when fans noticed Baldoni’s absence from joint press events and the lack of group photos of Lively and Baldoni together at the New York premiere on Aug. 6. Some also pointed out that Lively, Hoover, and the rest of the cast don’t follow Baldoni on Instagram (though he does follow them).

Nathan launched The Agency Group earlier this summer after spending nearly a decade working with leading crisis strategist Matthew Hiltzik. Her New York-based firm specializes in communications, crisis management, reputation management, personal publicity and digital team services across the entertainment industry. Among the clients she has joined from Hiltzik Strategies is Johnny Depp, whom she represented during the Amber Heard trial.

Sources said Rich There was a disagreement between Baldoni and Lively in post-production, with two different versions of the film emerging. Lively assigned editor Shane Reed, who had been an editor at Deadpool and WolverineAccording to multiple sources, it was unclear whether any of these pieces were ultimately used in the final project, which was attributed to editors Una Flaherty and Robert Sullivan.

The Agency Group’s appointment comes as Baldoni has been the subject of negative headlines over allegations that he made Lively feel uncomfortable on set.

During promotions and interviews last week, Baldoni was candid about Lively’s creative contribution to the film. The director also said that he stepped back at times during filming to let women take charge, given that the film is told from a woman’s perspective and focuses on the sensitive issue of domestic violence.

We end upThe film, produced by Wayfarer Studios, which is run by Baldoni and Jamie Heath, was released by Sony Pictures Entertainment over the weekend. It has surpassed all exceptions, grossing $50 million domestically and $80 million worldwide against a $25 million budget. Wayfarer Studios is backed by Steve Sarowitz. Baldoni and Sarowitz are members of the Baha’i faith.