The box office hit 'It Ends With Us' has been overshadowed by escalating tensions between lead actors Blake Lively and Justin Baldoni, who also directed the film. Lively has accused Baldoni of fat-shaming and inappropriate on-set behavior, including prolonged kissing scenes, which he denies. The controversy has divided the cast and crew, with reports of separate press tours and mutual Instagram unfollows, further fueling speculation. Despite the drama, Brandon Sklenar, who plays another lead role, praised Baldoni's management on set. Meanwhile, Lively has been criticized for promoting her personal brands during the film’s promotion, which some fans found tone-deaf given the movie's themes of domestic violence. Both actors have hired crisis PR managers, indicating they anticipate a tough public relations battle ahead.