Synopsis
A New York federal judge has unsealed more than 60 emails and texts showing behind-the-scenes communications of the ongoing legal dispute between Blake Lively and Justin Baldoni. The documents emphasized crisis management, social media planning, and attempts to impact public perception around the release of It Ends With Us.
Global Desk A New York federal judge has unsealed over 60 emails and text messages that lie at the center of the ongoing legal dispute connected to actress Blake Lively and her It Ends With Us co-star and director, Justin Baldoni. The newly released communications shed light on behind-the-scenes attempts involving crisis management and efforts to impact public perception surrounding the movie release.
What does the documents reveal? The unsealed documents cited that Baldoni’s team had engaged a crisis management firm to oversee public messaging about the film’s release. Internal discussions reportedly reveal that the plan was made to protect the film’s reputation and handle the fallout from Lively’s public remarks.
Interestingly, the emails also show that the well-defined strategy was ultimately considered unnecessary, as organic criticism and digital discussion had already started circulating naturally. Still, the documents expose careful coordination, raising questions about the tactics used to shape celebrity narratives.
Emails reveal social media strategy Among the unsealed documents is an August 2024 email received by Page Six, in which Baldoni’s publicist, Melissa Nathan, introduced his Wayfarer Studios business partner, Jamey Heath, to social media expert Jed Wallace. Wallace, a PR contractor and owner of Street Relations, had a LinkedIn profile that described him as a “hired gun” with a “proprietary formula for defining artists and trends.”
Nathan cited, “Please meet Jed who will be having his team assist on all social activity based off our own conversations as well as their digital plan you are in receipt of.” She also noted that Wallace was “aware” that Nathan and her PR company, The Agency Group (TAG), would be “going for their Quote two option for $30,000 PM for 3 months.” She emphasized that Wallace and his team had “worked on some of the most m
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