Justin Baldoni faces backlash over rape comments in 'It Ends With Us' interview

Justin Baldoni was criticised as a "fool" by a studio executive for comments he supposedly made during an interview while promoting It Ends With Us.

An email reportedly sent by Danni Maggin, senior marketing executive at Sony Pictures Entertainment on August 5, 2024, highlights concerns over Baldoni’s comments in one interview.

"... Justin is basically alluding to 'raping' Atlas out of Lily when talking to the Dallas Morning News. We cut the tape but he is a moron," Maggin wrote in the email, recently unsealed as part of Blake Lively's ongoing legal battle with Baldoni.

Maggin apparently mentioned Josh Greenstein, the then-president of Sony Pictures’ Motion Group, claiming Greenstein suggested that Baldoni, aged 42, "should refrain from further publicity activities, though he has many upcoming, so let's discuss this promptly."

Within the revealed email, Maggin quoted Baldoni's alleged interview remarks, concerning a scene where his character Ryle assaults Lily, played by Lively in the movie.

Behind the scenes, there appeared to be contrasting views on how to market It Ends With Us, a romance drama centered on domestic abuse issues.

A marketing strategy from Sony, the film's distributor, included in Lively's lawsuit advised the cast to "steer clear of talking about the movie in a way that feels gloomy or severe—this is a hopeful narrative."

The promotional guide suggested, "Emphasise Lily's fortitude and perseverance instead of presenting the film as a domestic violence story."

Lively's legal team claimed in her lawsuit that Baldoni went against these agreed-upon guidelines: "Leading up to the Film’s release, Mr. Baldoni abruptly deviated from the Film’s Marketing Plan and the kind of publicity activities he had previously engaged in."

However, Baldoni's lawyers argued in his now-dismissed countersuit that such a plan was "never the agreement Baldoni consented to."

Lively initiated a lawsuit against Baldoni in December 2024, charging him with sexual misconduct and retaliation, which he denies. Their court case is set for May 2026.