A studio executive labeled Justin Baldoni an “idiot” after he allegedly hinted at rape during an interview promoting the 2024 film It Ends With Us.
According to recently unsealed documents in Baldoni and Blake Lively’s legal battle, Sony Pictures Entertainment senior marketing executive Danny McGuinn allegedly sent an email summoning Baldoni on August 5, 2024.
“…Justin is essentially implying that Atlas will be ‘raped’ by Lily while speaking to The Dallas Morning News,” McGinn wrote, referring to Brandon Skrenner and Lively’s respective characters in the domestic violence-themed film.
McGinn reportedly added, “He cut the ribbon, but he’s an idiot.”
McGinn went on to claim that then-president of Sony Pictures’ Motion Group, Josh Greenstein, told Baldoni, “We shouldn’t report on it any further, but we still have a lot of work to do, so maybe we can talk as soon as possible.”
The email also allegedly shows McGinn quoting portions of Baldoni’s interview and referring to a scene in which Lively’s character is physically assaulted by her character Lyle.
“What made that scene more important to me was that Lyle felt like he had lost all of his power and was so insecure and jealous that in his mind, the only way he could show her how much he loved her was, um, I won’t say the words that I used when developing it, but essentially it was to force the love that she had for Atlas out of her,” he reportedly told an interviewer.
According to McGinn’s email, Baldoni continued, “So Lyle’s motivation, from a filmmaking standpoint and an actor’s standpoint, the character’s motivation, or why he did what he did, was, um, in his twisted mind, trying to get Atlas out of her. There’s another word that we used, but I’m sure your imagination can take you there.”
According to Lively’s suit, the film’s distributor, Sony, put together a marketing plan that told the actors to “avoid any sad or heavy stories about this film. This is a story of hope.”
The actors were reportedly told to “focus more on Lily’s strength and resilience, rather than describing the film as a story about domestic violence.”
The “Gossip Girl” alum’s attorneys argued that Baldoni violated those guidelines.
“In the days leading up to the film’s release, Mr. Baldoni suddenly withdrew from the film’s marketing plans and from the types of promotional activities in which he had previously participated,” the filing states.
But Baldoni, who directed and starred in the film, claimed through his lawyer in a recently dismissed countersuit that he never “agreed to” the plan.
“Despite much resistance from the film’s distributors, Baldoni made it clear from day one that he was making this film to raise awareness about domestic violence and would not refrain from doing so when promoting the film. Baldoni has not ‘turned rogue,’ as Lively claims,” the team asserted.
Lively was notorious for being “tone-deaf” because she didn’t focus on the topic of domestic violence when promoting her films, instead discussing her hair products and floral outfits.
The “A Simple Favor” star defended herself by explaining that her character is more than “just a victim.”
“She’s not just a survivor, she’s not just a victim, and that’s important, but that’s not her identity,” Lively said about her character on her Instagram Story in August 2024.
She further added that Lily “is not defined by what anyone did to her or what happened to her, even if there were multiple events.”
“She’s defining herself, and I think that’s very empowering. … No one else can define you. No experience can define you. It’s you who define you.”
Lively described the film as “a story of women’s experiences,” adding, “The highs of highs, the lows of lows and everything. And we’re so proud of this film.”
She then posted a link to a domestic violence hotline.
Lively sued Baldoni in December 2024, alleging sexual harassment, but Lively denied the allegations and countersued her and her husband, Ryan Reynolds, for defamation.
He also sued the New York Times for defamation after it reported on the lawsuit against Lively.
A judge dismissed both of Baldoni’s counterclaims in June 2025, but the legal battle against Lively and the actor is still ongoing.
A representative for Badoni did not immediately respond to Page Six’s request for comment.
If you or someone you know is affected by any of the issues raised in this article, please call the National Domestic Violence Hotline at 1-800-799-SAFE (7233) or text START to 88788.
If you or someone you know is affected by any of the issues raised in this article, please call our Sexual Assault Hotline at 1-800-330-0226.
