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Newly revealed internal communications from Blake Lively's business circle suggest companies became increasingly hesitant to engage with the actress during her high-profile dispute with Justin Baldoni tied to It Ends With Us.
Documents that surfaced this week detail conversations among team members at Lively's beverage label, Betty Booze, indicating that multiple corporate partners were concerned about the reputational fallout linked to the controversy surrounding the film's rollout.
In one September 2024 email, a staff member recounted a call with an executive affiliated with Kroger, a major U.S. grocery chain that carries the brand. According to the message, the executive immediately raised concerns about negative perceptions stemming from Lively's press appearances and noted the retailer would be closely watching how the product performed in stores.
The same correspondence suggested expectations of a potential dip in sales, alongside questions about how Lively might address public sentiment and rebuild trust with consumers. The internal tone emphasized urgency, with team members discussing the need to respond proactively to shifting audience reactions.
Additional messages pointed to unease beyond grocery retail. In a separate text exchange, a representative connected to Princess Cruises reportedly shared that internal oversight teams had grown wary of the situation, describing leadership as unsettled by the surrounding headlines.
Another communication from late August 2024 referenced a possible collaboration with Brightline, a passenger rail company, being paused. The message indicated the partner preferred to delay involvement until public discussion around Lively had quieted.
These materials were reportedly compiled as part of Lively's broader legal argument that the dispute caused measurable harm to her business ventures and public image. She previously alleged that Baldoni engaged in actions that fueled negative coverage, claims he denied throughout the legal proceedings.
Earlier this week, both parties confirmed they had reached a settlement just days before the case was scheduled for trial. In a joint statement, they described the film as a meaningful project and reiterated their shared intention to support awareness efforts around domestic violence.
