If you’ve been scrolling through TikTok or refreshing Variety over the last year, you know the vibe. The It Ends With Us press tour was, well, a disaster. But while everyone was busy dissecting why Blake Lively and Justin Baldoni didn't stand together for a single photo, something much more aggressive was happening in the background. Baldoni didn't just hire a publicist. He hired Bryan Freedman.
In Hollywood, that’s basically like calling in a tactical strike team.
Honestly, when you see the name Bryan Freedman pop up next to a celebrity’s name, it usually means the "polite conversation" phase of a dispute is officially dead. This isn't just about creative differences over a movie edit anymore. It’s about millions of dollars, reputation destruction, and the kind of legal maneuvering that makes Succession look like a kids' show.
Who Exactly is Bryan Freedman?
Let’s get one thing straight: Bryan Freedman isn't your average "I’ll look over your contract" lawyer. He’s a fixer. A "troubleshooter." The Hollywood Reporter puts him on their most-feared lists for a reason.
If you’re a network executive and you get a call from Freedman, you’re probably having a bad Tuesday. He’s the guy who represented Tucker Carlson, Don Lemon, and Megyn Kelly when they were booted from their networks. He’s also the guy who went after the Recording Academy for Deborah Dugan. Basically, if there’s a high-stakes, "scorched earth" battle brewing, Freedman is likely the one holding the match.
By the time Justin Baldoni brought him on, the narrative around It Ends With Us had already turned toxic. You had rumors of fat-shaming, claims of a "hostile work environment," and a very public rift between the director and his leading lady. Baldoni wasn't just defending his character; he was defending his entire career.
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The Justin Baldoni Situation Exploded
It’s kinda wild how fast things went south. One minute, Baldoni and Lively are filming a movie based on a beloved Colleen Hoover book. The next, they’re embroiled in a $400 million legal war.
In late 2024, the situation hit a boiling point. Lively filed a complaint alleging sexual harassment and a coordinated smear campaign. Baldoni, through his legal counsel (hi, Bryan), fired back. He didn't just deny it. He sued the New York Times for $250 million, claiming they pushed a "self-serving narrative" that favored Lively.
Then came the "nuclear option."
In early 2025, Baldoni’s team filed a massive countersuit against Lively, Ryan Reynolds, and their publicist. They alleged extortion and defamation. They even tried to subpoena Taylor Swift. Yeah, Taylor Swift. The logic? Baldoni claimed Lively used her high-profile friendships to coerce him into giving up creative control of the film.
It was a bold move. Maybe too bold.
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Why This Partnership Mattered
You have to look at the power dynamics here. On one side, you have the "Royal Family of Hollywood"—Blake Lively and Ryan Reynolds. They have the PR machine, the A-list friends, and the public's general adoration.
Baldoni was the underdog. Even though he directed the film and his company, Wayfarer Studios, produced it, he was being treated like an outsider on his own project. During the New York premiere, he was reportedly barred from the main after-party. He was taking photos in a separate theater while the rest of the cast celebrated.
Hiring Bryan Freedman was Baldoni’s way of saying he wasn't going to be bullied out of the industry.
Freedman’s strategy is often to be as loud and aggressive as the opposition. He doesn't just play defense. He goes on the offensive to shift the leverage. By suing the New York Times and targeting Reynolds, the team was trying to show that they had receipts. They wanted to prove that the "villain" narrative was manufactured.
The Twist Nobody Saw Coming
The drama took a weirdly meta turn in late 2025. While Freedman was fighting for Baldoni, he actually got sued himself.
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The estate of a writer named Travis Michael Flores filed a malpractice suit against Freedman. The irony? Flores had previously sued Baldoni and Wayfarer years ago, claiming they ripped off his script for the movie Five Feet Apart. At the time, Freedman was actually the lawyer representing Flores against Baldoni.
Now, Freedman is the guy defending Baldoni.
The estate basically said, "Wait a minute, you’re using what you learned about our case to help the guy we sued?" Freedman denied any wrongdoing, saying he learned what "great people" Baldoni and his team were during that previous settlement. But in the world of high-stakes litigation, it was just another layer of messiness.
What’s Actually Happening Now?
As of early 2026, the dust hasn't exactly settled, but the legal landscape has shifted.
- Dismissals: A lot of the more "theatrical" lawsuits—like the ones against the New York Times—were eventually dismissed or dropped.
- Trial Dates: The core battle between Lively and Baldoni is still heading toward a courtroom. There's a trial date set for May 2026.
- PR Fallout: Baldoni was dropped by WME (his agency) shortly after the scandal peaked, which shows that even with a powerhouse lawyer, the "court of public opinion" is hard to beat.
- Creative Control: The battle over who "actually" made It Ends With Us continues to haunt the film’s legacy, despite its massive box office success.
Actionable Insights: Lessons from the Chaos
If you’re ever in a situation where you need to hire a "troubleshooter" like Bryan Freedman, you’re already in deep. But there are things we can learn from this Hollywood meltdown.
- Contracts are everything. The whole "creative control" battle happened because of vague language or power plays during the editing process. If you're a creator, make sure your "final cut" rights are ironclad.
- PR is a double-edged sword. Trying to "win" a narrative through leaks and smear campaigns (as both sides accused the other of doing) usually just makes everyone look bad.
- Hire for the fight you’re in. Baldoni didn't hire a divorce lawyer or a corporate clerk. He hired a litigator known for handling network ousters and celebrity crises. Match the lawyer to the level of the threat.
- The Internet never forgets. Every leaked text, every "on-set source" quote, and every red carpet snub is now a permanent part of the digital record.
At the end of the day, the Bryan Freedman Justin Baldoni partnership was born out of necessity. It was a move to survive a PR hurricane that threatened to end a career. Whether it worked remains to be seen in the May 2026 trial, but one thing is for sure: Hollywood won't be forgetting this legal battle anytime soon.
Keep an eye on the court filings in the Southern District of New York. That's where the next chapter of this saga will be written, far away from the floral dresses and book tours.