Blake Lively criticized by Sony executives for the timing of her hair care launch

January 22, 2026

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Blake Lively criticized by Sony executives for the timing of her hair care launch

New court documents shed light on what some Sony executives may think about the ongoing cases It ends with us legal drama.

According to unsealed court documents obtained by We weekly On Wednesday, January 21, several Sony executives privately noted that negative publicity was circulating Blake Lively could be the result of her own behavior.

Court documents claim Sony is president Sanford Panitch wrote in August 2024 that “selling hair at the same time was epic level stupid”, referring to Lively’s Blake Brown line.

“She wouldn’t listen. She knows better,” Panitch continued. “She did it to herself, if she just let it happen.” [Justin Baldoni] had come to the premiere or not had the entire cast unfollowed or kicked him out of the movie and done what everyone in show business has ever done for time and remembrance, which is “protect the show,” then none of the detective work would have happened.

In a separate note, Sony CEO says Tom Rothman reportedly noted that while Lively, 38, didn’t “deserve” the backlash she received on social media, “she owed it all to herself by refusing to listen to advice… and by selling her products.”

Lively launched Blake Brown Instagram while on the It ends with us Busy tour. Entertainment weekly previously reported that the launch was never intended to coincide with the It ends with us premiere. However, the film was pushed back several months, just a few days before Lively’s planned haircare debut.

In another note, Tahra Grant – the Executive VP and Chief Communications Officer at Sony – reportedly wrote in August 2024 that Lively “orchestrated all this drama in a totally clumsy and amateurish way (and actually threatened…Sony) and is now angry that it has backfired on her.”

Others at Sony, however, seemed impressed with Lively and its success It ends with us.

Blake Lively criticized by Sony executives for selling hair care products as this drama ends before us — Blake Lively Nicole Rivelli / Sony Pictures Release / Courtesy of Everett Collection

In a statement unveiled on Tuesday, January 20, Sony Motion Picture Group president said Josh Greenstein said he believed It ends with us edit Lively worked on was “a stronger version.”

“All she cared about was greatness,” Greenstein is reported to have said. “I was incredibly impressed that – especially when I saw everything that she did in terms of editing the film and marketing the film, that she took – her creativity, a – like an OK campaign and took it to the next level.”

Court documents also revealed alleged text messages between Lively and Sony executives Creepy Giannetti on August 11, 2024, days after the film was released.

“Blake 50 million dollars!! Your blood sweat is tearing the hearts and souls of brilliant smart people apart in every frame,” Giannetti wrote in celebrating the box office numbers. “My God. It’s unbelievable. Thank you 50 million times and it’s only Saturday night.”

Lively co-starred with Baldoni, 41, in the 2024 film It ends with usbased on author Colleen Hoover‘s book of the same name.

Months after the film’s release, Lively filed a complaint against Baldoni – who also served as the film’s director – with the California Civil Rights Department. The Gossip girl alum subsequently sued Baldoni over sexual harassment claims, which he continued to deny.

Baldoni contradicted Lively in late 2024, but his lawsuit was dismissed in June 2025. A civil trial will begin in May this year.

Before a trial begins, unsealed evidence continues to surface, offering a glimpse into what allegedly took place behind the scenes It ends with us.

According to separate court documents obtained by Us on Tuesday, Hoover, 46, sent an email to Sony on July 14, 2024, expressing hesitation about attending the meeting It ends with us premiere.

Hoover reportedly said she was “used to being neutral” and did not like “upsetting people or taking sides.”

However, in her email to Sony, Hoover could not promise to attend the premiere if Baldoni’s team were present.

“I go back and forth every day between continuing to show up for this movie or going into hiding because it all causes me anxiety and draws attention that I am not prepared/accustomed to,” she reportedly wrote. “Of course in a perfect world we would put everything aside and everyone could smile for the cameras, but feelings have been hurt and boundaries have been crossed. I can see where Blake is coming from if she chooses not to attend, because if I were in her shoes, I’m not so sure I could stomach having someone else accept the credit and praise for what was also a huge huge effort on her part, and having to share something with people you definitely can’t celebrate with.”

On August 6, 2024, Lively, Hoover and Baldoni all attended the New York City premiere of It ends with us.

In response to the unsealed court documents: Sigrid McCawley – a member of Lively’s legal team – said Us in a statement that the evidence shows that “the Sony/Lively version was the one chosen for release and was an unprecedented success, grossing more than $80 million dollars in its opening weekend and more than $351 million dollars at the box office worldwide.”

“The evidence shows that Ms. Lively worked closely with author Colleen Hoover on the cut. Sony supported this cut, Ms. Hoover expressed her preference for this cut, Wayfarer approved it, and the book’s most devoted fans responded with tremendous enthusiasm to the Sony/Lively cut at Ms. Hoover’s charity event, Book Bonanza,” the statement continued. “Sony/Lively cuts netted Sony and Wayfarer hundreds of millions of dollars.”