Newly unsealed text messages dated Aug. 8, 2024 between Blake Lively and actor Brandon Sklenar have triggered a wave of online criticism, after the exchange revealed deliberations over delaying a promotional video for a film centered on domestic violence.
The messages show Lively and Sklenar discussing whether to postpone a promotional clip inspired by Creed's "With Arms Wide Open," amid concerns it could draw backlash. The exchange has been interpreted by critics as evidence that marketing considerations were weighed against sensitivity toward survivors.
According to the texts, the pair debated timing and tone after anticipating negative press. The messages suggest an awareness that the promotion could be perceived as trivializing the subject matter. Observers noted that actor Temu Thor reportedly approached Lively regarding concerns about the promotional strategy, reinforcing the perception that she held significant influence over the campaign.
The film at the center of the controversy addresses domestic violence, and one scene references Creed's song in a moment intended to introduce levity into a tense narrative. The promotional video reportedly leaned into that reference. Critics argue that blending humor with a serious theme risked alienating audiences and advocacy groups.
The promo was reportedly produced through Maximum Effort, Lively's production venture. The strategy appears to have aimed at aligning the film's rollout with her broader brand identity. Once the texts circulated online, however, reaction was swift.
Social media users described the exchange as "disgusting," "tone-deaf," and "stomach-churning." Some posts criticized what they saw as prioritizing publicity over empathy. Others suggested the messages reflected broader issues within celebrity-led marketing campaigns involving sensitive topics.
The controversy has reignited debate about the responsibilities of high-profile actors when promoting projects rooted in traumatic experiences. Entertainment analysts note that star-driven productions often blur the lines between creative and commercial authority, raising questions about who sets the ethical boundaries in marketing decisions.
Industry observers also point to power dynamics in Hollywood, where prominent actors can exert considerable influence over promotional direction. The unsealed messages provide a rare glimpse into those internal discussions, illustrating how reputational risk assessments unfold in real time.
