Ryan Reynolds and Blake Lively’s marketing agency, Maximum Effort, has been embroiled in controversy following a lawsuit involving the production of the film It Ends with Us. The company, which Reynolds co-founded in 2018 alongside George Dewey, has now faced a significant blow. This comes after accusations of extortion, defamation, and business contract interference, all of which have resulted in a major shake-up in the agency’s future.

The legal troubles stem from an alleged dispute involving the marketing of the film It Ends with Us, which was initially handled by Sony. Reynolds’ agency reportedly stepped in, taking control of the marketing campaign, which was meant to be done at no cost. However, the agency went on to charge Sony and Wayfair for these services, which ultimately led to a poorly executed campaign. The marketing strategy branded the film as a lighthearted romantic comedy, despite its deeper themes of domestic violence and generational trauma. This misstep caused significant damage to the reputation of the film and the actors involved.

In the aftermath, the situation worsened as accusations against Reynolds and his team began to pile up. The fallout from the campaign led to lawsuits, with Reynolds’ involvement now being scrutinized. Legal documents indicate that the film’s production company, Wayfair, was upset by the actions taken by Maximum Effort, accusing them of sabotaging the project. As a result, the company was sued for extortion, with claims that they used manipulative tactics to get financial gain, even while misrepresenting the services they offered.

In a surprising twist, Mountain, the advertising technology company that acquired Maximum Effort in 2021, has now severed its ties with the agency. As part of the company’s IPO filing, Mountain publicly disclosed their decision to divest from Reynolds’ agency. This breakup is a significant move, particularly as the company prepares to go public and raise capital. In the SEC filings, Maximum Effort’s name is notably absent from any mention of financial compensation, suggesting Reynolds may not have been as financially involved as initially believed. Furthermore, Mountain’s loss of $32 million last year raises questions about the success of the partnership with Maximum Effort.

The split also highlights a larger issue—Ryan Reynolds’ role in the companies he’s invested in. Despite being the face of several successful ventures, including Mint Mobile and Aviation Gin, his actual financial involvement has been called into question. Many of his investments, while publicized as lucrative, are highly contingent on long-term performance and the strength of his brand image. As his public persona has faced scrutiny, the future of these ventures now seems more uncertain.

Reynolds’ business moves, which have often been seen as risky, now appear to be taking a toll on his reputation. His role in Maximum Effort was originally celebrated as a groundbreaking move in the world of marketing, but as the lawsuits and controversies mount, it seems that his celebrity status may no longer be enough to carry his business ventures. The timing of his public split from Mountain seems tied to the ongoing lawsuits and the increasing risk these legal troubles pose to the company’s reputation.

As of now, Reynolds will continue to run Maximum Effort alongside Dewey, but the agency will no longer be under the umbrella of Mountain. This significant shift in their business structure could limit their future opportunities and tarnish their standing in the industry. While Reynolds has long been praised for his entrepreneurial spirit, this latest development has left many questioning the sustainability of his business model and the true extent of his financial success.

The future of Maximum Effort remains unclear, and it remains to be seen whether Reynolds’ ability to navigate this public fallout will determine the agency’s survival in the highly competitive marketing world. For now, the once promising partnership between Maximum Effort and Mountain has come to an abrupt and very public end.