Did Blake Lively Delete Her Instagram History to Promote Her Latest Film?

Blake Lively attends the American Ballet Theatre Spring 2017 Gala - Getty-H 2018
Daniel Zuchnik/WireImage

To publicize 'A Simple Favor,' Blake Lively is taking to social media in a creative way.

On Tuesday morning, fans noticed Blake Lively deleted all her Instagram posts. Madness then ensued, sort of. Going off of her last Instagram post (now on Lively's Twitter feed), fans quickly connected the dots that the actress was up to something to promote her latest movie, A Simple Favor, due out Sept. 14. Lively also un-followed her husband Ryan Reynolds and added more than 30 followers named Emily Nelson, which has left fans scratching their heads.  

The thriller stars Anna Kendrick as a mommy vlogger who tries to uncover why her best friend (Lively) suddenly disappeared from their small town. The two actresses made gin martinis at the recent CinemaCon in Las Vegas to promote the pic. Why gin? Well, Lively’s husband owns Aviation Gin, so naturally that is the alcohol that was used. This is film promotion-meets-family-business. 

So, who are these 30-plus women named Emily Nelson that Lively now follows? One Emily Nelson told Pret-a-Reporter in a message that she’s a military wife with small children. Another confirmed she's indeed a real person, and a third said she was totally in shock when Lively began following her Tuesday. Many appear to be high school and college-aged women who live in England, the U.S. and Canada.

With all signs pointing to film publicity as the reason behind Lively's social media purge (why the Emily Nelsons, specifically, still remains to be seen), one fan took the time to record Kendrick's entire Instagram account on video, in case she follows her co-star's lead.

Looking back at what Lively deleted — the stunning red-carpet looks and daytime ensembles, the jewelry, Reynolds receiving his star on the Hollywood Walk of Hame — one has to wonder if she also un-followed her husband just to promote her film. Only time will tell if Aviation Gin makes a well-placed cameo in A Simple Favor.

The Hollywood Reporter has reached out to Lionsgate Entertainment for comment.

On Wendesday, Blake Lively broke her silence to tweet the trailer to A Simple Favor.