Ben Affleck, Jennifer Lopez 'Sunk A Fortune' Into Building Joint 'Bennifer Brand': Report
Jennifer Lopez and Ben Affleck could struggle to let go of their joint "Bennifer" brand amid rumors that their marriage is heading for divorce, according to a source.
Lopez, 54, and Affleck, 51, have been plagued with divorce rumors for months. As the celebrity couple navigate their ongoing marital woes, one insider has claimed that losing the "Bennifer" brand would be the hardest of all.
"They've sunk a fortune into building up this joint brand," an unnamed insider told In Touch. "So much time and money has been spent preparing all these different projects that they were both so gung-ho on just a few months ago, and now it's pretty much all down the drain because everything was based on their Bennifer brand."
According to the tipster, the "Love Don't Cost a Thing" singer "really thought" she and Affleck "were going to be the biggest power couple in Hollywood." The insider is convinced that "they really could have been if they'd stuck together." However, with Lopez and Affleck allegedly splitting, they are reportedly "walking away from billions, or so she's saying."
Lopez has an upcoming movie, "Unstoppable," which Affleck is co-producing. It has already been shot and is in post-production. However, with the rumors that they are divorcing, there are questions on how they will promote the project together.
Additionally, Affleck and Lopez have other projects in mind. The "Atlas" star is allegedly even working on her own homeware line.
"They were privately funding certain projects they really believed in and had all kinds of things lined up, and now they're having to pull out, which is letting a lot of people down and leaving a ton of money on the table," the insider continued.
J.Lo "was even working on their own homeware line, which is obviously not going forward now, so all the time and energy on legal fees and design are a total wash," the source added.
"So many investments are now having to be dissolved, and that's a big part of why this is taking so long, despite the fact that it's very much over."
Another source told Page Six that Lopez and Affleck's marriage "has allegedly been over for months." However, they haven't released a statement because he is "very protective of Jennifer."
Jacqueline Newman, a managing partner at the matrimonial law firm Berkman Bottger Newman & Schein LLP, believed they had already settled their divorce agreement and signed the paper. Newman said they were "dropping hints about their marriage ending."
