'A Quiet Place' New York PremiereBlake Lively's Instagram has been a wonderful way of watching her and husband Ryan Reynolds troll the hell out of each other. But now, it's all gone! The actress has deleted all of her images and unfollowed her husband.

Of course, fans were worried:

But don't worry, love is not dead in the Lively/Reynolds household. The reason why the actress pulled the move appears to be as a publicity stunt for her upcoming film, "A Simple Favor."

Lively posted this cryptic image on Twitter:

That same message — "What happened to Emily?" — also became Lively's new bio on Instagram. Then, fans noticed the actress is following only women named Emily Nelson.

So this is what seems to be happening: The movie "A Simple Favor" is based on a novel of the same title by Darcey Bell. Lively plays Emily, a woman who mysteriously disappears one day. Her friend, Stephanie (Anna Kendrick), starts digging into what happened and uncovers some shocking secrets.

As a publicity stunt, this is a pretty good one, since Lively's Instagram is well-followed and well-loved. Well-played, madam.