Actor Alec Baldwin’s once-commanding Hollywood image is taking another blow — but this time from his own home.
The 30 Rock alum, 67, has become the center of online ridicule after a series of videos posted by wife Hilaria Baldwin, 41, depict him in bizarre, subservient roles that insiders say are “crushing” his spirit and “damaging” what’s left of his public persona.
In one recent skit posted to Instagram, Alec plays a “chambermaid,” presenting Hilaria with slippers as she lounges at a chessboard. In another, she appears to control him like a puppet, while he grimaces through forced expressions.
“She’s convinced she’s onto something,” a source close to the couple told The National ENQUIRER. “She thinks it’s hilarious — and her social media numbers back her up. But humiliating Alec and crushing his spirit is a strange way to go about building a brand.”
Once regarded as one of Hollywood’s most charismatic and intense performers, Baldwin’s career has struggled to recover following the 2021 fatal shooting of cinematographer Halyna Hutchins on the New Mexico set of Rust. Though involuntary manslaughter charges were dismissed last year, the fallout has been lasting.
In an attempt to reset their public image, the couple launched a TLC reality series, The Baldwins, focused on their chaotic family life with seven children. But the show was quietly canceled after disappointing ratings and lackluster reviews.
“Now they’re scrambling for a new angle,” the insider added. “And Hilaria’s become the creative lead in this weird rebranding experiment.”
Critics — including some of Alec’s longtime friends — aren’t laughing. Many are reportedly alarmed by the once-dominant actor’s newfound willingness to play the clown for online likes.
“This is a man who used to pride himself on being sharp, commanding, respected,” a longtime associate said. “Now he’s posting videos where he’s being bossed around and mocked — and he calls it ‘fun’ just to keep Hilaria happy.”
Back in March, the couple drew backlash after Hilaria publicly chastised Baldwin on a red carpet, accusing him of “manterrupting” her during an interview. The viral clip was widely mocked online, with some calling it “painful to watch.”
Fans have expressed discomfort with the dynamic. One user commented, “It’s hard to see a man like Alec reduced to this,” while another said, “This is beyond satire — it’s sad.”
While Baldwin insists the antics are playful, sources say behind the scenes he feels increasingly sidelined. “He tells people it’s all for fun,” the source said, “but it’s clear he’s not the man he used to be.”
Representatives for Alec and Hilaria Baldwin declined to comment on the reports.
Jaja has a degree in journalism and took classes in international law and business communication. Her career spans roles at prominent international media outlets, including International Business Times, Celebeat and Delightful Philippines. As a news editor, Jaja covered a wide range of beats, including legal, business, economy, cryptocurrency, personal finance, gaming, technology, and entertainment.