'Blade Runner 2049' producers sue Elon Musk, Tesla, and Warner Bros. over AI art in Cybercab launch

[Innovabble]

Image: Blade Runner 2049 (Warner Bros Pictures)

 

In a high-stakes legal battle highlighting the growing tension between Hollywood and Silicon Valley, Alcon Entertainment, the production company behind Blade Runner 2049, has filed a lawsuit against Elon Musk, Tesla, and Warner Bros. Discovery (WBD). The dispute centers on Tesla’s alleged unauthorized use of AI-generated images that closely mirror scenes from the acclaimed sci-fi film during the launch of their Cybercab robotaxi.

The controversy ignited during Tesla’s October 10, 2024, presentation at WBD’s Burbank studio lot. During the event, Musk showcased an AI-generated image depicting a trench-coated figure surveying a dystopian cityscape bathed in misty orange light. The image, marked with ‘Not This,’ appeared to deliberately reference an iconic sequence featuring Ryan Gosling’s character exploring a ruined Las Vegas in the film.

 

The lawsuit reveals a complex web of attempted negotiations. Prior to the event, Musk had approached WBD seeking permission to use actual film stills. When WBD reached out to Alcon for clearance, the production company declined, citing concerns about Musk’s “extreme political and social views” and potential confusion with their upcoming TV series Blade Runner 2099. Instead of respecting this decision, Tesla allegedly proceeded to create AI-generated images that closely mimicked the film’s distinctive visual style.

Alcon’s legal action seeks unspecified monetary damages and an injunction to prevent further use of the AI-generated images. The lawsuit alleges multiple violations, including direct, vicarious, and contributory copyright infringement, as well as false endorsement. 

WBD, the domestic distributor for Blade Runner 2049, is named as a defendant for hosting Tesla's robotaxi announcement at their Burbank lot and allegedly facilitating the unauthorized partnership. While WBD held limited clip licensing rights, these did not extend to Tesla's livestream event. Moreover, Alcon emphasizes that WBD does not own the film's copyright and was legally required to obtain Alcon's permission before allowing any use of the film's imagery in Tesla's presentation—a permission that was never granted.

 

Andrew Kosove, Alcon Entertainment’s CEO, emphasized the broader implications of the case, stating that “any prudent brand considering any Tesla partnership has to take Musk’s massively amplified, highly politicized, capricious and arbitrary behavior, which sometimes veers into hate speech, into account.”

This case represents a landmark moment in the ongoing debate over AI-generated content and copyright protection, particularly as tech companies increasingly push the boundaries of intellectual property rights in their marketing strategies. What do you think Elon Musk will tweet about this lawsuit—another meme, or will he try to defend his love for Blade Runner?

 

• https://www.hollywoodreporter.com/business/business-news/blade-runner-2049-producer-sues-elon-musk-tesla-warner-bros-discovery-1236040228/
• https://variety.com/2024/biz/news/blade-runner-2049-lawsuit-elon-musk-tesla-warner-bros-discovery-1236184961/
• https://www.forbes.com/sites/conormurray/2024/10/21/blade-runner-2049-producers-sue-elon-musk-tesla-over-robotaxi-ai-images/
• https://www.ign.com/articles/elon-musk-warner-bros-sued-by-blade-runner-2049-producers-over-ai-generated-robotaxi-image-it-says-was-stolen-from-the-movie

 

Image: Elon Musk (Frédéric Legrand | Dreamstime.com)