In a high-profile clash between Hollywood and the tech world, the production company behind the critically acclaimed sci-fi film “Blade Runner 2049” has filed a lawsuit against Elon Musk, Tesla, and Warner Bros. Discovery over the alleged unauthorized use of imagery from the movie to promote Tesla’s new “robotaxi” concept.
“Blade Runner 2049” producer Alcon Entertainment has accused the defendants of “a massive economic theft” for using AI-generated images, “clearly intended to read visually,” as scenes from the 2017 film. Alcon denied the defendants’ request to use an “iconic still” from the movie during a recent Tesla event on a Warner Bros. studio lot, prompting the defendants to create these images, according to the lawsuit.
According to the complaint, the Tesla event featured an image that closely resembled a sequence from “Blade Runner 2049” involving Ryan Gosling’s character surveying a post-apocalyptic cityscape. The lawsuit asserts that they did this “without Alcon’s knowledge or consent” and that they “clearly intended to read visually” as a shot from the movie.
“All of the defendants participated in its creation and in its display in the presentation at the event, from a WBDI-owned building and studio lot, on WBDI-owned video screens, and otherwise using WBDI-owned technology infrastructure, operated by or in conjunction with Tesla employees, all acting in whole or in part subject to the direction and control of Musk,” the lawsuit states.
Alcon asserts that the unauthorized use of “Blade Runner 2049” imagery aimed to enhance the appeal of the Tesla event to a global audience and exploit the ‘Blade Runner 2049’ brand for the purpose of selling Teslas. The production company further claims that it did not want the film to be associated with Musk and Tesla due to the CEO’s “highly politicized, capricious, and arbitrary behavior, which sometimes veers into hate speech.”
This lawsuit is the latest in a series of high-profile disputes over the use of AI-generated content. Earlier this year, actress Scarlett Johansson took issue with an AI voice assistant that sounded eerily similar to her own.
Alcon is facing significant challenges as it negotiates partnerships for an upcoming “Blade Runner” TV series. The lawsuit asserts that the “false affiliation” between the film and Tesla has already “irreparably entangled in the global media tapestry,” causing significant damage and confusion.
Alcon is seeking unspecified damages and a court order barring Tesla from further distributing the disputed promotional materials. The outcome of this case could have broader implications for the use of AI-generated content, particularly when it comes to protecting the intellectual property and brand associations of major Hollywood productions.
As the lines between technology and entertainment continue to blur, this lawsuit serves as a cautionary tale for tech companies looking to leverage popular cultural properties without proper authorization. The entertainment industry and AI developers will closely monitor the battle between Alcon, Musk, and Warner Bros. Discovery.