Alcon Entertainment, the company behind the movie “Blade Runner 2049,” has filed a lawsuit against Elon Musk, Tesla, and Warner Bros. Discovery. The lawsuit, filed in U.S. District Court in Los Angeles, claims that Musk used images from the film without permission to promote Tesla’s new robotaxi during a marketing event on October 10.
According to Alcon, they denied Musk’s request to use imagery from “Blade Runner 2049,” but Musk went ahead anyway. The lawsuit states that while the presentation did not feature exact images from the film, it showcased A.I.-generated visuals that closely resembled scenes from the movie, including a character reminiscent of Ryan Gosling.
Alcon criticized the use of A.I. tools to create these images, calling it a “bad-faith and intentionally malicious gambit” aimed at boosting the event’s appeal. They believe Musk sought to leverage the film’s brand to help sell Teslas.
Interestingly, Alcon compared this incident to an earlier controversy involving actress Scarlett Johansson and OpenAI. Johansson had declined to license her voice for an A.I. project, yet OpenAI used a voice that sounded similar to hers, prompting her to seek legal advice.
Alcon’s lawsuit highlights that they initially refused Musk’s request because of concerns about his “highly politicized” behavior. The company is also working on a new Amazon television series, “Blade Runner 2099,” and didn’t want to jeopardize negotiations with other car manufacturers.
Now, Alcon claims that the association between “Blade Runner 2049” and Tesla has become “irreparably tangled” in media coverage. The outcome of this lawsuit could set an important precedent for the use of film imagery in advertising and marketing campaigns.
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