Elon Musk may have personally used AI to rip off a Blade Runner 2049 image for a Tesla cybercab event after producers rejected any association between their iconic sci-fi movie and Musk or any of his companies.
In a lawsuit filed Tuesday, lawyers for Alcon Entertainment—exclusive rightsholder of the 2017 Blade Runner 2049 movie—accused Warner Bros. Discovery (WBD) of conspiring with Musk and Tesla to steal the image and infringe Alcon's copyright to benefit financially off the brand association.
Alcon said it would never allow Tesla to exploit its Blade Runner film, so "although the information given was sparse, Alcon learned enough information for Alcon’s co-CEOs to consider the proposal and firmly reject it, which they did." Specifically, Alcon denied any affiliation—express or implied—between Tesla's cybercab and Blade Runner 2049.
"Musk has become an increasingly vocal, overtly political, highly polarizing figure globally, and especially in Hollywood," Alcon's complaint said. If Hollywood perceived an affiliation with Musk and Tesla, the complaint said, the company risked alienating not just other car brands currently weighing partnerships on the Blade Runner 2099 TV series Alcon has in the works, but also potentially losing access to top Hollywood talent for their films.
The "Hollywood talent pool market generally is less likely to deal with Alcon, or parts of the market may be, if they believe or are confused as to whether, Alcon has an affiliation with Tesla or Musk," the complaint said.
Musk, the lawsuit said, is "problematic," and "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."
I mean, yeah it might have been, not because that makes it okay but because of a lack of attention on the subject. Then again he also might have gotten sued after the fact like Trump with his campaign trail music he keeps using without permission.
However, Elon did ask first, and was met with the response of "no, we absolutely do not want our product associated with you or your business in any fashion." So he then carried on to create a barely legally distinct derivative which easily calls to mind the iconic scene in question, and then name drop Blade Runner in the accompanying speech.
Imagine for a moment, you write Bill Gates and ask him if you can use his likeness for advertisement. He tells you no, absolutely not, go kick rocks. So instead you have your local AI whip you up a character - Bull Gotes, a thin, white haired, elderly, bespectacled Caucasian man who made a lot of money on his computers, which he calls Macrosoft. This might be permissible as parody, but I don't think you're going to win a court case if you use it in business advertising and Bill decides he has something to say about it.
I see what you’re saying, but I think in this case it’s different enough from the original artwork that, if this were to go through in court, it would open the floodgates for a ton of similar lawsuits and set a bad precedent. They absolutely acted in bad faith here, as it’s immediately obvious which scene they’re mimicking, but I just don’t see enough similarity for copyright infringement. It’s quite different from Trump using actual songs from artists without permission - this isn’t the actual scene from the movie.