A short AI-created video showing Brad Pitt and Tom Cruise engaged in a fight on a rooftop has rapidly gained attention online. Released last week via Seedance 2.0, a new AI video-generation tool developed by ByteDance, the 15-second clip ignited debate over copyright infringement and the ethical use of AI in entertainment.
Industry Leaders Denounce Unauthorized Use of Copyrighted Material
The Motion Picture Association (MPA) and other entertainment industry groups have condemned the video for its blatant unauthorized use of protected content. Charles Rivkin, CEO of the MPA, criticized Seedance 2.0 and its owner ByteDance for failing to implement safeguards against copyright violations.
should immediately cease its infringing activity.
— Charles Rivkin, CEO, Motion Picture Association
In a single day, the Chinese AI service Seedance 2.0 has engaged in unauthorized use of US copyrighted works on a massive scale,
Rivkin added, further warning that
By launching a service that operates without meaningful safeguards against infringement, ByteDance is disregarding well-established copyright law that protects the rights of creators and underpins millions of American jobs.
Filmmaker and Industry Voices Express Concern Over AI’s Impact
The AI clip originated from a simple two-line prompt entered into Seedance 2.0 by Irish filmmaker Ruairi Robinson, who shared the video on the social media platform X. The clip caught the eye of Hollywood writer and producer Rhett Reese, known for his work on the Deadpool series and Zombieland, who expressed deep apprehension about AI’s future role in filmmaking.
I hate to say it. It’s likely over for us.
— Rhett Reese, Writer/Producer
Reese fears that soon, anyone will be able to produce films using AI technology that will be
indistinguishable from what Hollywood now releases.
His worries reflect broader concerns about job security within the creative community as AI tools grow more sophisticated. He wrote on X that
I was blown away by the Pitt v Cruise video because it is so professional. That’s exactly why I’m scared,
and added,
My glass half empty view is that Hollywood is about to be revolutionized/decimated.
AI Challenges Spark Renewed Calls for Industry Regulation
Reese’s perspective resonates with many in Hollywood, where anxiety about AI replacing creative roles has been mounting. The 2023 strikes by SAG-AFTRA and the Writers Guild focused heavily on protecting workers from the encroachment of AI technology. However, some union members believe these initial protections did not go far enough to address ongoing threats.
As contract negotiations between SAG-AFTRA and studios resumed recently, AI remains a top priority for the actors’ union. One proposed solution gaining traction is the so-called “Tilly tax,” named after Hollywood’s first AI actor, Tilly Norwood. This tax would require studios to pay fees to the union when utilizing AI-generated actors in productions.
Attempts to reach SAG-AFTRA for comment during the ongoing media blackout around negotiations were unsuccessful. The situation underscores the urgency and tension surrounding AI’s integration into entertainment and the efforts to safeguard creators’ rights and livelihoods.
