The battle of the ages in the entertainment industry: actors, writers and the entertainment industry unite against AI. Rights, balance payments and the future of the industry.
Landmark strike shakes Hollywoodheartfilm and television industry American. Actors and screenwriters united in protests stopped demanding higher salaries and regulation of the use of artificial intelligence (AI) by studios. The reason was the breakdown of negotiations between actors union Sag-Aftra (formed in 2012 from the merger of the Screen Actors Guild and the American Federation of Television and Radio Artists) and AMPTP (Alliance of Film and Television Producers), representing studio moguls.
Sag-Aftra has approximately 160,000 members, including film and TV series actors, video game performers, radio hosts, models and YouTube influencers. Although the union formally covers only the United States, its global rule obliges members to refuse any production worldwide.
At the top of the strike movement we find the charismatic Fran Drescherpresident of Sag-Aftra and iconic face of the series Nanny. Drescher fired up the debate with a pep talk, belittling studio moguls who “plead poverty, say they’re losing buckets of money giving hundreds of millions of dollars to their CEOs” and calling for the spirit of the French Revolution.
Some of the most famous and influential actors have spoken out in support of the strike. Hollywood put their prestige at stake. Meryl Streep, Jennifer Lawrence, Charlize Theron, Joaquin Phoenix, Jamie Lee Curtis, Olivia Wilde and Ewan McGregor and many others signed a letter from Sag-Aftra expressing their readiness to strike. George Clooney also joined the cause, calling the strike a turning point for the industry and stating that change is necessary for the survival of the industry and all workers associated with it. It seems that all US actors are participating in the action, and not a single one of the dissidents.
But what exactly does Sag-Aftra want?
One of the main functions of the union is to negotiate with the studios. The last major deal was signed in July 2020, but almost immediately came under threat due to the Covid pandemic. This deal expires on June 30, hence the start of negotiations. One of the main points of contention seems to be about i leftovers, payments that actors receive for reruns of movies or series. In addition, the question of who owns image rights the actor, if played by AI, is another stumbling block. Sag-Aftra negotiators are also demanding compensation based on the number of viewers on streaming services, but studios including Netflix, Amazon and Disney are unwilling to share this information.
The streaming boom has changed everything entertainment world. Not only did it get rid of mid-budget films and traditional TV series, but it also revolutionized the presentation and monetization of content. Streaming platforms make money from subscribers, and movies and series essentially act as promotions for subscriptions. In addition, the content remains permanently available, with no “replays” as traditionally understood. This makes it difficult to estimate their value and calculate the remuneration due to actors based on their success. The issue of leftovers is becoming more and more serious as shows and movies on streaming platforms get bigger and bigger.
While AI still doesn’t seem sophisticated enough to completely replace traditional filmmaking, the speed at which it learns is scaring insiders. AMPTP submitted a “groundbreaking” AI proposal, but Sag-Aftra’s chief negotiator Duncan Crabtree-Ireland rejected it: both likeness and being able to use it for the rest of eternity in any project they want without consent and without compensation. So if you think this is a revolutionary proposal, I suggest you think about it.”
Are all actors rich? Reality is harder
lfilm and television industry it’s a bit like the world of sports: there are some actors who earn astronomical numbers, but most of the actors and workers associated with these numbers do not have such high incomes. Many (technicians, cameramen, make-up artists, actors little known to the general public, extras, etc.) earn a living on much more modest salaries. The issue becomes critical when it comes to providing healthcare, given the cost of healthcare in the US. There is more at stake in this struggle than just the demands of a group of wealthy actors: it is a matter of survival for the vast majority of entertainment workers.
Sag-Aftra certainly has significant bargaining power. The stars leading the protest are much more visible than the stars writers’ union (WGA), has been on strike since May. In addition, the shutdown of the actors means the immediate halt of filming, the most expensive stage of production. However, the consequences of the conflict are not immediately apparent: it does not look like a dispute between scavengers or power engineers. Both sides are playing a long-term game, with actors and writers betting that cutbacks in content production, already weakened by the pandemic, will force studios back to the negotiating table, and moguls trying to weaken the alliance with familiar tactics. .
Justice, the British Actors Union, lined up in solidarity with Sag-Aftrathis means that members with joint union cards will not want to work, and those who are not members will feel uncomfortable replacing striking colleagues. In addition, many productions in Europe are co-produced with Hollywood.
The immediate consequences of the strike are manifold. In addition to halting most filming, Sag-Aftra rules prohibit actors from promoting programs and films that have already been filmed. This brought the film Oppenheimer move the start of its London premiere an hour ahead to allow the cast to walk the red carpet before the 8:00 p.m. deadline. advertising ban this also extends to social media, where stars are now forced to remain silent about their upcoming work.
But what will happen in the coming months?
The most immediate effect will be in large squares such as Venice or Toronto. These events are very dependent on the prestige of the stars for launch of movies and series hoping to get a lot of attention at the Oscars. However, without prominent actors to make their way down the red carpet and perform in front of reporters, much of the attraction of these events loses its appeal. Unofficially announced films for the fall fairs will need to quickly rethink their strategy.
Even writers face the possibility of losing their jobs due to artificial intelligence programs generative, such as ChatGPT and the like, capable of generating text in response to questions. Writers represented by the Writers Guild of America have been on strike since May 7 and are demanding, among other things, trade union protection against AI. John Auguste, screenwriter, explained that the WGA wants to make sure “ChatGPT and its cousins can’t be credited as writers.”
The entertainment industry is facing an existential challenge caused by rapid evolution of AI. AI has already caused dramatic changes in the film and TV industry: streaming has led to the disappearance of films and series with an average budget, has changed the way content is presented to the audience and the ways in which they profit from it. The problem of residual payments is further complicated by the reluctance of streaming platforms to disclose how many people are watching them. As audience sizes and content on streaming platforms increase, residual payments may represent an increasingly significant amount that major industries are unwilling to share with entertainment industry workers.
While AI-generated content currently still doesn’t seem sophisticated enough to completely replace traditional filmmaking, the speed at whichmachine learning it is developing, it frightens all related industries. AMPTP said it had submitted a “groundbreaking” proposal for visual AI, but Sag-Aftra chief negotiator Duncan Crabtree-Ireland rejected the proposal, stating: “They offered to scan our background actors, get paid, and their companies should own that scan, their image.” and likeness, and be able to use it for the rest of eternity in any project they want without consent and without compensation. So if you think this is a revolutionary proposal, I suggest you think about it.”
Some experts wonder if AI can completely replace traditional production, but it’s clear that major studios and streaming platforms are investing heavily in this area. Netflix, for example, responded to the strikes by announcing an AI manager position for up to $900,000 a year, emphasizing that AI goes beyond the algorithms that recommend content to users. The company is already usingAI for content creationincluding the recent launch of a new series of Spanish reality shows called Deep fake lovein which scans of participants’ faces and bodies are used to create “deepfake” simulations.
Even Disney announced the hiring artificial intelligence specialists and finding AI engineers to innovate at in-house film studios, including Marvel, Walt Disney Animation and Pixar. The presence of AI in the entertainment industry poses new legal and creative challenges as the rules associated with new technological developments such as generative AI are yet to be determined and could impact the existing business model of entertainment companies.
Generative AI is able to create text, images, and videos from input, which is an important part of original content creation, but it can also be used for other purposes, such as advertising. These generative models should be used with care to avoid potential legal issues regarding copyright, privacy, and responsible use of technology.
Question about Copyright this is especially critical of actors and writers. With the introduction of artificial intelligence programs capable of generating text and images, there is a risk that the creative work of artists can be used without their consent and without appropriate compensation. Only time will tell which one will be the future of entertainment in this context of technological change and the struggle for workers’ rights. The conflict between unions and AMPTP poses a challenge to protecting workers’ rights in the digital age and artificial intelligence, and decisions made now will have a lasting impact on the future of the industry.