American studios announce a “revolutionary” proposal. Use virtual actors generated by AI. An idea that is far from seducing everyone, especially on the side of actors and directors.
In an electric context of general strike, the debate on the use of AI in film production is resurfacing within the studios. The Screen Actors Guild (SAG-AFTRA), the union of Hollywood actors, is thrown into a game of intense negotiations. One of the main topics? Regulating the use of AI-created digital doubles. While Hollywood claims to have made this proposal in order to protect the “digital image” of actors, the union clearly opposes this vision.
A debate centered on the protections offered by AI
The proposal of Hollywood studios is as follows: obtain digital doubles of extras and use them at leisure thanks to AI in their productions. Rather nice at first sight, it would potentially save thousands of people from having to struggle with endless days of filming. Instead, the digital replica would be used.
There is a catch, of course. Hollywood would only offer extras a day’s pay in exchange for potentially lifetime use of their digital look-alike. For SAG-AFTRA, the proposal is more than insufficient and will necessarily lead to a precariousness of the actors. For Hollywood, it is a measure that aims to protect actors. For the union, a way to save money on the backs of artists and a threat to the profession.
The balance between respect for the dignity of actors and innovation
Hollywood, in this debate, is represented by the Alliance of Motion Picture and Television Producers (AMPTP). During a press conference, Scott Rowe, their spokesperson, said:
Recent statements by SAG-AFTRA executives are incorrect. The digital doubles of the extras will not be used for life or without their explicit consent. In fact, what we allow is that a company can use the line of an extra only in the film for which he was hired. In the case of additional use, the actor’s consent will be mandatory and he must be remunerated with a minimum wage.
The AMTP maintains its line of defense in the debate: this proposal is in the interest of the extras. This approach would give players greater control over the use of their image by limiting unauthorized use. A form of additional digital protection, in short.
Hollywood had not experienced a strike since the 1980s. For several weeks, the conflict between the studios and the union has been rather severe. Actors and directors want an increase in their remuneration, as well as a clearer framework on the use of AI. What the series depicted black-mirror in the episode Joan is Awful is reminiscent of the crisis that Hollywood is going through today.
Sources: The Verge, Forbes, Prompt Engineering
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