On July 13, the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) made a significant announcement that sent shockwaves through the entertainment industry. After failed negotiations with Hollywood studios, the group declared they would be going on strike. The rejected deal that led to this decision included a groundbreaking proposal involving artificial intelligence (AI) aimed at protecting performers’ digital likenesses.
According to the Alliance of Motion Picture of Television Producers (AMPTP), the proposed AI deal would have required performers’ consent for the creation and use of digital replicas or digital alterations of their performances. However, SAG-AFTRA National Executive Director Duncan Crabtree-Ireland argued otherwise. He described the proposal as a backdoor means for studios to gain perpetual rights to an actor’s likeness. Crabtree-Ireland claimed that the studios’ proposal would allow background performers to be scanned, paid for a single day’s work, and then have the company own their image and likeness indefinitely without any consent or compensation.
While the AI proposal isn’t the sole reason for the union’s decision to strike, it exemplifies the kind of industry changes that SAG-AFTRA hopes to address through this action. In recent years, studios have increasingly utilized technology to manipulate, recreate, and sometimes even replace actors. For example, Lucasfilm hired digital artist Shamook to enhance a character’s appearance in one of their movies, and the use of CGI has become prevalent in films like Star Wars: Rogue One. Furthermore, there have been instances where AI technology has been employed to imitate iconic voices like James Earl Jones’ portrayal of Darth Vader. The question of how the industry handles the rights to a performer’s likeness has become a pressing concern that demands attention.
During the press conference where the strike was announced, Crabtree-Ireland emphasized the need for a contract that reflects the changes that have occurred in the industry. He argued that the current model devalues SAG-AFTRA members and adversely affects their ability to make ends meet. The strike is therefore a historic moment, as SAG-AFTRA members will join forces with the Writers Guild of America in their concurrent strike. This marks the first time since the 1960s that the two groups have engaged in simultaneous strike actions, showcasing the magnitude and urgency of the issue at hand.
The decision to strike has stirred debate among industry professionals and the public alike. Supporters argue that this strike is necessary to protect the rights and livelihoods of performers in an evolving industry. They believe that the increasing use of AI and other technologies poses a threat to job security and fair compensation for actors. By striking, SAG-AFTRA aims to secure better terms that recognize their members’ contributions in the digital age.
However, critics question the effectiveness of the strike and its potential impact on the industry. They contend that the rise of AI and other technological advancements is inevitable and that actors should adapt rather than resist. Some argue that embracing these changes could open up new opportunities for actors to showcase their talent in innovative ways. Moreover, they warn that a lengthy strike could harm the overall economy, resulting in job losses and financial hardships.
As the strike unfolds, it is essential to keep in mind the potential ramifications and the importance of finding a middle ground. All parties involved must engage in constructive dialogue to address the concerns raised by performers while also considering the practical implications of evolving technologies. Balancing the need for protection and innovation is crucial to ensuring a sustainable and equitable future for all stakeholders in the entertainment industry.
In conclusion, the decision by SAG-AFTRA to go on strike highlights the growing concern over the use of AI and other technological advancements in the industry. The rejected AI proposal serves as a symbol of the broader issues surrounding the rights of performers and the changing dynamics of the entertainment landscape. The strike itself is a significant moment in the history of the industry, with SAG-AFTRA and the Writers Guild of America joining forces for the first time in decades. Moving forward, it is crucial for industry leaders, unions, and stakeholders to engage in meaningful dialogue to find a balance that safeguards the interests of performers while also embracing the opportunities presented by technological advancements.
