As the generative AI revolution unfolds, Hollywood finds itself at a critical crossroads. Studios are eager to harness the advantages of AI technologies for potential cost savings and enhanced creativity. However, this enthusiasm is tempered by significant legal complexities and growing public criticism surrounding these innovations.
Disney is navigating these challenges alongside its peers, already familiar with the legal quagmires and potential public relations issues that generative AI can introduce. A recent report from the Wall Street Journal reveals that behind the scenes, Disney has made several attempts to integrate generative AI, though these efforts have not always gone as planned.
1. Disney’s AI Experiments in Film
The upcoming live-action remake of Moana and the film Tron: Ares exemplify Disney’s early efforts to incorporate AI technology. For Moana, Disney considered using the AI company Metaphysic to create a digital deepfake of Dwayne Johnson, who reprises his role as Maui. The goal was to minimize Johnson’s on-set days by employing his cousin, Tanoai Reed, as a stand-in for certain scenes, which would later feature Johnson’s digitally altered face.
Despite extensive negotiation and development over 18 months, not a single shot featuring Reed will appear in the final cut scheduled for release in July 2026. Concerns over data security and the murky legal waters surrounding ownership rights of AI-generated content ultimately halted the project.
2. Legal Troubles and Copyright Issues
Ownership of content created with generative AI remains a pressing issue. Disney has actively pursued legal action against AI companies like Midjourney, accusing them of copyright infringement for using the studio’s characters to train AI models. In tandem with Universal, Disney filed a lawsuit citing a “bottomless pit of plagiarism” as they fight to protect their intellectual property.
3. Navigating Public Backlash
Aside from legal concerns, Disney is also mindful of public sentiment regarding generative AI. In the case of Tron: Ares, executives reportedly considered including a generative AI character named “Bit.” While the character could have served as a companion to Jeff Bridges’ returning character, internal discussions prompted executives to avoid pursuing this idea due to fears of negative publicity.
4. Real-World Backlash and Controversies
Disney has faced criticism before for its AI ventures. The use of generative AI to produce the opening credits for the Secret Invasion series provoked backlash, as did its marketing efforts for Fantastic Four: First Steps. Additionally, during a Star Wars event in Fortnite, a generative AI version of Darth Vader caused controversy when players discovered methods to circumvent content restrictions, leading to inappropriate language and behavior. Though quickly resolved, the incident gained significant attention across social media platforms.
5. The Future of AI in Hollywood
The outcome of Disney and Universal’s ongoing lawsuit against AI companies could set precedents for how the industry moves forward with generative AI. While the fear of an AI takeover in Hollywood looms large, it seems that the path to widespread adoption may not be as imminent as some might believe.
How is AI transforming Hollywood? The technology is reshaping the industry, but its integration is complex and fraught with legal and ethical dilemmas.
What challenges does Disney face with generative AI? The company must navigate ownership rights, legal battles, and public perception while exploring innovative technologies.
Can generative AI improve film production efficiency? Yes, AI holds the potential to enhance efficiency, but studios must balance innovation with ethical practices and audience expectations.
Is there a public backlash against AI in entertainment? Yes, as seen in various incidents, public concern about the use of AI raises questions about creativity, originality, and copyright.
What legal actions has Disney taken against AI misuse? Disney has filed lawsuits to combat unauthorized use of its intellectual property by AI companies, indicating its commitment to protecting creative rights.
In conclusion, the journey of incorporating generative AI into Hollywood is fraught with obstacles, from legal challenges to public relations considerations. As we witness these developments, it’s crucial to stay informed and engaged with the ongoing discussions about technology in the film industry. Continue exploring topics related to Disney and Hollywood at Moyens I/O.