Photo: Tesla
Tesla impressed its fans during the We, Robot event on October 10, but it also irked Blade Runner 2049 producers by using AI-generated images inspired by the movie without permission. The controversy ended with a lawsuit, with Alcon Entertainment alleging that AI-generated images used during the robotaxi launch event represent copyright infringement.
Tesla chose the perfect venue for its robotaxi unveiling event on October 10 at the Warner Bros. Studios in Burbank. This was not only conveying a message about how real its robotaxis are at the moment (they're not) but also connected the two-seater with the world that inspired it. It's no secret that Musk drew inspiration for Tesla EV designs from sci-fi movies, with Blade Runner front and center.
The original movie in the Blade Runner franchise was the prime source of inspiration for the Cybertruck, as Elon Musk admitted in March 2019. The Cybertruck also drew some cues from the "Wet Nellie," the Lotus Esprit driven by James Bond in The Spy Who Loved Me. The Blade Runner franchise appears to be a prolific source, as Tesla used the Blade Runner 2049 movie as the inspiration for the Cybercab, unveiled on October 10.
However, this time, Musk stretched too far and is now sued by Alcon Entertainment, the production company behind the Blade Runner 2049 movie. Alcon Entertainment alleges that Warner Bros. Discovery contacted them one day before the event to request the ability to use specific images and clips from "Blade Runner 2049" for Tesla's presentation. Alcon Co-CEOs Andrew Kosove and Broderick Johnson "refused WBD's request, not wanting to be associated in any way with Tesla, Musk, or any Musk-owned company."
However, during the We, Robot event, Tesla aired images mirroring scenes from Blade Runner 2049 movie, including one featuring "a Ryan Gosling look-alike" and another one of the iconic vehicle in the film, which served as the inspiration source for the Cybercab. These images were created using AI based on copyrighted images from the movie after Alcon denied Tesla any use of those images.
The Alcon lawsuit alleges that "Musk personally became aware of Alcon's permission denials and expressed objections" to using Blade Runner 2049 images for the Tesla event. He decided to proceed anyway, including the AI-altered imagery during an 11-second segment of the presentation. During the segment, Musk discussed BR2049, a movie that features an artificially intelligent, fully autonomous car throughout the story.
"You know, I love Blade Runner, but I don't know if we want that future," Musk said. "I believe we want that duster he's wearing, but not the, uh, not the bleak apocalypse."
Alcon's main concern with Tesla's unauthorized use of BR2049 imagery is confusion among its partners, including those involved in the Blade Runner 2099 series currently filming in Europe. Alcon is in talks with other automotive brands for a partnership in the series, and Tesla's forced association harmed the brand and the company's strategy. Alcon is afraid that Musk's controversial personality will also damage the brand and is, therefore, trying to avoid being associated with any of his companies.
Although Warner Brothers Discovery was Alcon's BR2049 distribution company in the US, it has limited licensing rights. This is especially true for the images live-streamed during the robotaxi launch event. Alcon seeks unspecified damages, as well as a court order barring Tesla from further distributing the disputed promotional materials.
The original movie in the Blade Runner franchise was the prime source of inspiration for the Cybertruck, as Elon Musk admitted in March 2019. The Cybertruck also drew some cues from the "Wet Nellie," the Lotus Esprit driven by James Bond in The Spy Who Loved Me. The Blade Runner franchise appears to be a prolific source, as Tesla used the Blade Runner 2049 movie as the inspiration for the Cybercab, unveiled on October 10.
However, this time, Musk stretched too far and is now sued by Alcon Entertainment, the production company behind the Blade Runner 2049 movie. Alcon Entertainment alleges that Warner Bros. Discovery contacted them one day before the event to request the ability to use specific images and clips from "Blade Runner 2049" for Tesla's presentation. Alcon Co-CEOs Andrew Kosove and Broderick Johnson "refused WBD's request, not wanting to be associated in any way with Tesla, Musk, or any Musk-owned company."
However, during the We, Robot event, Tesla aired images mirroring scenes from Blade Runner 2049 movie, including one featuring "a Ryan Gosling look-alike" and another one of the iconic vehicle in the film, which served as the inspiration source for the Cybercab. These images were created using AI based on copyrighted images from the movie after Alcon denied Tesla any use of those images.
The Alcon lawsuit alleges that "Musk personally became aware of Alcon's permission denials and expressed objections" to using Blade Runner 2049 images for the Tesla event. He decided to proceed anyway, including the AI-altered imagery during an 11-second segment of the presentation. During the segment, Musk discussed BR2049, a movie that features an artificially intelligent, fully autonomous car throughout the story.
"You know, I love Blade Runner, but I don't know if we want that future," Musk said. "I believe we want that duster he's wearing, but not the, uh, not the bleak apocalypse."
Alcon's main concern with Tesla's unauthorized use of BR2049 imagery is confusion among its partners, including those involved in the Blade Runner 2099 series currently filming in Europe. Alcon is in talks with other automotive brands for a partnership in the series, and Tesla's forced association harmed the brand and the company's strategy. Alcon is afraid that Musk's controversial personality will also damage the brand and is, therefore, trying to avoid being associated with any of his companies.
Although Warner Brothers Discovery was Alcon's BR2049 distribution company in the US, it has limited licensing rights. This is especially true for the images live-streamed during the robotaxi launch event. Alcon seeks unspecified damages, as well as a court order barring Tesla from further distributing the disputed promotional materials.
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