Disney's AI Ambitions Face Legal and Public Relations Hurdles in Upcoming Films

3 Sources

Disney's attempts to incorporate generative AI in upcoming films like 'Moana' and 'Tron: Ares' have been stymied by legal concerns and potential public backlash, highlighting the challenges of AI adoption in Hollywood.

Disney's AI Experiments in Upcoming Films

Disney, a major player in the entertainment industry, has been exploring the use of generative AI technologies in its upcoming films. However, these attempts have encountered significant obstacles, primarily due to legal concerns and potential public backlash 1.

AI Plans for 'Moana' Live-Action Remake

Source: gamesradar

Source: gamesradar

For the live-action remake of 'Moana', Disney reportedly planned to collaborate with AI company Metaphysic to create a digital deepfake of actor Dwayne Johnson 2. The idea was to have Johnson's cousin and stunt double, Tanoai Reed, act as a stand-in, with Johnson's face digitally superimposed onto Reed's performance in post-production. This approach aimed to reduce Johnson's required time on set 1.

However, after 18 months of negotiations between Disney and Metaphysic, the plan was abandoned. Disney cited concerns over data security and the complex legal question of ownership when generative AI is used in content creation 1.

AI Character Proposal for 'Tron: Ares'

Source: Gizmodo

Source: Gizmodo

For the upcoming sci-fi sequel 'Tron: Ares', Disney executives reportedly pitched the inclusion of a generative AI character named "Bit" 1. This AI-generated character was intended to serve as a companion to Jeff Bridges' returning character, Kevin Flynn 3.

The proposed AI character would have been built using context provided by a writer, with an actor performing the generated lines. However, this idea was also abandoned due to ongoing legal discussions and concerns about potential negative publicity 1.

Legal and Public Relations Challenges

Disney's attempts to incorporate AI technology have been complicated by several factors:

  1. Copyright concerns: Disney, along with Universal, has taken legal action against AI companies like Midjourney for alleged copyright infringement in training their models 1.

  2. Ownership issues: The use of generative AI raises questions about who owns the final product when AI models contribute to content creation 2.

  3. Public backlash: Disney has faced criticism for its use of AI in other projects, such as the opening title sequence of the Disney+ series 'Secret Invasion' 1.

Implications for AI in Hollywood

These setbacks highlight the challenges that major studios face in adopting AI technologies. While there is interest in exploring the potential of AI for cost savings and creative possibilities, the legal and public relations risks remain significant hurdles 1.

As the entertainment industry continues to grapple with the implications of AI, it's clear that the widespread adoption of these technologies in film production may not be as imminent as some have predicted 2. The outcome of ongoing legal battles and public discourse will likely shape the future of AI in Hollywood.

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