Photo Credit: Alcon Entertainment
Alcon Entertainment, the production company behind Blade Runner 2049, has filed a lawsuit against Tesla, Elon Musk, and Warner Bros. Discovery, alleging copyright infringement. The lawsuit claims that during Tesla’s October 2024 Robotaxi launch, AI-generated images resembling iconic scenes from the film were used without permission. These images included a Ryan Gosling look-alike and futuristic vehicles, closely mirroring the original film’s aesthetic. Despite being denied permission to use content from the film, Musk and Tesla proceeded to display the visuals during the globally livestreamed event.
Alcon asserts that these images were designed to capitalize on the visual identity of Blade Runner 2049, particularly its portrayal of autonomous vehicles—a key element that aligns with Tesla’s Robotaxi concept. Alcon contends this not only infringes on their intellectual property but also creates brand confusion, particularly as they are in discussions with other automotive brands for partnerships related to the upcoming Blade Runner 2099 series on Amazon Prime.
The lawsuit also highlights concerns about Musk’s controversial public image. Alcon states that associating Blade Runner 2049 with Tesla and Musk could negatively affect the franchise’s reputation, given Musk’s divisive and politicized behavior, which the lawsuit describes as “highly amplified” and sometimes “veering into hate speech”.
Alcon is seeking financial compensation and an injunction to prevent further unauthorized use of the film’s imagery. The case has drawn attention due to its implications for the use of AI-generated content in marketing and the entertainment industry, particularly how intellectual property rights are affected by the increasing role of AI.
This lawsuit underscores broader concerns about AI’s role in creating derivative works that closely resemble protected content. If successful, Alcon’s case could set a significant precedent for how AI-generated media is handled in future copyright disputes.
