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On Thursday, leaders Screen Actors Guild – Federation of American Television and Radio Artists announced that they are a group are on strike After negotiations with Hollywood Studios broke down. According to the Motion Picture and Television Producers Alliance, the rejected contract included a “groundbreaking AI proposal” to “protect the performers’ digital likenesses.” AMPTP said the AI contract would require performers’ consent to “create and use digital replicas or digitally alter performances.” SAG-AFTRA National Secretary Duncan Crabtree Ireland suggested at a press conference that the proposal is quite the opposite.
Crabtree Ireland described the AI proposal as a backdoor means for studios to obtain permanent rights to actors’ likenesses. “In its ‘groundbreaking AI proposal’, background performers can be scanned and paid for a day’s wages, and the company owns the scans, images and likenesses and can use them to: They will forever participate in any project they want, without consent or compensation,” the State Secretary-General argued in response to questions about the negotiations. “So if you think this is a groundbreaking proposal, I encourage you to think again.”
While the studio’s AI proposal is not the only reason the union voted to strike, it is a good example of the industry change SAG-AFTRA hopes to address with the strike. In recent years, studios have used technology to: How the industry treats performers’ image rights is likely to become an important issue in the near future.
Crabtree Ireland said in a press conference announcing the strike that “actors have the right to contracts that reflect the changes that have taken place in the industry”. “The current model devalues members and impacts their livelihoods.”
In any case, the strike itself is making history. Members of SAG-AFTRA will join the Writers Guild of America strike. Both groups have not gone on strike at the same time since the 1960s.