A copy of a copy of a copy
"That movie sucks," Elon Musk said in response to the lawsuit.
Credit: via Alcon Entertainment
Elon Musk may have personally used AI to rip off a Blade Runner 2049 image for a Tesla cybercab eventafter producers rejected any association between their iconic sci-fi movie and Musk or any of his companies.
In a lawsuit filed Tuesday, lawyers for Alcon Entertainment—exclusive rightsholder of the 2017 Blade Runner 2049 movie—accused Warner Bros. Discovery (WBD) of conspiring with Musk and Tesla to steal the image and infringe Alcon's copyright to benefit financially off the brand association.
According to the complaint, WBD did not approach Alcon for permission until six hours before the Tesla event when Alcon "refused all permissions and adamantly objected" to linking their movie with Musk's cybercab.
At that point, WBD "disingenuously" downplayed the license being sought, the lawsuit said, claiming they were seeking "clip licensing" that the studio should have known would not provide rights to livestream the Tesla event globally on X (formerly Twitter).
Musk’s behavior cited
Alcon said it would never allow Tesla to exploit its Blade Runner film, so "although the information given was sparse, Alcon learned enough information for Alcon’s co-CEOs to consider the proposal and firmly reject it, which they did." Specifically, Alcon denied any affiliation—express or implied—between Tesla's cybercab and Blade Runner 2049.
"Musk has become an increasingly vocal, overtly political, highly polarizing figure globally, and especially in Hollywood," Alcon's complaint said. If Hollywood perceived an affiliation with Musk and Tesla, the complaint said, the company risked alienating not just other car brands currently weighing partnerships on the Blade Runner 2099 TV series Alcon has in the works, but also potentially losing access to top Hollywood talent for their films.
The "Hollywood talent pool market generally is less likely to deal with Alcon, or parts of the market may be, if they believe or are confused as to whether, Alcon has an affiliation with Tesla or Musk," the complaint said.
Musk, the lawsuit said, is "problematic," and "any prudent brand considering any Tesla partnership has to take Musk’s massively amplified, highly politicized, capricious and arbitrary behavior, which sometimes veers into hate speech, into account."
In bad faith
Because Alcon had no chance to avoid the affiliation while millions viewed the cybercab livestream on X, Alcon saw Tesla using the images over Alcon's objections as "clearly" a "bad faith and malicious gambit... to link Tesla’s cybercab to strong Hollywood brands at a time when Tesla and Musk are on the outs with Hollywood," the complaint said.
Alcon believes that WBD's agreement was likely worth six or seven figures and likely stipulated that Tesla "affiliate the cybercab with one or more motion pictures from" WBD's catalog.
While any of the Mad Max movies may have fit the bill, Musk wanted to use Blade Runner 2049, the lawsuit alleged, because that movie features an "artificially intelligent autonomously capable" flying car (known as a spinner) and is "extremely relevant" to "precisely the areas of artificial intelligence, self-driving capability, and autonomous automotive capability that Tesla and Musk are trying to market" with the cybercab.
The Blade Runner 2049 spinner is "one of the most famous vehicles in motion picture history," the complaint alleged, recently exhibited alongside other iconic sci-fi cars like the Back to the Future time-traveling DeLorean or the light cycle from Tron: Legacy.
As Alcon sees it, Musk seized the misappropriation of the Blade Runner image to help him sell Teslas, and WBD allegedly directed Musk to use AI to skirt Alcon's copyright to avoid a costly potential breach of contract on the day of the event.
For Alcon, brand partnerships are a lucrative business, with carmakers paying as much as $10 million to associate their vehicles with Blade Runner 2049. By seemingly using AI to generate a stylized copy of the image at the heart of the movie—which references the scene where their movie's hero, K, meets the original 1982 Blade Runner hero, Rick Deckard—Tesla avoided paying Alcon's typical fee, their complaint said.
Musk maybe faked the image himself, lawsuit says
During the live event, Musk introduced the cybercab on a WBD Hollywood studio lot. For about 11 seconds, the Tesla founder "awkwardly" displayed a fake, allegedly AI-generated Blade Runner 2049 film still. He used the image to make a point that apocalyptic films show a future that's "dark and dismal," whereas Tesla's vision of the future is much brighter.
In Musk's slideshow image, believed to be AI-generated, a male figure is "seen from behind, with close-cropped hair, wearing a trench coat or duster, standing in almost full silhouette as he surveys the abandoned ruins of a city, all bathed in misty orange light," the lawsuit said. The similarity to the key image used in Blade Runner 2049 marketing is not "coincidental," the complaint said.
If there were any doubts that this image was supposed to reference the Blade Runner movie, the lawsuit said, Musk "erased them" by directly referencing the movie in his comments.
"You know, I love Blade Runner, but I don’t know if we want that future," Musk said at the event. "I believe we want that duster he’s wearing, but not the, uh, not the bleak apocalypse.”
The producers think the image was likely generated—"even possibly by Musk himself"—by "asking an AI image generation engine to make 'an image from the K surveying ruined Las Vegas sequence of Blade Runner 2049,' or some closely equivalent input direction," the lawsuit said.
Alcon is not sure exactly what went down after the company rejected rights to use the film's imagery at the event and is hoping to learn more through the litigation's discovery phase.
Musk may try to argue that his comments at the Tesla event were "only meant to talk broadly about the general idea of science fiction films and undesirable apocalyptic futures and juxtaposing them with Musk’s ostensibly happier robot car future vision."
But producers argued that defense is "not credible" since Tesla explicitly asked to use the Blade Runner 2049 image, and there are "better" films in WBD's library to promote Musk's message, like the Mad Max movies.
"But those movies don’t have massive consumer goodwill specifically around really cool-looking (Academy Award-winning) artificially intelligent, autonomous cars," the complaint said, accusing Musk of stealing the image when it wasn't given to him.
If Tesla and WBD are found to have violated copyright and false representation laws, that potentially puts both companies on the hook for damages that cover not just copyright fines but also Alcon's lost profits and reputation damage after the alleged "massive economic theft."
Musk responds to Blade Runner suit
Alcon suspects that Musk believed that Blade Runner 2049 was eligible to be used at the event under the WBD agreement, not knowing that WBD never had "any non-domestic rights or permissions for the Picture."
Once Musk requested to use the Blade Runner imagery, Alcon alleged that WBD scrambled to secure rights by obscuring the very lucrative "larger brand affiliation proposal" by positioning their ask as a request for much less expensive "clip licensing."
After Alcon rejected the proposal outright, WBD told Tesla that the affiliation in the event could not occur because X planned to livestream the event globally. But even though Tesla and X allegedly knew that the affiliation was rejected, Musk appears to have charged ahead with the event as planned.
"It all exuded an odor of thinly contrived excuse to link Tesla’s cybercab to strong Hollywood brands," Alcon's complaint said. "Which of course is exactly what it was."
Alcon is hoping a jury will find Tesla, Musk, and WBD violated laws. Producers have asked for an injunction stopping Tesla from using any Blade Runner imagery in its promotional or advertising campaigns. They also want a disclaimer slapped on the livestreamed event video on X, noting that the Blade Runner association is "false or misleading."
For Musk, a ban on linking Blade Runner to his car company may feel bleak. Last year, he touted the Cybertruck as an "armored personnel carrier from the future—what Bladerunner would have driven." This amused many Blade Runner fans, as Gizmodo noted, because there never was a character named "Bladerunner," but rather that was just a job title for the film's hero Deckard.
In response to the lawsuit, Musk took to X to post what Blade Runner fans—who rated the 2017 movie as 88 percent fresh on Rotten Tomatoes—might consider a polarizing take, replying, "That movie sucks" on a post calling out Alcon's lawsuit as "absurd."
Ashley is a senior policy reporter for Ars Technica, dedicated to tracking social impacts of emerging policies and new technologies. She is a Chicago-based journalist with 20 years of experience.
