A 15-second AI-generated video showing Brad Pitt and Tom Cruise fighting on a rooftop has recently gained widespread attention online. This video was created using Seedance 2.0, the latest AI video-generation platform launched last week by ByteDance, the Chinese parent company behind TikTok. The emergence of this video highlights ongoing tensions surrounding the unauthorized use of copyrighted material in AI-generated content.
Industry Reacts to Unauthorized Use of Content
The video quickly drew criticism from Hollywood’s major industry groups, including the Motion Picture Association (MPA). Charles Rivkin, CEO of the MPA, condemned the platform for violating copyright laws and called for an immediate halt to its activities.
should immediately cease its infringing activity.
— Charles Rivkin, CEO of the Motion Picture Association
In a single day, the Chinese AI service Seedance 2.0 has engaged in unauthorized use of US copyrighted works on a massive scale,
Rivkin added,
By launching a service that operates without meaningful safeguards against infringement, ByteDance is disregarding well-established copyright law that protects the rights of creators and underpins millions of American jobs.
Filmmaker Shares AI Video Creation Process
The viral clip was originally shared on X by Irish filmmaker Ruairi Robinson, who revealed the video was made from a simple two-line prompt entered into Seedance 2.0. This example illustrates how quickly and easily AI tools can generate highly realistic video content using minimal input.
Hollywood Creatives Express Fear Over AI Impact
Rhett Reese, a writer and producer known for the Deadpool series and Zombieland, responded to Robinson’s post with a grim outlook on the future of filmmaking. Reese shared his concerns about AI’s growing ability to replicate Hollywood productions, risking numerous creative jobs.
I hate to say it. It’s likely over for us.
— Rhett Reese, Writer/Producer
indistinguishable from what Hollywood now releases.
he wrote, highlighting the quality AI can now achieve.
I was blown away by the Pitt v Cruise video because it is so professional. That’s exactly why I’m scared,
Reese added,
My glass half empty view is that Hollywood is about to be revolutionized/decimated.
Ongoing Struggles to Regulate AI in Entertainment
Reese’s concerns echo sentiments shared across Hollywood, where both the Screen Actors Guild‐American Federation of Television and Radio Artists (SAG-AFTRA) and the Writers Guild have fought for protections against AI’s impact on their industries. The unions’ 2023 strikes notably focused on setting boundaries for AI use, though some members feel these measures remain insufficient.
As contract talks between SAG-AFTRA and major studios resume, AI remains a top issue. One proposal gaining attention is the so-called “Tilly tax,” named after Tilly Norwood, Hollywood’s first AI-generated actor. This concept would impose a fee on studios using AI-created performers, aiming to safeguard professional actors’ livelihoods.
The actors’ union, currently in a media blackout due to ongoing negotiations, has not offered public comments on the subject.
Implications for Hollywood’s Future
The controversy surrounding the Tom Cruise AI video shines a spotlight on the broader copyright challenges AI technology presents to the film industry. As ByteDance and its Seedance 2.0 platform continue to push the boundaries of AI-generated entertainment without clear legal safeguards, Hollywood faces increasing pressure to adapt.
With union advocates demanding protections and major players acknowledging the risks to creative jobs, the industry stands at a crossroads. How studios regulate AI use and compensate affected creators will likely shape Hollywood’s future landscape in the years ahead.
