‘Blade Runner 2049’ producers sue Elon Musk, Tesla, and Warner Bros. over copyright infringement

Alcon Entertainment, the studio behind Blade Runner 2049, has taken legal action against Elon Musk, Tesla, and Warner Bros. Discovery, alleging copyright infringement in connection with the launch of Tesla’s fully autonomous Robotaxi.

According to the lawsuit, which was filed in Los Angeles on October 21, 2024, the companies are accused of using AI-generated images that closely resemble scenes from the 2017 sci-fi film, despite Alcon explicitly refusing to grant permission for any such use.

The alleged infringement occurred during Tesla’s high-profile Robotaxi launch event on October 10, 2024, held at the Warner Bros. Discovery lot in Burbank. During the presentation, which was live-streamed globally, Tesla displayed AI-generated images that mimicked key scenes from Blade Runner 2049, including one featuring a Ryan Gosling look-alike and another depicting the film’s signature Peugeot-styled futuristic vehicle. According to the lawsuit, these visual elements were shown during an 11-second segment in which Musk attempted to explain the futuristic vision behind the Robotaxi.

Alcon claims that Warner Bros. Discovery had previously contacted them to request permission to use specific imagery from Blade Runner 2049 for the event, but Alcon Co-CEOs Andrew Kosove and Broderick Johnson firmly denied the request. The lawsuit alleges that Musk and Tesla proceeded with the use of these images despite being fully aware of Alcon's refusal.

Alcon is seeking an injunction to prevent any further unauthorized use of Blade Runner 2049's copyrighted elements, as well as compensation for monetary damages. The company also expressed concern that Tesla and Warner Bros.' actions could create brand confusion, especially as Alcon is currently engaged in negotiations with automotive brands for potential partnerships tied to their upcoming Blade Runner 2099 series, set to premiere on Amazon Prime.

The lawsuit not only accuses Tesla and Musk of direct copyright infringement but also includes claims of vicarious and contributory infringement. Alcon argues that the misuse of Blade Runner 2049's distinctive visuals and themes for Tesla’s promotional purposes was a calculated move to boost the event’s appeal by associating the launch of the autonomous cybercab with the film’s futuristic aesthetic. The company points out that the parallels between the fictional world of Blade Runner—which prominently features autonomous vehicles—and Tesla’s Robotaxi are too strong to ignore, making the unauthorized use of these visuals an obvious infringement on their intellectual property.

Furthermore, Alcon highlighted Musk’s polarizing public image, arguing that any affiliation between their Blade Runner brand and Musk could have negative repercussions, especially given Musk’s controversial political and social views. Alcon emphasized that its refusal to allow Blade Runner 2049's elements to be used was partly due to concerns over Musk’s “massively amplified, highly politicized, capricious, and arbitrary behavior,” which has, at times, veered into hate speech. This raises further concerns for Alcon, as it could potentially impact the brand value of the Blade Runner franchise, especially as it prepares for the launch of the highly anticipated Blade Runner 2099 series.

Alcon's legal action underscores the broader issue of unauthorized use of AI-generated content in the entertainment industry, raising questions about how AI technology is reshaping intellectual property rights. The case could set a precedent for future disputes involving AI-generated works that closely resemble protected content, particularly as AI continues to be integrated into creative and promotional processes. If successful, Alcon’s lawsuit could result in substantial monetary damages and an injunction that could have long-term implications for how AI-generated content is used in marketing and entertainment events.

Neither Tesla, Musk, nor Warner Bros. Discovery has commented on the lawsuit as of yet. The case is being closely watched by legal experts and the entertainment industry, particularly given the increasing use of AI in both filmmaking and promotional activities.