Featured Image Credit: Disney
Topics: Disney, Film and TV, Artificial Intelligence, SAG-AFTRA Writers Strike
Poppy Bilderbeck
Topics: Disney, Film and TV, Artificial Intelligence, SAG-AFTRA Writers Strike
A clip from Prom Pact shows the movie using artificial intelligence actors.
This comes after actors and film industry staff represented by SAG-AFTRA - the Screen Actors Guild-American Federation of Television and Radio Artists - joined the Writers' Guild of America (WGA) strike in July, 2023.
The estimated 160,000 performers part of SAG-AFTRA walked away from Hollywood productions - with the stars of Oppenheimer even walking straight out of the film’s UK premiere in London in support of the strike.
While the WGA has negotiated a tentative deal with the Alliance of Motion Picture and Television Producers (AMPTP) - which represents companies including Sony Pictures, Universal Pictures, Walt Disney Studios, Warner Bros. - SAG-AFTRA members have yet to come to an agreement in their dispute over pay, working terms and conditions and AI technology.
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Now, a resurfaced clip of Disney+'s Prom Pact - which premiered earlier this year in March - has since been widespread on social media for its use of artificial intelligence.
Prom Pact is a rom-com movie directed by Anya Adamas which premiered on 30 March, 2023 on Disney Channel.
Clips from the movie have been shared to X - formerly known as Twitter - pointing out its use of AI actors in the background of a scene.
In May 2023, on a post-earnings conference call, Chief Executive Officer of The Walt Disney Company, Bob Iger said, as quoted by Deadline: "It’s pretty clear that AI represents some pretty interesting opportunities for us, and some substantial benefits.
"In fact, we are already starting to use AI to create some efficiencies and ultimately to better serve consumers. Getting close to the consumer is a real goal of ours.
"But it is also clear that AI is going to be highly disruptive and could be difficult to manage, particularly from an IP management perspective."
SAG-AFRTA National Executive Director and Chief Negotiator Duncan Crabtree-Ireland said the AMPTP proposed a plan for the use of artificial intelligence in film and tv which could particularly impact extras (background actors).
He said in a press conference, as quoted by Consequence Film: "They propose that our background performers should be able to be scanned, get paid for one day’s pay, and their company should own that scan of their image, their likeness and should be able to use it for the rest of eternity in any project they want with no consent and no compensation.
"So if you think that’s a groundbreaking proposal, I suggest you think again."