Elon Musk, Tesla, and Warner Bros. are embroiled in a legal dispute with Alcon Entertainment, the production company behind the film “Blade Runner 2049” and its forthcoming sequel. This legal action arises from the unauthorized use of imagery resembling a scene from the 2017 sci-fi movie during the unveiling of Tesla’s new Cybercab robotaxi.
Musk, known for intertwining pop culture references with his product launches, reportedly requested permission from Warner Brothers Discovery to use a still from “Blade Runner 2049” for the event. After his request was denied, a generic, AI-generated image reminiscent of the film was used instead. Alcon Entertainment has filed a lawsuit alleging direct, vicarious, and contributory copyright infringement, along with false endorsement.
The lawsuit highlights concerns over Musk’s public persona, suggesting that his controversial actions might deter potential Tesla partnerships. Alcon argues that the unauthorized usage of the image constitutes a “false affiliation” with the brand, potentially impacting the company’s market value.
While the financial implications for Alcon are not precisely known, the lawsuit estimates the fair market value of the misused brand affiliation to be in the six-figure range, if not higher.
In addition to this dispute, the event titled “We, Robot” drew criticism from Alex Proyas, director of another sci-fi film, “I, Robot,” for its visual similarities to his work. Proyas voiced his disapproval on social media, further complicating the narrative around Tesla’s product presentation choices.
Musk’s references to the “Blade Runner” franchise continue to be a focal point in his public appearances, often sparking debate over his interpretation and understanding of the source material. Despite these controversies, Musk remains a polarizing figure whose actions continue to influence Tesla’s brand perception in the marketplace.