Alcon Entertainment is suing Elon Musk, Tesla, and Warner Bros. for what it claims is “massive economic theft” after Musk used what looked like an AI-generated image reminiscent of Blade Runner 2049 to promote Tesla’s new self-driving car, the Robotaxi.
The complaint refers to an image that appears during Musk’s keynote, which is meant to show how Tesla is trying to avoid a dystopian future like the one depicted in Denis Villeneuve’s 2017 sequel. Musk even references Blade Runner when talking about the image, saying, “We see a lot of sci-fi movies were the future is dark, abysmal… it’s not a future you want to be in. I love Blade Runner, but I don’t know if I want the future. Maybe we want that duster he’s wearing, but not the bleak apocalypse.”
Alcon, the production company behind Blade Runner 2049, claims in its complaint that Tesla asked for permission to use an “iconic still image” from the movie during its event, but that it refused permission. It then claims that Tesla decided to use AI to create a fake image based on the movie anyway.
“During those 11 seconds, Musk tried awkwardly to explain why he was showing the audience a picture of BR 2049 when he was supposed to be talking about his new product. He really had no credible reason,” the complaint reads. “Musk ostensibly invited the global audience to think about the cybercab’s possibilities in juxtaposition to BR2049’s fictional future. But it all exuded an odor of thinly contrived excuse to link Tesla’s cybercab to strong Hollywood brands at a time when Tesla and Musk are on the outs with Hollywood. Which of course is exactly what it was.”
The complaint goes on to claim that contracts linking Blade Runner 2049 and automotive brands have had “dollar price tags in the eight figures,” calling Musk himself “problematic” while accusing him of “massively amplified, highly politicized, capricious and arbitrary behavior.” Musk has yet to respond to the lawsuit.
In addition to Musk himself, the complaint also names Tesla and Warner Bros. Discovery as defendants, the latter because it owns the lot on which the Robotaxi keynote was delivered. Alcon is seeking damages due to what it says is copyright infringement and false endorsement.
As for the Robotaxi (or Cybercab) revealed on October 10, it’s set to be released sometime before 2027. “I think it’s going to be a glorious future,” Musk says.
Kat Bailey is IGN’s News Director as well as co-host of Nintendo Voice Chat. Have a tip? Send her a DM at @the_katbot.
