Things are have too meta in this dystopian landscape . Blade Runner 2049‘sproduction company Alcon Entertainment has sued Tesla and Elon Musk for allegedly feeding distillery from the Warner Bros. exposure to anAIimage source to create promotional material for the car maker . According tothe Hollywood Reporter , Alcon ’s hallmark title , while dismissed , has motivate a re - examining of the odd similarity betweenBlade Runner 2049and Tesla ’s ad crusade that allows smaller eccentric of right of first publication infringement to cover against the companionship .
The effigy in controversy is a still of Ryan Gosling ’s Officer K standing in the Orange River - hued wasteland expanse next to a futuristic car . The suit from Alcon claims that the still was used to create “ unlicensed promotional materials ” while including picture electrical distributor Warner Bros. Discovery for “ facilitating the partnership ” in a trespass of Alcon Entertainment ’s trademark .
The judge ruled in favour of Warner Bros. and Tesla , which had partnered up for the robotaxi ’s unveiling . At the event , Tesla boss Elon Musk debuted an mental image of his Cybercab expose in an spookily exchangeable ad that front like the scene in question fromBlade Runner 2049.Tesla denied the usance of trademarked materials ; Alcon had accused the company of using an AI image source to foray imagery from the scene from2049without using licensed permission . The grounds for the ruling were that Alcon was only working off “ information and opinion ” in this right of first publication misdemeanor event , concord to THR .
© Warner Bros.
The technicality may have won the fight , however Alcon revealed in the court case that it had denied Tesla the use ofBlade Runner 2049hours before the presentation in question . The evaluator ruled , “ give the tight timeframe Musk and Tesla were turn with in luminosity of their last - minute petition — and the resulting last - minute denial — to make enjoyment ofBR2049 , it is not at all farfetched for Plaintiff to allege on selective information - and - feeling that they made use of an AI image - source to do up with the finished product . ”
Most of the claims can therefore move forward — except for one which had ab initio invoked the Lanham Act ( aka the Trademark Act of 1946 , which Alcon had claimed Tesla violated through its barring of false affiliation ) , as Musk only mentioned the film once during the effect , but not in a way that implied authenticity to Alcon ’s accusations .
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Blade Runner 2049Elon MuskRyan GoslingTESLAWarner Bros. Discovery
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