How Sam Altman Conquered Hollywood: Behind the Scenes of His Creative Journey

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How Sam Altman Conquered Hollywood: Behind the Scenes of His Creative Journey

No one quite knew what was brewing as September rolled on. Just before OpenAI launched its new app, Sora, rumors buzzed about potential disruptions in Hollywood. A major talent agency learned about these changes through informal channels and found itself in discussions with OpenAI, originally led by Sam Altman. The agency felt blindsided and reached out for clarity.

Initial talks weren’t smooth. An agency executive described OpenAI as “purposely misleading.” While OpenAI representatives promised protections for talent’s likenesses and intellectual property, the reality was more complicated. Different executives received mixed messages. Some were told that opt-in permissions would be needed for every use, while others were left in the dark on crucial distinctions.

As negotiations progressed, it became clear there was confusion over how likenesses would be handled. For instance, WME, representing stars like Ryan Reynolds and Matthew McConaughey, was told their clients needed to explicitly opt out if they didn’t want their likeness used. An agent expressed disbelief, worried that clients would fire them if they advised participation in Sora.

On September 29, the day before Sora’s official release, WME received word that likenesses would only be used with permission—an important win, yet still not enough. The app allows users to create content featuring iconic Hollywood properties, but studios would have to individually flag anything they wanted removed, marking a significant move by tech firms into traditional entertainment realms.

By October 3, Altman announced a version of opt-in, which left many feeling uneasy. The platform had generated clips featuring well-known movies, TV shows, and games, propelling it to the top of the App Store charts. Many in Hollywood felt this strategy was calculated, meant to exploit the system before protections were fully in place. Discussions have now turned to legal ramifications, with litigation on the table.

Hollywood’s response has been swift yet fragmented. The Motion Picture Association, usually quiet, felt compelled to voice concerns, and agencies like CAA and UTA followed suit. WME circulated memos reminding its agents that their clients would not be participating in Sora unless agreements were reached.

Inside Hollywood, there’s growing anxiety and confusion regarding how to opt out. The current mechanism for doing so is cumbersome, leaving many feeling that Altman’s reassurances are mere lip service. There’s dissatisfaction over the fact that studios lack a solid protocol for protecting their properties.

Disney, for instance, firmly stated that it should not have to “opt out” to protect its rights. Earlier this year, alongside Universal and Warner Bros., Disney sued Midjourney for unauthorized use of its properties, a sign of rising tensions between traditional media and AI companies.

Rob Rosenberg, a legal expert and former Showtime executive, points out that AI firms are flipping copyright norms on their head. They create a false narrative whereby creators must opt out, which effectively shifts responsibility onto them.

For years, OpenAI has pursued an aggressive approach to intellectual property, often relying on the “ask for forgiveness” model. Its core revenue streams, particularly from products like ChatGPT, indicate significant financial success. Yet, it’s unclear how Sora will fare in a landscape where recognizable properties are crucial.

Many creators are excited about the potential of interactive content that Sora could usher in. Altman has mentioned that many rightsholders view this as an exciting opportunity for fan engagement. Still, Hollywood is in a precarious spot, reminiscent of the early days of the internet when the fight against piracy was slow and ineffective.

The main leverage studios have now is the potential for future deals with tech companies like OpenAI. However, the relationship seems adversarial rather than collaborative. A WME exec noted that AI firms have been developing their technologies using content pulled from the internet, often without consent.

The pressing question remains: should the studios have acted sooner? Taking legal action earlier might have resulted in agreements mandating that AI firms exclude copyrighted content from their training datasets. Now, studios seem focused on defending their intellectual property rather than exploring potential collaborations with AI.

Firms like Disney could decide to go solo, creating standalone apps similar to Sora, generating interactive content based on their properties for a subscription fee. However, the interests of studios and agencies could diverge significantly, complicating decision-making.

As the landscape shifts, WME partners express frustration, arguing that clients deserve better protection. The conversation around AI and its impact on Hollywood is heating up, with many realizing that the battle for intellectual property rights is just beginning. The challenge lies in striking a balance between safeguarding traditional media and embracing new technologies that could redefine how stories are told.

For further reading on copyright and AI impacts, consider looking at reports from industry experts like this one from The Information.



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Business Features,OpenAI