Listen: The AMPTP
The AMPTP proposed a contract that would give them the authority to scan and use actors’ likenesses for a fee or with consent.
The AMPTP’s latest proposal could have a lasting impact on image and likeness laws for years.
• SAG-AFTRA raised concerns as the proposal could enable the exploitation of these scans even after an actor’s death without any permission or consent from their family members.
• Social media ignited with concerns over moral implications and potential violations of constitutional rights.
• The most sensible solution is granting the right to scan and use an actor’s likeness solely for the project they were involved in, so no one loses control of their image and identity after their passing.
In recent years, we’ve witnessed the emergence of AI scans resurrecting deceased actors on screen. However, these scans were only possible through private agreements and monetary transactions with the actors’ families.
The AMPTP and SAG-AFTRA are now embroiled in a protracted negotiation for a new contract. At the heart of the dispute, as highlighted by The Hollywood Reporter, lies the contentious issue of ownership of your image and likeness.
The Alliance of Motion Picture and Television Producers seeks the authority to scan what they refer to as Schedule Factors. This category includes individuals earning more than the minimum wage for TV series regulars ($32,000 per episode) and feature film actors ($60,000 and above). They intend to scan and utilize these actors’ likenesses for a fee or with their consent.
However, SAG-AFTRA raised the alarm when it pointed out that the AMPTP’s proposal would enable them to exploit these scans even after an actor’s death without any permission or consent from their family members.
This revelation set social media ablaze, sparking concerns over moral implications and potential violations of constitutional rights. Picture yourself playing a small role in a TV show or movie, only to have the company reuse your likeness repeatedly, even after you’re gone, possibly for little to no compensation.
Another grave concern is whether this precedent will extend to scanning actors from classic films, such as Bogart or Bacall, and utilizing their images in new projects without consent.
The most sensible solution appears to be granting the right to scan and use an actor’s likeness solely for the project they were involved in. No one should lose control over their image and identity, whether they played a small part, a supporting role, or even a starring role, for eternity. And your rights should not be forfeited upon your passing.