SAG-AFTRA's Crabtree-Ireland Rebukes AMPTP's 'Groundbreaking' AI Proposal

After the Alliance of Motion Picture and Television Producers (AMPTP) hailed their AI proposal to the Screen Actors Guild‐American Federation of Television and Radio Artists (SAG-AFTRA) as "groundbreaking," their sentiment was not reciprocated by the actors' union National Executive Director and chief negotiator, Duncan Crabtree-Ireland. "We're pretty far apart on AI," he asserted, arguing that the AMPTP is short-changing background performers on that part of the deal.

Crabtree-Ireland's remarks were made outside the Disney studios during a 'day one' strike tour with SAG-AFTRA President Fran Drescher. In a stern pronouncement, he stated that companies can't expect actors to give over their persona to corporate entities without having a say about its future use. He emphasized that his guild was not going to reach an agreement on such terms, pressing the marketers to negotiate a reasonable contract that respects actors.

He clarified that the guild was not against AI but insisted that its use should respect actors' rights to their own bodies, voices, images, and likeness. According to Crabtree-Ireland, the AMPTP's "groundbreaking" proposal was anything but. He argued that just because actors might scan their images for a day's pay, that should not give companies the revenues to use the scanned likeness indefinitely without providing additional compensation or gaining consent from the performers.

Crabtree-Ireland believes that the continuing SAG-AFTRA strike will soon impact the studios' and streamers' bottom lines. He expressed concern, particularly about the promotion of summer blockbusters. He also urged viewers to show their solidarity by vocalizing their support on social media and choosing their content sources carefully. The dialogue head argues that consumers are aware of their fair battle, and these companies risk alienating the public if they ignore labor solidarity and treatment of workers.

While the strike is still early, the possibilities of picketing in cities hosting streaming headquarters such as Seattle, home to Amazon, are on the table. There has also been concern among working actors about how SAG-AFTRA will handle streamers' tendencies to withdraw films and series from their services during AMPTP contract talks, particularly in the context of revenue share.

Now, onto the portion of our program where I get to add a little wit to the proceedings.

Stories like these always remind me of a classic Hollywood truth: when it comes to disputes between giant conglomerates and creative troops, the plot is never quite as straightforward as the logline. Indeed, in the unfolding saga of AMPTP vs. SAG-AFTRA, the trusted rule “show, don’t tell” seems to have been given a sabbatical.

It's important to remember, folks, that Hollywood has a long, illustrious history of weeding out the 'groundbreaking' from the 'repetitiously mundane'-and the AI star here isn't receiving rave reviews. Prepping the band and rolling out the red carpet, AMPTP is presenting this solution as a Tinseltown Fairytale: a miracle potent enough to cure the AI ills of background actors. Except the audience isn't quite ready to applaud.

Yes, indeed, the battle over one’s digital avatar can indeed be labeled such: a battle: a conflict of interest at the intersection of technology, privacy rights, and cold hard cash. Is it surprising then, the somewhat chilly reception of AMPTP's proposed 'gift'? And, while the AMPTP was hoping for a standing ovation, it seems they'll have to settle for a freeze frame.

Are the AMPTP directors right to cast their AI proposal in the lead role as groundbreaking? Or is Crabtree-Ireland's rebuttal deserving of an Emmy nod? Either way, it’s safe to say that in Hollywood: as in any good drama: timing is everything. As the stage lights dim and the strike presses on, both parties are waiting for the right cue to make their entrance. The final act is yet to be scripted, but it’s one the viewers: both in Hollywood and beyond: will, no doubt, be waiting for. So grab the popcorn, folks, this drama is far from over.