A Prom Pact clip demonstrates the film’s use of artificial intelligence actors.
This happens when SAG-AFTRA – the Screen Actors Guild-American Federation of Television and Radio Artists. Actors and film industry employees joined the Writers’ Guild of America (WGA) strike in July 2023.
The estimated 160,000 SAG-AFTRA members walked out of Hollywood projects. With the stars of Oppenheimer even walking out of the film’s UK premiere in London in solidarity of the strike.
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While the WGA has reached an agreement with the Alliance of Motion Picture and Television Producers (AMPTP), which represents companies such as Sony Pictures, Universal Pictures, Walt Disney Studios, and Warner Bros., SAG-AFTRA members have yet to reach an agreement in their dispute over pay, working conditions, and artificial intelligence (AI).
Now, a resurrected clip from Disney+’s Prom Pact, which debuted earlier this year in March, has gone viral on social media for its usage of artificial intelligence.
Prom Pact is a rom-com film directed by Anya Adamas that premiered on Disney Channel on March 30, 2023.
Clips from the film have been published on X, formerly known as Twitter, highlighting the usage of AI characters in the backdrop of a scene.
On a post-earnings conference call in May 2023, The Walt Disney Company’s Chief Executive Officer, Bob Iger, said, as quoted by Deadline: “It’s pretty clear that AI represents some pretty interesting opportunities for us, and some substantial benefits.”
“In fact, we are already using AI to create efficiencies and, ultimately, to better serve customers.” Our real purpose is to get closer to the consumer.
“But it is also clear that AI is going to be highly disruptive and could be difficult to manage, particularly from an IP management perspective.”
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According to SAG-AFRTA National Executive Director and Chief Negotiator Duncan Crabtree-Ireland, the AMPTP suggested a strategy for the use of artificial intelligence in film and television, which might affect extras (background actors) in particular.
“They propose that our background performers should be able to be scanned, get paid for one day’s pay, and their company should own that scan of their image, their likeness. Should be able to use it for the rest of eternity in any project they want with no consent and no compensation,” he said at a press conference, according to Consequence Film.
“So if you think that’s a groundbreaking proposal, I suggest you think again.”
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