Hollywood’s Lobbying Group Takes a Stand: MPA Calls for Action Against OpenAI’s Sora 2 for IP Infringement

Hollywood’s Lobbying Power Awakens: MPA Calls for Action Against OpenAI’s Sora 2

In an unprecedented move, the Motion Picture Association (MPA) has stepped into the fray, urging OpenAI to take immediate action to safeguard intellectual property rights in light of its new app, Sora 2. This invite-only platform allows users to insert themselves into hyperrealistic clips featuring characters from major studios, raising significant concerns among Hollywood’s power players.

MPA CEO Charles Rivkin issued a strongly worded statement, emphasizing the urgency of the situation. “Since Sora 2’s release, videos that infringe our members’ films, shows, and characters have proliferated on OpenAI’s service and across social media,” he stated. Rivkin criticized OpenAI for shifting the responsibility of preventing infringement onto rightsholders, asserting that it is the company’s duty to protect creators’ rights.

The MPA, which represents industry giants like Disney, Netflix, and Warner Bros. Discovery, has historically taken a firm stance against piracy and illegal streaming. However, its recent silence on the implications of artificial intelligence in entertainment has raised eyebrows. While the organization has supported lawsuits against AI companies like Midjourney for character infringement, its response to the broader impact of AI tools has been muted—until now.

Since Sora 2’s launch on September 30, users have been able to generate manipulated versions of beloved characters from franchises such as South Park, Pokémon, and SpongeBob SquarePants. The app’s “cameo” feature allows users to verify their identity and likeness, further complicating the landscape of intellectual property rights.

In a potential sign of shifting dynamics, OpenAI CEO Sam Altman responded to the mounting pressure on October 3, indicating a willingness to provide rightsholders with more control over character generation. “First, we will give rightsholders more granular control over generation of characters,” Altman noted, suggesting a move towards a more conciliatory approach.

This change may have been influenced by the legal actions taken by major studios against Midjourney, as well as the stance of talent agency WME, which has informed OpenAI that all its clients will opt out of having their likenesses featured in Sora 2. WME’s digital chief, Chris Jacquemin, emphasized the importance of artists having a choice in how their likenesses are used.

Rivkin’s call for “immediate and decisive action” marks a notable shift in the MPA’s tone compared to its previous, more measured stance on AI and intellectual property. In June, the organization advocated for a balanced approach to AI that would protect creators while fostering innovation.

As Hollywood grapples with the implications of AI technology, the question remains: Will this assertive stance from the MPA signal a turning point in the relationship between Hollywood studios and Big Tech? The coming weeks may reveal whether this newfound urgency will lead to meaningful changes in how intellectual property is protected in the age of artificial intelligence.