{"id":289802,"date":"2025-10-09T17:43:20","date_gmt":"2025-10-09T17:43:20","guid":{"rendered":"https:\/\/www.europesays.com\/us\/289802\/"},"modified":"2025-10-09T17:43:20","modified_gmt":"2025-10-09T17:43:20","slug":"major-talent-agencies-circle-the-wagons-as-sora-2-rattles-the-industry","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/us\/289802\/","title":{"rendered":"Major Talent Agencies Circle the Wagons As Sora 2 Rattles the Industry"},"content":{"rendered":"

\n\tIs Hollywood opting in or out? Early signs are that the major studios and talent agencies are now starting to circle the wagons over OpenAI<\/a>\u2018s latest product, Sora 2: an invite-only, TikTok-style video app debuting Sept. 30 that allows users to scan their face and place themselves in hyperrealistic clips.<\/p>\n

\n\tCreative Artists Agency, the Bryan Lourd-led major talent firm repping A-listers like Brad Pitt and Scarlett Johansson, is the latest to publicly draw a line in the sand on Sora 2, which can generate clips of major studios\u2019 characters featuring the likenesses of star talent.<\/p>\n

\n\t CAA<\/a>\u2018s statement, which goes unattributed to a single executive, takes a broader approach than just saying that the major agency is opting its clients out of OpenAI\u2019s latest tool. In fact, it doesn\u2019t explicitly use the words \u201copt out\u201d at all but frames Sora 2 as a \u201cmisuse\u201d of emerging technology that \u201cexposes our clients and their intellectual property to significant risk.\u201d<\/p>\n

\n\tThe missive, which underlines \u201ccontrol, permission for use, and compensation\u201d for its clients, signaled room for OpenAI to develop a \u201csolution\u201d to its own platform\u2019s copyright problem.<\/p>\n

\n\tIts rival, the David Kramer-led United Talent Agency deemed Sora 2 \u201cexploitation, not innovation\u201d in its own public stand on Thursday.<\/p>\n

\u201cThere is no substitute for human talent in our business, and we will continue to fight tirelessly for our clients to ensure that they are protected. When it comes to OpenAI\u2019s Sora or any other platform that seeks to profit from our clients\u2019 intellectual property and likeness, we stand with artists,\u201d a rep for UTA<\/a> stated.<\/p>\n

\n\tThe UTA statement added, \u201cThe future of industries based on creative expression and artistry relies on controls, protections, and rightful compensation. The use of such property without consent, credit or compensation is exploitation, not innovation.\u201d<\/p>\n

\n\tThe CAA statement takes a slightly different tack than longtime rival agency WME<\/a>\u2018s approach. That Oct. 1 memo<\/a>, issued by head of digital strategy Chris Jacquemin as guidance to agents, says: \u201cWe have notified OpenAI that all WME clients be opted out of the latest Sora AI update, regardless of whether IP rights holders have opted out IP our clients are associated with.\u201d<\/p>\n

\n\tDays earlier, even the normally reserved Motion Picture Association, the top lobbying group repping Disney, Netflix, Paramount, Amazon MGM Studios, Sony, Universal and Warner Bros. Discovery, spoke out against OpenAI\u2019s current plan for Sora 2. MPA chief Charles Rivkin said in an Oct. 6 shot<\/a> that OpenAI \u201cmust acknowledge it remains their responsibility \u2014 not rightsholders\u2019 \u2014 to prevent infringement on the Sora 2 service\u201d and that\u00a0Altman\u2019s team \u201cneeds to take immediate and decisive action to address this issue.\u201d<\/p>\n

\n\tWhether Altman backtracks or compromises further is the next question. On Oct. 3, the OpenAI chief at least nodded to the rightsholders issue in a tellingly titled post called \u201cSora Update #1<\/a>\u201d acknowledging the company wants to \u201clet rightsholders decide how to proceed (our aim of course is to make it so compelling that many people want to). There may be some edge cases of generations that get through that shouldn\u2019t.\u201d<\/p>\n

\n\tAltman added, \u201cPlease expect a very high rate of change from us.\u201d<\/p>\n

\n\tCAA\u2019s full unsigned memo on Oct. 8 is below:<\/p>\n

\n\t\u201cCAA is unwavering in our commitment to protect our clients and the integrity of their creations. The misuse of new technologies carries consequences that reach far beyond entertainment and media, posing serious and harmful risks to individuals, businesses, and societies globally. It is clear that Open AI\/Sora exposes our clients and their intellectual property to significant risk. The question is, does OpenAI and its partner companies believe that humans, writers, artists, actors, directors, producers, musicians, and athletes deserve to be compensated and credited for the work they create? <\/p>\n

Or does Open AI believe they can just steal it, disregarding global copyright principles and blatantly dismissing creators\u2019 rights, as well as the many people and companies who fund the production, creation, and publication of these humans\u2019 work? In our opinion, the answer to this question is obvious. Control, permission for use, and compensation is a fundamental right of these workers. Anything less than the protection of creators and their rights is unacceptable. <\/p>\n

We are open to hearing the solutions that Open AI has to these critical issues and remain steadfast in our work with intellectual property businesses and leaders, and creative guilds and unions, as well as state and federal legislators and global policymakers, to answer these challenges and set an aligned path for the future.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Is Hollywood opting in or out? Early signs are that the major studios and talent agencies are now…\n","protected":false},"author":3,"featured_media":289803,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[64,56905,305,67,132,68,10080,84033],"class_list":{"0":"post-289802","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business","8":"tag-business","9":"tag-caa","10":"tag-openai","11":"tag-united-states","12":"tag-unitedstates","13":"tag-us","14":"tag-uta","15":"tag-wme"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@us\/115345450938531158","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/289802","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/comments?post=289802"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/289802\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media\/289803"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media?parent=289802"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/categories?post=289802"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/tags?post=289802"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}