A viral AI-generated clip showing Brad Pitt and Tom Cruise in a fight atop a building is stirring the internet. The 15-second scene comes from Seedance 2.0, the latest AI video-creation platform unveiled this week by ByteDance—the same company behind TikTok. As the clip spreads, industry groups like the Motion Picture Association (MPA) and others are raising alarms about unauthorized use of copyrighted material.
MPA CEO Charles Rivkin condemned the release, stating the service should stop its infringing activity immediately. He warned that Seedance 2.0 has exploited U.S. copyrighted works on a massive scale in a single day and that ByteDance’s platform, by lacking meaningful safeguards against infringement, is flouting established copyright law that protects creators and supports millions of American jobs.
The video first appeared on X (formerly Twitter) via Irish filmmaker Ruairi Robinson, who explained in a post that the 15-second clip originated from a two-line prompt fed into Seedance 2.0.
Rhett Reese, the writer-producer behind films like the Deadpool series and Zombieland, reacted to Robinson’s post with concern. He suggested that we may be on the cusp of a era where a computer could generate a film indistinguishable from Hollywood releases. Reese warned he worries about losing his own work as AI tools grow more capable in creative fields. He even called the Pitt-vs-Cruise video impressively professional, remarking that this is exactly why he’s anxious about the industry’s future and predicting that Hollywood could be fundamentally transformed—or decimated.
This fear about AI hollowing out traditional film jobs isn’t new. Protecting performers’ and writers’ rights in the face of AI was a central issue during SAG-AFTRA and Writers Guild strikes in 2023. Even though those safeguards are years old, some members feel they don’t go far enough.
As SAG-AFTRA resumed contract talks with studios, AI remains a top priority. The union is expected to push for measures like a so-called Tilly tax—a fee studios would owe the union to use AI-generated performers—an idea tied to Hollywood’s first AI actor, Tilly Norwood.
SAG-AFTRA told The Times that it supports studios in denouncing Seedance 2.0’s blatant infringement, noting that the video includes unauthorized uses of members’ voices and likenesses. A union spokesperson stated that Seedance 2.0 ignores law, ethics, industry standards, and consent principles, and added that responsible AI development requires accountability, which they say is absent here.
If you’re curious about what this means for the future of film, consider: How should studios balance creative innovation with lawful protection of actors and writers? Do new AI tools necessitate stronger consent and licensing norms, or could they expand opportunities for artists in unexpected ways? Share your take in the comments.
