Tesla’s new vehicles and robots were showcased at the “We, Robot”. The event, held at a major film studio, attracted attention as Musk introduced futuristic designs. He rode in the Cybercab, showcasing Tesla’s vision for autonomous transport, and discussed the Optimus humanoid robot.
An important moment came when Musk projected an image of a figure standing in a desolate, orange-tinted scenery—closely resembling an iconic shot from Blade Runner 2049. Musk referenced the film during his talk, joking about the character’s coat while suggesting that he preferred an exciting and fun world over the bleak future shown in the movie.
Alcon claims this image was generated using AI after the studio denied Tesla’s request to use a still from the film. The visual was shown for about 11 seconds during the presentation, which Alcon believes was an intentional move to evoke the movie’s brand.
Why Did Alcon Reject Tesla Request?
Tesla contacted Alcon on the day of the event, asking for permission to use a still from Blade Runner 2049. Alcon declined because he’s skeptical about Musk’s public actions and their effect on the studio’s reputation.
In the lawsuit, Alcon points to Musk’s involvement in political campaigns and the spread of misinformation as reasons for distancing their brand from him. The studio made it clear that any association with Musk could harm future business partnerships.
Alcon is working on a new project, Blade Runner 2099, and feared the use of their imagery in the Tesla event could complicate their negotiations with other companies.
Alcon said that they wanted to avoid linking the Blade Runner brand with Musk’s unpredictable behaviour, which could lead to confusion among their potential partners.
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What Forms Of Compensation Does Alcon Want?
Alcon is asking for financial compensation and legal fees, along with any profits Tesla gained through the event. The studio estimates that associating with Blade Runner 2049 would be worth at least $100,000.
On top of monetary damages, Alcon wants a legal order to prevent Tesla from using any references to Blade Runner 2049 in the future. The studio shared that the unauthorised use of their imagery could affect their current negotiations with other companies, especially for their upcoming TV series.
Alcon claims Tesla’s actions were calculated to link their brand to the presentation, possibly causing harm to their relationships with other businesses. The lawsuit makes sure Tesla takes responsibility for using the imagery without permission.
What Did Musk Say?
Elon Musk reacted to the lawsuit with a dismissive post on social media, saying, “That movie sucked.” Tesla and Warner Bros. Discovery, both named in the lawsuit, have not made any official comments so far.
Warner Bros. distributed Blade Runner 2049 in North America, but Alcon retains control over the film’s copyright. This meant Tesla needed Alcon’s approval, which the studio denied, leading to the lawsuit.
Millions of people have watched the event’s live stream, drawing even more attention to the case.
Alcon’s lawsuit is making people wonder about the use of AI-generated content, copyright control, and brand management. The court’s final verdict will likely influence how companies deal similar situations in the coming years.
