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The scene depicts the end of a Hollywood actor strike with no people in the image. The Hollywood studio gates are wide open with Strike Over banne
The scene depicts the end of a Hollywood actor strike with no people in the image. The Hollywood studio gates are wide open with Strike Over banne
The scene depicts the end of a Hollywood actor strike with no people in the image. The Hollywood studio gates are wide open with Strike Over banne

Entertainment

Shaping the Future of Performance: Highlights from SAG-AFTRA’s Landmark Deal and AI Protections

NOTE: This article is 7 months old and may not include the most recent information.

In a significant milestone for the entertainment industry, SAG-AFTRA President Fran Drescher and Chief Negotiator Duncan Crabtree-Ireland have culminated a 118-day strike with a forward-looking contract negotiation with major Hollywood studios. The following highlights from an interview with Deadline offer an inside look at the intensive talks that led to this groundbreaking agreement.

A Billion-Dollar Deal for the Digital Age
The new tentative agreement boasts an impressive valuation of over $1 billion, with benefits such as increased minimum rates, streaming participation bonuses, and new caps on health and pension. Notably, this contract introduces pioneering AI protection provisions, setting a new industry standard.

On the Frontlines of Negotiation
Drescher and Crabtree-Ireland, who have faced underestimation and attacks, stood firm on the front lines, engaging directly with the CEOs of Netflix, Disney, NBCUniversal, and Warner Bros Discovery. Their steadfast presence on the picket lines and in negotiations emphasized their commitment to securing a fair deal.

The AI Challenge and Triumph
A significant triumph in the negotiations was securing AI protections. Recognizing the swift advancements in AI, the leaders knew that without immediate action, the union would struggle to catch up. The agreement now includes informed consent for the creation and use of digital replicas and compensation structures, ensuring actors are respected in the new digital realm.

The CEOs’ Crucial Role
The engagement of the CEOs was pivotal. Through direct dialogue, SAG-AFTRA conveyed the critical nature of AI protections, influencing the studios to move beyond their initial comfort zones. The final agreement came through only after the studios acknowledged the union’s unwavering position and agreed to the necessary protections.

Impact Beyond the Present
Drescher believes this contract is not just about current benefits; it’s a multigenerational pact that will impact the industry for years to come. It lays down foundational pillars for an industry undergoing rapid technological transformation, ensuring that actors’ contributions are safeguarded in the digital age.

Informed Consent and Fair Compensation
The contract introduces specific protections around digital replication, including informed consent, notification rights, and bargaining for compensation. It addresses the ethical concerns about AI’s implementation in the industry, ensuring actors have a say in the use of their images and performances.

Preparing for the Next Chapter
Looking ahead, the guild and studios have agreed to semi-annual meetings to keep abreast of technological advancements. This proactive approach aims to protect all industry players against issues like piracy and the unauthorized use of digital content.

Addressing the Past and Future
Despite the pressure of studio-imposed deadlines and the potential for negotiations to derail, the union leaders maintained their stance, resulting in a contract that addresses the current and future needs of actors in the industry.

Conclusion
With an unwavering commitment to the middle-class actor and an eye towards future challenges, the SAG-AFTRA leaders have negotiated a contract that addresses the immediate and existential threats posed by AI while paving the way for ongoing innovation and protection in the entertainment industry.

To read the full Q&A and delve deeper into the specifics of this historic negotiation, refer to the original Deadline article: “This Was A Negotiation For The Future”: Fran Drescher & Duncan Crabtree-Ireland On SAG-AFTRA Deal, AI & Informed Consent + Importance Of CEOs.

Trevor Decker
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