Hollywood is currently grappling with an ongoing writers’ strike that has caused disruptions to TV and film productions worldwide. Now, the situation threatens to escalate further as American actors, represented by the Screen Actors Guild – American Federation of Television and Radio Artists (SAG-AFTRA), have overwhelmingly voted to strike if a new contract agreement is not reached with major studios, streamers, and production companies.
The actors’ primary demands revolve around better pay and increased safeguards regarding the use of their images with artificial intelligence (AI). With the rise of generative AI technology, actors fear that their jobs may be at risk as AI can replicate their facial expressions, body movements, and voices with alarming accuracy. They seek guarantees that AI will not be used to replace their roles in productions, protecting their professional relevance.
Additionally, actors are concerned about the impact of the streaming boom on their contracts. While series budgets are increasing, performers argue that they are not receiving a fair share of the revenue. They also highlight the discrepancy in residuals (payments for reused work) between streamers and broadcast TV rates. Furthermore, actors have raised concerns about the burden of self-taped auditions and the potential erosion of health and pension benefits.
The Alliance of Motion Picture and Television Producers (AMPTP), representing major Hollywood studios, including Walt Disney and Netflix, aims to negotiate a new agreement that benefits SAG-AFTRA members and the industry as a whole. The studios have faced significant pressure due to the ongoing writers’ strike and the potential actors’ strike, which share common negotiation points.
If actors do go on strike, it would profoundly impact the industry. Productions would come to a near-standstill due to the lack of scripts and performers. Promotional activities for completed projects, including red carpets, TV appearances, and interviews, would be affected. Major releases, such as Christopher Nolan’s Oppenheimer and Greta Gerwig’s live-action Barbie movie, could face disruptions, potentially causing difficulties in future theatrical release schedules and film festivals.
UK performers, who have already been dealing with the COVID-19 pandemic and a cost-of-living crisis, may also be affected if they are members of both SAG-AFTRA and Equity, the British performing arts and entertainment trade union. Equity has been in talks with SAG-AFTRA and has expressed concerns about the impact of AI, streamer payment rates, and self-taped auditions. While Equity would not call its own strike in solidarity with US actors, it may advise its members to pause work governed by SAG-AFTRA contracts.
AI might have its great side but it is a menace with implications for the creative workforce. We’re hoping for a resolution that benefits both actors and the industry as a whole.
