Home / Technology / OpenAI's Sora App Faces Backlash from Hollywood Talent Agencies
OpenAI's Sora App Faces Backlash from Hollywood Talent Agencies
15 Oct
Summary
- OpenAI's new Sora app allows users to create content using copyrighted Hollywood properties
- Talent agencies accuse OpenAI of misleading them about Sora's content usage policies
- Studios and agencies are considering legal action against OpenAI's "opt-out" approach
On September 29, 2025, OpenAI unveiled its new Sora social media app, which allows users to create content featuring recognizable movies, TV shows, and video games. However, the launch was met with backlash from Hollywood talent agencies, who accused OpenAI of being "purposely misleading" about the app's content usage policies.
In the weeks leading up to Sora's release, OpenAI representatives had assured agencies that an opt-in regime would protect their clients' intellectual property and likenesses. But it soon became clear that the company's messaging was inconsistent, with some agencies being told an opt-in would be required for both IP and likenesses, while others were told the opposite.
This confusion led agencies like WME to recoil at the prospect of having to proactively notify OpenAI to exclude their clients' content from the platform. "Imagine an agent calling a client right now and advocating for them to get onto Sora," one WME partner said. "It's very likely that client would fire their agent."
As Sora gained popularity, studios and agencies scrambled to get in front of the situation. The Motion Picture Association, CAA, and UTA all publicly rebuked OpenAI, while individual studios like Disney asserted that they were not required to "opt out" to preserve their copyrights.
Internally, Hollywood executives expressed frustration over the lack of a formal opt-out system, characterizing OpenAI CEO Sam Altman's subsequent walk-back as mere "lip service." The industry is now considering legal action, with some believing that entering into talks with OpenAI would forever put the onus on them to protect their intellectual property.
The battle between OpenAI and Hollywood highlights the ongoing tension between the tech industry's "ask forgiveness, not permission" approach and the entertainment world's desire to maintain control over its valuable assets. As AI continues to advance, this clash is likely to intensify, with both sides fighting to shape the future of content creation and distribution.
