.webp)
In a significant move, renowned actor Tom Cruise recently joined a negotiating session via Zoom to emphasize the importance of the AI issue to members of the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA), according to The Hollywood Reporter.
Cruise's involvement went beyond AI as he also sought to persuade the Alliance of Motion Picture and Television Producers (AMPTP) to back the guild's stance on stunt performers. The "Mission: Impossible" star expressed his concerns about the delicate state of movie theaters in the post-pandemic era, offering insights during the negotiation session with SAG-AFTRA representatives.
SAG-AFTRA occasionally invites performers to participate in negotiating sessions to provide their expertise on relevant issues. In this case, the guild recognized the value of Cruise's perspective, with no other actor of his caliber participating in the negotiations in this capacity.
SAG-AFTRA presented several proposals concerning stunt professionals, including stunt coordinators and performers, which the union, representing its 160,000 members, aimed to protect. Additionally, the guild focused on establishing guidelines for the responsible use of generative AI in the entertainment industry. Their focus was on ensuring performers' consent and appropriate compensation when their performances are incorporated into AI technology.
Despite Cruise's active involvement in the negotiations, SAG-AFTRA and the AMPTP failed to reach a deal after approximately five weeks of discussions. As a result, the union's film and television contracts package expired on Wednesday, July 12, at 11:59 p.m. In response, performers initiated picketing activities at studio lots and corporate headquarters in New York and Los Angeles on July 14, withholding their work and leading to the shutdown or postponement of various productions, including "Mission: Impossible 8."
Alongside his efforts to lobby studios and streamers on behalf of SAG-AFTRA, Cruise also suggested that the union consider allowing actors to promote films during a strike, given the fragile state of movie theaters. This proposal raised discomfort among some attendees during the negotiations.
SAG-AFTRA's current strike rules explicitly prohibit publicity, including conventions, interviews, tours, or social media promotion of any struck work or companies during the work stoppage. As negotiations continue, the involvement of influential figures like Tom Cruise highlights the significance of the AI issue and the welfare of stunt professionals to the members of SAG-AFTRA.
