MPA Chief Frames AI as Creative Opportunity

Charles Rivkin, Chairman and CEO of the Motion Picture Association, told CinemaCon attendees that AI can "bolster the art of storytelling" and "improve the fan experience," while warning it also poses copyright and workforce risks. Rivkin framed AI as a tool that can enhance creativity rather than replace creators, but he emphasized the need for responsible development and clear consent around studio intellectual property.

The remarks did not propose specific technical standards or regulations, but they placed emphasis on governance, consent, and control over copyrighted characters and assets. Practitioners should note the industry priorities implied by Rivkin's comments: attribution, licensing, and provenance will be central to studio-AI integrations. Major studio members named by the MPA that are directly involved in ongoing policy and legal actions include:

• •Disney
• •Warner Bros
• •Paramount
• •Netflix
• •Amazon
• •Comcast

Rivkin tied his argument to historical patterns of technology adoption, reminding the sector that disruption often leads to new creative forms and commercial models. He also reminded audiences of the 2023 strikes that crystallized actor and writer concerns about job displacement and training data. The tension is real: studios see AI as a way to lower production costs and to develop immersive fan experiences, while also defending intellectual property and bargaining power. Ongoing copyright litigation, studio takedowns, and platform content policies are the operational levers studios will use to limit unlicensed uses of their IP.

Expect the MPA and its member studios to push for stronger consent and licensing frameworks, to pursue litigation where platforms allow unlicensed character generation, and to advocate policy changes that balance innovation with creator protections. Practitioners building tools for entertainment should bake in metadata, clear licensing workflows, and consent mechanisms from design onward.