The technology allowed the actor to return to the screen without ever being on set
According to The Telegraph (2022), Bruce Willis has just this week sold his image rights to the US firm ‘Deepcake’, allowing the creation of a “digital twin”. Deepcake specializes in the use of deepfake, which consists of superimposing a person’s likeness over another individual (Hellyer, 2022).
Bruce Willis had his first experience with deepfake technology last year, when he allowed for his “twin” to be used in a commercial for a Russian phone service, MegaFon.
In a statement, Willis said: “I liked the precision with which my character turned out. It’s a mini-movie in my usual action-comedy genre. For me, it is a great opportunity to go back in time. With the advent of modern technology, even when I was on another continent, I was able to communicate, work and participate in the filming. It’s a very new and interesting experience, and I thank our entire team.”
Now, the actor has officially sold the rights of his digital doppelganger to be hired by ‘Deepcake’ for future projects.
Some ethical questions about deepfake technology have been the topic of discussion. The ability to recreate someone so nearly-perfectly can cause some worries, for example, it’s the perfect tool for spreading political disinformation. For Hollywood however, it opens up the possibility of actors starring in movies after they die and of stars from the past being brought to life on screen.
Willis, who was diagnosed with Aphasia and announced earlier this year that he would be stepping away from acting as a result from the disease, may be the first of many celebrities willing to have their legacies live on.
You can see deepfake technology in action and watch the behind-the-scenes video for Bruce Willis commercial below:
https://www.youtube.com/watch?v=Ca75gKxfdPQ
References
Allen, N. (2022). Deepfake tech allows Bruce Willis to return to the screen without ever being on set. The Telegraph. [online] 28 Sep. Available at: https://www.telegraph.co.uk/world-news/2022/09/28/deepfake-tech-allows-bruce-willis-return-screen-without-ever/ [Accessed 30 Sep. 2022].
Hellyer, F. (2022). Deepfakes: The New Ticket to Immortality? [online] Rolling Stone. Available at: https://www.rollingstone.com/culture-council/articles/the-new-ticket-to-immortality-1324513/ [Accessed 30 Sep. 2022].
Vincent, J. (2021). Everyone will be able to clone their voice in the future. [online] The Verge. Available at: https://www.theverge.com/22672123/ai-voice-clone-synthesis-deepfake-applications-vergecast [Accessed 30 Sep. 2022].
I thoroughly enjoyed your example of deep fake. Usually when I hear the term, I immediately think of the video where Barack Obama is impersonated. Your article showed me a new perspective on deep fakes. Can you think of another ethical implication of the way Hollywood processes the deep fakes? For me, “sold the rights” to Bruce Willis’ deep fake raises the question to what extent does he still have a say in the way it’s used. I can imagine that non-consensual exploitation will raise to be an issue and wonder if legislative organs have already created bills to counter that issue.
I wanted to write about the same thing! It’s a shame Bruce Willis has these problems now but I hope this doesn’t become a staple in movies. I can only watch so many movies with the Rock playing the burly action star. It will be interesting to see how this will shape the movie industry in the future.
Very interesting case! Initially this application of deepfake seems promising, but I do have some doubts about it. Although the actor has the appearance of Bruce Willis in this case, there is still a need for someone else to model his movements. Some celebrities have very specific characteristics, for example their manners or how they can convey emotions to the audience. Can these all be copied by the deepfake? Additionally, part of the value that a celebrity brings, I think, is their exclusivity. With the deepfakes, they would be able to appear everywhere. What is the added value of having a celebrity in this case then if it’s not actually them?
I love the deepfake technology and the way it confuses people — it shows a lot about society! Your post made me think about not only the ethical, but also more general matters.
First of all, I am still confused about the author rights and payments. Given that the deepfakes cam actually bring value to the movie makers, there is a problem raised: should the reference figures be compensated? To me, the answer would be yes since the reputation of the actor comes in. However, that would create a series of puzzles like calculation techniques.
Another thought that got raised in my mind — are we actually at this level of consumerism to be satisfied with a merely generated image? It is seen already on the TikTok: people do follow generated and fake accounts. I wonder what impact this is going to bring on mental health, but first some time should be given for the technology.