The Motion Picture Association has urged TikTok owner ByteDance to halt its new AI model, Seedance 2.0, which enables users to generate deepfakes from copyrighted movies and TV shows. A viral video depicting Tom Cruise fighting Brad Pitt has highlighted concerns over unauthorized use of studio material. A screenwriter for 'Deadpool & Wolverine' warned that such AI advancements signal major changes for the industry.
On February 13, 2026, the MPA, through Chairman and CEO Charles Rivkin, issued a statement criticizing ByteDance's Seedance 2.0 for engaging in unauthorized use of U.S. copyrighted works on a massive scale. Rivkin stated, “In a single day, the Chinese AI service Seedance 2.0 has engaged in unauthorized use of U.S. copyrighted works on a massive scale. By launching a service that operates without meaningful safeguards against infringement, ByteDance is disregarding well-established copyright law that protects the rights of creators and underpins millions of American jobs. ByteDance should immediately cease its infringing activity.”
The model has drawn attention for producing videos that repurpose material from studios including Disney, Warner Bros Discovery, and Paramount. Users have prompted creations such as a fight scene between Tom Cruise and Brad Pitt, a remix of 'Avengers: Endgame,' and a 'Friends' scene featuring Rachel and Joey as otters. A ByteDance spokesperson did not immediately respond to requests for comment.
This incident follows the recent spin-off of TikTok's U.S. operations into a separate joint venture after a congressional divestiture law. In October 2025, studios raised alarms over OpenAI's Sora 2, which later added restrictions to prevent generation of works with copyrighted characters.
Rhett Reese, screenwriter for 'Deadpool & Wolverine,' reacted to the Cruise-Pitt video, warning, “It's Likely Over for Us,” and noting that AI is poised to change everything in the entertainment industry.