cease-and-desist letter

The Motion Picture Assn. has struck its first agreement with an artificial intelligence company, saying Monday that ByteDance has strengthened copyright guardrails into its AI video and image tools that drew legal threats from every major Hollywood studio in February.

ByteDance, a Chinese company, is the former majority owner of TikTok’s U.S. operations.

The MPA, the trade association that lobbies for major studios such as Disney, Netflix and Sony Pictures Entertainment, said it has had constructive engagement with ByteDance over the last several months to rein in Seedance, a text-to-video generation tool, and Seedream, which produces images using text commands.

“Today’s agreement illustrates our belief that copyright is a cornerstone of the film and television industry – and reinforces our commitment to protect creative content,” said MPA Chairman and Chief Executive Charles Rivkin.

MPA declined to share the specific guardrails in the agreement.

The agreement comes as some studios have expressed concerns about AI models training on their copyrighted material without permission or compensation. In February, MPA issued a cease-and-desist letter to ByteDance, alleging Seedance 2.0 was trained on copyrighted material and generating unauthorized videos featuring characters such as “SpongeBob SquarePants” and visuals replicating a scene from sci-fi series “Stranger Things” without studios’ permission. It was the first time the MPA had filed a cease-and-desist letter to a major AI firm.

“ByteDance is engaged in pervasive and widespread infringement of our members’ valuable intellectual property that it must stop immediately,” MPA’s global general counsel Karyn Temple wrote in a Feb. 20 letter to ByteDance’s global general counsel John Rogovin.

ByteDance in response said it was taking steps to strengthen its safeguards to prevent unauthorized use of IP or likeness.

Since then, ByteDance has released Seedream 5.0 Pro and Seedance 2.5, which reflect “ByteDance’s continued advances in IP protections,” the tech company and MPA said in a news release.

“ByteDance respects the intellectual property rights that underpin creative industries around the world, and we believe responsible innovation in AI goes hand in hand with meaningful protections for rightsholders,” ByteDance’s Rogovin said in the statement.

Seedance has emerged as a leader in AI tools among some indie filmmakers, who say it is more cost-effective than other options. AI tech companies are eager to find ways to partner with studios to make their tools better, but are also facing competition from rivals to gain more customers as quickly as possible. That has caused some companies to quickly launch their AI products without first putting in more mechanisms to prevent images from appearing without copyright holders’ permission.

Shai Gilgeous-Alexander apparently isn’t amused by a new board game that pokes fun at the Oklahoma City Thunder star’s reputation for garnering foul calls at the hint of contact by an opposing player.

Last week, a lawyer representing the two-time reigning NBA MVP sent a cease-and-desist letter to sports prediction market and fantasy sports company Underdog that includes a demand for the destruction of all copies of the cheeky and extremely limited-edition game Unethical Hoops.

Done in the style of the children’s classic Operation, Unethical Hoops requires players to use tweezers to pull objects from tiny holes, with the slightest touch of a metal border setting off a buzzer indicating failure.

Instead of pretending to be doctors attempting to remove body parts from a patient, however, Unethical Hoops players act as members of an opposing basketball team trying to take the ball from a cartoon character who very much resembles Gilgeous-Alexander.

In this game, the buzzer represents the whistle of a foul-calling referee.

“Shai has made hoops all about foul baiting and now you’re stuck guarding him in Underdog’s new board game,” a description reads on the game’s website. “Don’t get baited. Steal the ball without getting whistled.”

In a letter dated May 22, attorney Eric Fishman of ArentFox Schiff LLP demanded that Underdog “immediately and permanently cease and desist from any and all use of Mr. Gilgeous-Alexander’s NIL in any and all media, including but not limited to your website (including the Unethical Hoops Website)… and any physical goods including but not limited to the board game advertised on the Unethical Hoops Website.”

The notice also calls for Underdog to “immediately destroy all physical goods or advertisements that use Mr. Gilgeous-Alexander’s NIL, including but not limited to the board game advertised on the Unethical Hoops Website,” as well as a promise never to use the star player’s name, image or likeness without his permission.

Fishman did not immediately respond to a request for comment from The Times.

According to the Unethical Hoops website, which remains active more than a week after the date on the cease-and-desist order, only 100 copies of the game were made, to be given away to Underdog users. The giveaway ended as scheduled on Friday.

Underdog declined to comment on the matter other than to point out that the company has pulled comical stunts at the expense of members of the sports world.

“We’ve poked fun at Knicks and Lakers fans, the Red Sox owners, the Mets and more,” a spokesperson said via email. “We like to have some fun with whatever is in the sports fan zeitgeist.”

Gilgeous-Alexander is a four-time All-Star who led the league in scoring last season (2,484 points) and was second in scoring this season (2,117). He led the Thunder to their first NBA title last year and has them back in the Western Conference finals this year (the decisive Game 7 against the San Antonio Spurs is Saturday in Oklahoma City).

While one of the NBA’s biggest stars, Gilgeous-Alexander is often criticized for the number of favorable foul calls he receives — he has ranked second or third in the league for number of free throw attempts per game in each of the last four seasons and is currently second among all players in the 2026 playoffs with 9.8 a game — and the lengths he appears to go to in order to receive them.

After Game 2 against the Spurs, one NBA fan account on X wrote, “Shai flopped on every single shot attempt” and posted a video that showed seven such examples (Gilgeous-Alexander actually attempted 24 shots that night). The post has been viewed 22.7 million times.

Earlier this week, prior to Game 6 of the conference finals, another fan account on X posted a video “ranking all 44 times SGA fell on the floor while shooting during the 2026 playoffs from least to most egregious.” That post has been viewed 1.3 million times.

As the cartoon likeness of Gilgeous-Alexander states in the Unethical Hoops ad, “so much as breathe on me, I’m getting the call.”

The real-life SGA was asked during a TV interview after Game 3 in San Antonio about the “flopper!” chants that rained down on him at Frost Bank Center.

“It’s part of the game,” he said. “It’s nothing. I’ve been dealing with it for a long time. I don’t really hear it. I’m focused on what’s going on on the court.”