Central Casting responds to concerns about its likeness agreement

EXCLUSIVE: Central Casting is responding to online chatter about its 20-year-old photo release form, which has suddenly drawn the ire of SAG-AFTRA members who worry that background actors are signing away control of their digital likeness.

At a time when both SAG-AFTRA and WGA have legitimate concerns about the increased use of AI and generative technology in Hollywood, actors have been bristling about the wording in the agreement, which Central Casting requires from everyone who relies on their service to find jobs. Central Casting specializes in casting extras, body doubles and stand-ins.

Actors have shared screenshots of the agreement on X, along with warnings not to sign it. Here’s what the agreement says: “I authorize Central Casting to photograph, video tape, or use any other electronic method of recording my image, appearance, likeness, voice, or actions (collectively, “recordings”) to be used at Central Casting’s discretion in any medium, including, without limitation, company-related publications and websites,” the agreement reads. “I grant Central Casting the unrestricted right to make, copyright, use, re-use, or publish recordings in which I may be included, in whole or in part, and waive any right to inspect or approve the finished medium incorporating any recordings.”

“I release and agree to hold harmless Central Casting from any liability for any legitimate use and waive any personal or proprietary right I may have in connection with such use. I understand that all such recordings, in whatever medium, will remain the property of Central Casting. I waive any right to compensation of any nature in connection with the recordings.”

When reached by Deadline, Central Casting implied via a company statement that there was nothing new about the agreement, nor is the firm looking to abandon its primary mission — to find entry-level work for up-and-coming actors.

“For nearly 100 years, Central Casting has been the leader in casting background actors for work on film and television productions. The company’s photo release form, which has been in use for over 20 years, permits the use of registered background actor images for review by Central Casting’s clients for casting purposes,” the statement said. “It also allows the images to be used on Central Casting’s website and in its marketing materials. The photo release form does not apply to production companies or their businesses.”

Reactions to the agreement have run the gamut online, including, “Are you seriously asking your employees to grant you unrestricted use of their likenesses for no additional compensation?!” while casting director Alexis Winter created a video to make sure “no one signs this f—ing thing. The scary thing about this is that it doesn’t just stop at Central Casting. Because Central Casting owns this likeness and are considered your employer, they can sell that likeness to anybody that wants to use it, which involves any production they are hired by.”

Even SAG-AFTRA Negotiating Committee Member Frances Fisher weighed in on X by saying such a move was “not approved” by the guild and encouraged actors to reach out to SAG-AFTRA, which has been asking for assurances from the AMPTP that it won’t use digital replicas of background actors in perpetuity without compensation.

Attention actors who work background: No one should sign this contract under any circumstances. Shame on you @CentralCasting.@sagaftra pic.twitter.com/hs4moi6D84

This isn’t the first time that actors have expressed concern about the intersection of casting and AI. Last month, actress Charisma Carpenter drew attention to a random email she received to join Largo.ai’s “100 Actors Program.” The email from a salesperson at the Switzerland-based company promised “direct connections with producers and directors (by) allowing you to receive auditions directly from them.” It also said Largo.ai “will automatically suggest matching characters to producers/directors” and “you won’t be charged any commission for the roles you secure.”

Carpenter’s fear was that AI casting would replace true intermediaries like casting directors, agents and managers. In response to Deadline’s coverage, CEO Sami Arpa said the program was only meant to be a “very narrow beta release” for 100 actors, even though they received 5,000 applications. Their hope is to make the tool more public after they complete this initial “experiment.”

“There are assertions suggesting that our aim is to replace all industry professionals with automation,” Arpa continued. “However, one must consider who would then be our clients then? In reality, we actively collaborate with industry professionals such as producers, distributors, studios, and actors. Furthermore, we are keen on establishing partnerships with casting directors, and talent agencies. Our objective is to integrate the tools into their work, enhancing their capabilities with innovative technology. Using correctly, AI tools can collectively help us to make the industry better altogether, and create much more job opportunities.”

Subscribe to Deadline Breaking News Alerts and keep your inbox happy.