Tesla and Warner Bros. scored a partial legal victory this week in a lawsuit filed by Alcon Entertainment over the use of imagery resembling scenes from Blade Runner 2049 during Tesla’s ‘We, Robot’ event at which the Cybercab was unveiled. A U.S. federal judge dismissed several of Alcon’s claims, including alleged trademark violations, but allowed the core copyright infringement case to proceed.
U.S. District Judge George Wu issued a preliminary ruling on Monday, stating he would drop Alcon’s trademark claims. Wu concluded that there was no likelihood of consumer confusion, as Tesla and Alcon operate in distinctly different industries—automobiles and entertainment, respectively. “Tesla and Musk are looking to sell cars,” he wrote. “Plaintiff is plainly not in that line of business.” (via Reuters)
However, the judge agreed that Alcon could continue pursuing its copyright infringement claim. The case centers around an AI-generated image shown during the Cybercab event that closely resembled a key moment from Blade Runner 2049. In the film, the protagonist gazes out over a desolate, post-apocalyptic Las Vegas—a shot Alcon alleges was deliberately mimicked by Tesla to evoke the film’s iconic aesthetic.
The controversy began when Tesla reportedly reached out to Alcon just hours before the event, seeking permission to use official Blade Runner 2049 imagery. Alcon denied the request, citing concerns about Elon Musk’s polarizing public profile and the risk of implied endorsement. According to the lawsuit, Tesla and Warner Bros.—which co-produced the film and hosted the unveiling at their studio lot—proceeded anyway, using AI-generated art they believed would skirt copyright issues.
During the event, Musk explicitly referenced the film, telling the audience, “I love Blade Runner, but I don’t know if we want that future.” Alcon contends this line, coupled with the visuals, left little doubt about Tesla’s intent to tie its futuristic Cybercab to the acclaimed sci-fi world.
Judge Wu dismissed most of Alcon’s claims against Warner Bros., but his ruling sends the remaining copyright issue into mediation. In a statement, Alcon expressed hope that Tesla and Warner Bros. would take the judge’s suggestion to settle the dispute seriously.
The case is Alcon Entertainment LLC v. Tesla Inc, U.S. District Court for the Central District of California, No. 2:24-cv-09033.
