Insights from SAG-AFTRA Leaders Sean Astin and Duncan Crabtree-Ireland on Negotiation Strategies, the Disney-Open AI Partnership, and Contract Length Opportunities
The Hollywood labor landscape is poised for changes as above-the-line guilds engage in negotiations with studios and streaming platforms, striving to avoid a repeat of the disruptive strikes experienced in 2023. Notably, SAG-AFTRA will be the first union to enter negotiations, stepping into a role typically held by the Directors Guild.
SAG-AFTRA President Sean Astin and Duncan Crabtree-Ireland, the union’s national executive director and chief negotiator, expressed confidence that starting negotiations early—with discussions beginning on February 9—will positively impact the outcome. The current contract is set to expire on June 30.
Crabtree-Ireland referenced internal data, stating, “We perceive the beginning of a recovery happening in the industry, and we were very mindful of wanting to protect that. Starting early and going first gives everyone a little bit of comfort that whatever issues we have to work through can be addressed without impeding recovery.”
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He added that the early negotiations are intended to provide a responsible approach to help the industry advance. “It’s correctly viewed as a signal of strength,” Crabtree-Ireland remarked.
During a panel at CES, Crabtree-Ireland acknowledged the possibility of a strike if a satisfactory deal isn’t reached. However, both he and Astin maintained an optimistic outlook during the interview.
Preliminary Agreement?
“As far as exchanging proposals with the other side, we will do that shortly before the start of the bargaining,” Crabtree-Ireland stated. He noted no proposals have been received from the studios yet, and raised skepticism about hypothetical proposals circulating prior to negotiations.
Astin countered that a recent article appeared to shape public perception leading up to the negotiations, asserting a disconnect with their actual approach. He stressed, “We have a fiduciary and moral responsibility to represent our categorical groups fully in negotiation, ensuring their issues aren’t truncated.”
Tech and Tilly
SAG-AFTRA has previously organized the Labor, Innovation and Technology Summit at CES, but this year’s event has been postponed to March and relocated to Washington, D.C. Nevertheless, Astin and Crabtree-Ireland expressed interest in exploring the CES show floor, showcasing advancements in robotics and technology.
The emergence of artificial intelligence (AI) will be a central topic in negotiations, particularly given its rapid development since the last round of talks. A significant development came with the introduction of Tilly Norwood, a generative AI actress created by Dutch actress and technologist Eline Van Der Velden. The debut of Norwood elicited strong reactions and speculation about the representation of synthetic performers in place of human actors.
Crabtree-Ireland remarked, “The furor over Tilly is not a surprise to us. We took this issue up in 2023, achieving a requirement for companies to notify us if they create any synthetic performances. However, we have received zero notifications to date.” He emphasized that negotiations will closely examine the evolving capabilities of AI.
Another notable incident in 2025 involved Sora 2, which raised concerns about copyright violations. This culminated in a deal between Disney and OpenAI, permitting certain Disney characters to be licensed to the AI video platform in exchange for a $1 billion equity stake in the company.
When asked about the implications of a Hollywood company partnering with an AI firm, Crabtree-Ireland described it as both disconcerting and encouraging, adding, “We were contacted by both OpenAI and Disney prior to the public announcement and were informed about the terms of their agreement.”
He noted that the deal explicitly excludes the licensing of performer images or voices and raised concerns about proceeding with such agreements before copyright issues are clarified.
New Guard
The transition at the AMPTP, with Greg Hessinger succeeding Carol Lombardini, is seen as a promising development ahead of negotiations. Crabtree-Ireland remarked, “I do think there’ll be a different vibe in this new configuration,” highlighting his long-standing professional relationship with Hessinger.
Astin acknowledged that Hollywood is on edge as 2026 begins, recalling the difficult experiences of 2023. Yet, he believes that dramatic negotiations are not guaranteed. “I’ve been saying to a lot of our folks that negotiations aren’t meant to be dramatic,” he said, emphasizing the importance of stability in the marketplace.
Crabtree-Ireland expressed optimism about the negotiations, stating, “We’re not going to accept any deal that isn’t fair to our members. Both Sean and I have very high expectations for these negotiations.” He underscored the achievements of 2023 while noting outstanding issues that must be addressed in the upcoming discussions.
