MPA Chief Discusses Instagram, Copyright Challenges, AI, and Advocating for a Federal Film Tax Incentive at CinemaCon
Charlie Rivkin Commends Theatrical Exhibition Amid Challenges in Digital Content
In a keynote address at CinemaCon, held in Las Vegas, Charlie Rivkin, President and CEO of the Motion Picture Association (MPA), praised the strong connections that theatrical exhibition has fostered within U.S. communities over the years. He emphasized the trust built with audiences, particularly families, referencing a movie ratings system that Instagram recently mirrored for its teen accounts.
Rivkin pointed out the overwhelming volume of digital content, which amounts to tens of millions of videos shared daily. He noted that this unregulated environment starkly contrasts with the curated film experiences offered in theaters. “That’s why we went to the mat with Instagram,” he stated, following the platform’s attempt to adopt a PG-13 rating. After pressure from the MPA, the company agreed to implement restrictions on its content.
“It’s not very often that the MPA takes on a 1.6 trillion-dollar company [but] let there be no doubt: on my watch, no one will confuse movies shown in your theaters with user-generated content that people watch on their phones,” Rivkin asserted.
Addressing the issue of runaway production, Rivkin expressed optimism about the burgeoning state-level incentives aimed at attracting film creators to various communities. However, he underscored the necessity for a cohesive federal strategy. “Our campaign is making progress, with growing incentives in New Jersey and California and beyond helping states attract creators to their communities,” he said. He highlighted ongoing discussions with studios, unions, and political leaders on a federal film tax incentive, which he believes would significantly enhance America’s competitiveness in film production.
“We are fighting daily to reach that goal. And we will keep fighting to make America a more competitive place to make movies,” Rivkin added.
Rivkin also addressed the evolving landscape of copyright protection in the era of artificial intelligence, raising concerns that advancements in AI could jeopardize the livelihoods of creative professionals and diminish the authenticity of theatrical experiences. “When the White House prepared to roll out their national framework on AI last month, we worked hard to ensure it reaffirmed what’s always been true: Copyright protections and innovation are twin pillars of our nation’s strength – and that must continue to be the case today,” he stressed. Rivkin noted that major AI corporations advocate for changes to copyright laws, arguing they impede progress and allow competitors like China to gain advantages.
As the nation marks its 250th anniversary, Rivkin celebrated the integral role that cinema plays in American culture. He reflected on historic venues such as the Vitascope in New Orleans—the first storefront theater—and the Edisonia, the world’s first permanent theater in Buffalo. He remarked, “This is not a subplot in our country’s narrative. This is a featured theme in our national story.”
The MPA represents leading Hollywood studios, including newer members Netflix and Amazon. Rivkin also referenced concerns within the industry regarding the potential merger of Paramount and Warner Bros., which many fear could result in a decrease in film offerings.
