Warner Bros. is facing significant backlash after partnering with DogPark, a podcast centered around generative AI, to promote the upcoming film The End of Oak Street. The controversial collaboration features AI-generated golden retriever Goldie and French bulldog Frenchie, and even includes an artificial intelligence version of the movie's dog actor, Starbuck.
The promotion, which lasts just over a minute and a half, quickly prompted a deluge of negative comments across social media platforms including Reddit, X/Twitter, and Instagram. Many expressed confusion and disappointment over the studio's decision to utilize AI for marketing a film starring Ewan McGregor and Anne Hathaway and featuring dinosaurs. Some commenters stated their intention to boycott the film as a result of the AI promotion.
One widely shared comment on Instagram read, "I was so ready to go see this film. You've turned a guaranteed ticket sale into someone who just doesn't even want to support any films you put out... Ever. Well done, I guess, was it worth it?" Similar sentiments were echoed on Reddit, with one user describing the marketing as "the cheapest, tackiest looking no-effort s**t" that makes the entire endeavor appear "inconsequential" and "disposable."
While some corners of social media, like Facebook, reportedly saw more positive engagement, the overwhelming reaction has been critical. Some online observers have also questioned whether AI was used in the production of The End of Oak Street itself, though there is no indication of this outside of the marketing campaign. Warner Bros. has not yet issued a statement regarding the controversy surrounding the AI dog podcast video. The End of Oak Street is scheduled to release in theaters on August 14.