A new season of films about billionaires has begun in cinemas, and the subjects themselves are proving to be the most vocal critics. A documentary about Elon Musk opening this weekend has drawn a fierce response from the Tesla and SpaceX chief, who described the film as a «hit job» and its director as «absolute scum».
The documentary is part of a broader wave of releases this autumn that turn the spotlight on the lives and influence of the ultra-wealthy. The trend reflects a growing public appetite for stories about the people who control some of the world's most powerful technology companies, and the controversies that surround them.
Musk's reaction was characteristically blunt. He did not hold back in his criticism of the film or its maker, using language that has become familiar to those who follow his public statements. His intervention has ensured that the documentary, which might otherwise have opened quietly, is now the subject of widespread discussion.
Sam Altman, the chief executive of OpenAI, also weighed in on the broader phenomenon. He suggested that the film contains inaccuracies, though he did not specify which elements he considered incorrect. His comments add to a sense that the billionaire class is increasingly sensitive to how it is portrayed on screen.
The timing of the documentary's release places it at the centre of a cultural moment. Audiences are being offered multiple perspectives on the tech elite, from admiring portraits to critical investigations. The films arrive as debates continue over the concentration of wealth and power in the technology sector, and over the responsibilities of those who lead it.
For Musk, the documentary is the latest in a long line of media portrayals that he has contested. He has frequently challenged journalists and filmmakers who examine his business practices and personal life. His description of the director as «absolute scum» is consistent with his combative approach to criticism.
Altman's more measured response suggests a different strategy. By pointing to inaccuracy rather than attacking the filmmakers personally, he may be seeking to cast doubt on the film's factual basis without escalating a public feud. OpenAI has been the subject of intense scrutiny since the launch of ChatGPT, and its leadership has grown accustomed to fielding questions about the company's direction and its impact on society.
The autumn release schedule indicates that Hollywood and documentary makers see commercial potential in the billionaire genre. These are figures who command attention, and their stories combine business, technology, politics and personality in a way that appeals to a wide audience. The fact that the subjects are willing to engage publicly with their portrayals only adds to the interest.
Whether the films will be judged primarily as entertainment or as journalism remains to be seen. What is clear is that the billionaires themselves are not prepared to let the narratives go unchallenged. Musk's outburst and Altman's careful objection show that the battle over reputation is now being fought in cinemas as well as in the press and on social media.
The documentary's opening weekend will be watched closely, both for its box office performance and for the reaction it provokes from its subject. Musk has a history of using his platform to shape coverage of his companies, and his comments are likely to drive further attention to the film. For the filmmakers, the controversy may prove to be a double-edged sword: it raises the profile of the project while also framing it as a partisan intervention rather than a neutral account.
As the season unfolds, more billionaire-focused films are expected to reach audiences. Each will face the same question: how will the people at the centre of the story respond? If the early indications are anything to go by, the answer is likely to be loud, immediate and highly public.