Key facts
- Meta will run ads for the documentary "Musk" after initially refusing.
- The documentary "Musk" premiered at the Venice International Film Festival.
- The film is set for theatrical release in the U.S. on October 9.
- Interview subjects include ex-wife Justine Musk and Ashley St. Clair.
- Universal Pictures will release the documentary in theaters.
Meta has reversed its decision and will now accept advertisements for director Alex Gibney's upcoming documentary about Elon Musk, titled "Musk." Initially, Meta, along with TikTok, YouTube, and X (which is owned by Musk), had refused to run paid ads promoting the film's trailer.
A spokesperson for Meta told TechCrunch on Saturday that the rejection was an error and that the ads are being restored. X's refusal was unsurprising given Musk's ownership of the platform and his public criticism of Gibney. Meta, TikTok, and YouTube reportedly cited "political content" as the reason for their initial rejections, though it remains unclear how a documentary trailer qualifies as campaign advertising.
The film's U.S. distributor, Bleecker Street, is appealing these decisions. "Musk" premiered at the Venice International Film Festival to largely positive reviews, holding a 100% "fresh" rating on Rotten Tomatoes. It is scheduled for a U.S. theatrical release on October 9.
Described as a revealing look at Musk's career, his relationship with President Donald Trump, and his personal life, the documentary features interviews with his ex-wife Justine Musk and Ashley St. Clair. Despite early acclaim, Universal Pictures reportedly considered wavering on international distribution due to concerns about angering the Trump administration, but has since confirmed it will release the documentary theatrically.