Meta and YouTube have reversed course and will now run Musk documentary ads after earlier reports said multiple platforms had rejected paid promotions for the film.
The Hollywood Reporter first reported Friday that TikTok, Meta, YouTube, and X had all refused to run paid advertising promoting the trailer for “Musk,” director Alex Gibney’s upcoming documentary about Elon Musk.
Meta Says Rejection Was an Error
When reached on Saturday, a Meta spokesperson said, “This was an error and the ads are being restored.” The company has been asked for further details, and this article will be updated if more information becomes available.
YouTube also posted an update Saturday, noting that “the trailer has always been available on YouTube.” The company added, “When submitted as an ad, it was temporarily restricted by our system. Following review the ad has been cleared to run.”
X’s Rejection Draws Less Surprise
X’s rejection is less surprising — Musk, who owns the social media platform, recently posted that “Dogshit is worth more respect than Gibney.”
But Meta, TikTok, and YouTube reportedly rejected the Musk documentary ads for “political content,” which the platforms restrict in various ways. Meta said last year that it will stop accepting political ads in the European Union, while TikTok says it doesn’t run them at all.
It remains unclear how a documentary trailer counts as campaign advertising. The film’s U.S. distributor, Bleecker Street, said it is appealing the rejections.
What the Documentary Covers
Gibney has directed acclaimed documentaries including “Going Clear” (about the Church of Scientology) and “The Inventor” (about Elizabeth Holmes and Theranos), as well as a movie about Steve Jobs.
“Musk,” his latest, premiered at the Venice International Film Festival earlier this month and has received almost universally positive reviews. The film currently holds a 100% “fresh” rating on Rotten Tomatoes and is set for theatrical release in the United States on October 9.
Bilge Ebiri described the nearly four-hour documentary as a revealing look at Musk’s tech career, his alliance with President Donald Trump, and his personal life. Interview subjects include ex-wife Justine Musk and former right-wing influencer Ashley St. Clair, who recently had a child with Musk but now describes him as “a nuke.”
Ebiri wrote that while the film is a “fascinating” character study, “As a tale of modern business, it’s revealing. And as a warning about our future, it’s terrifying.”
Universal’s International Distribution Questions
Despite the critical acclaim, The Hollywood Reporter also said that Universal Pictures was wavering in its commitment to distribute the film internationally, reportedly due to the studio’s fear of angering the Trump administration. Universal subsequently said it will release the documentary in theaters but is still figuring out its release strategy.
