Studios basically want to own the personas of their actors so they can decouple the actual human from it and just use their images. There's been a lot of weird issues with this already in videogames with body capture and voice acting, and contracts aren't read through properly or the wording is vague, and not all agents know about this stuff yet. It's very dystopian to think your whole appearance and persona can be taken from you and commodified. I remember when Tupac's hologram performed at Coachella in 2012 and thinking how fucked up that was. You have these huge studios and event promoters appropriating his image to make money, and an audience effectively watching a performance of technological necromancy where a dead person is re-animated.