Meta and YouTube say they will run ads for 'Musk' documentary after all

Meta and YouTube say they will run advertising for Alex Gibney's new documentary about Elon Musk after all. The statements followed reports that several major platforms had refused to promote the film.

Platforms refuse the trailer

The Hollywood Reporter reported on Friday that TikTok, Meta, YouTube and X had all refused to run paid ads promoting the trailer for the film, titled "Musk." According to the outlet, the platforms cited their restrictions on political content. It is unclear how a documentary trailer qualifies as campaign advertising. The film's U.S. distributor, Bleecker Street, told The Hollywood Reporter that it had appealed the rejections.

Meta and YouTube respond

When TechCrunch reached out to Meta on Saturday, a spokesperson said: "This was an error and the ads are being restored." YouTube, in a statement posted to its official account, said the trailer "has always been available on YouTube." The company added that when submitted as an ad, the video was temporarily restricted by its system, and that "following review the ad has been cleared to run."

X's rejection was less surprising: the platform is owned by Musk himself, who recently published a crude assessment of Gibney. Representatives for TikTok and X did not immediately respond to requests for comment.

The film and the wider context

"Musk" premiered at the Venice International Film Festival earlier this month to almost universally positive reviews and currently holds a 100% "fresh" rating on Rotten Tomatoes.

Vulture's Bilge Ebiri described the nearly four-hour film as a revealing look at Musk's tech career, his alliance with President Donald Trump and his personal life. He called it a "fascinating" character study: "As a tale of modern business, it's revealing. And as a warning about our future, it's terrifying."

The film opens in U.S. theaters on October 9. The Hollywood Reporter also said Universal Pictures had wavered on international distribution, reportedly out of concern about angering the Trump administration, before saying it will release the documentary in theaters. According to TheWrap, Musk has threatened legal action over the film, which includes claims that he used Starlink satellites to influence the 2024 presidential election.

Gibney's earlier work includes "Going Clear," about the Church of Scientology, and "The Inventor," about Elizabeth Holmes and Theranos.