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.
Once I'm 6 feet under, if it could give my family a better life I'd say they should be able to agree to whatever they want on my behalf as long as it doesn't go against my will.
I know that legally they have the right. I'm saying they shouldn't have that right because reanimating a digital facsimile of your corpse just to puppet it to make money is fucked up. This includes shit like the CG Tarkin and Leia in Star Wars as well as the Tupac hologram