After widespread complaints that Facebook has become an “AI slop hellscape,” Meta on Friday announced new tools to detect impersonation, as well as updated creator guidelines that better define what Facebook considers to be “original content.”
Last year, the company announced a crackdown on spammy and unoriginal content -— things like repeatedly reusing someone else’s photos, videos, or text. The goal: elevate original creator content in its feeds and push back against the AI-generated slop and other low-quality posts that had been dragging down Facebook’s reputation.
This is key to Facebook’s continued success as a creator platform. Simply put, if unoriginal content and AI slop drown out original voices and reduce creators’ ability to monetize, Facebook will no longer be a destination they prefer.
Meta now says its earlier efforts caused both views of and time spent watching original content on Facebook to approximately double during the second half of 2025, compared with the same period the year before.
It also said it has made progress on removing impersonators, with 20 million accounts removed in total last year and a 33% drop in the number of impersonation reports targeting large creators.
Now, Facebook says it’s testing enhancements to its content protection tools. These allow creators to take action when their reels are detected across Facecook’s platforms after being published by impersonators. From a central dashboard, creators can flag that content. With the upcoming update, Meta aims to make the reporting process even easier by allowing creators to submit reports all in one place.
However, the current tool is focused on matching duplicate content — not detecting unauthorized use of a creator’s likeness — which is another area that needs addressing.
Meta is not the only company struggling with the impact that AI technology has had on its community. This week, YouTube also announced it would expand its AI deepfake detection tools to politicians, public figures, and journalists.
As part of these changes, Meta said it’s updating Facebook’s content guidelines to better define what it means by “original.” This now includes content that’s “filmed or produced directly by a creator” and reels that remix other content or use overlays to present something new — like analysis, discussion, or new information. Meanwhile, content that involves minor edits to a creator’s work or is duplicative of that will be deemed unoriginal and deprioritized. That means things like re-uploads or other low-value changes, like adding borders or captions, won’t be enough to differentiate the unoriginal content from its source.
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#Facebook #easier #creators #report #impersonators #TechCrunch
![‘Lee Cronin’s The Mummy’ Originally Had a Much Bleaker Ending
Lee Cronin’s The Mummy wasn’t our favorite mummy movie, but it did have some recommendable qualities, including its high levels of gruesome gore. We also approved of the ending, which offered a satisfying twist to the agony that came before. And while The Mummy‘s test screenings were targeted by some since-debunked negative rumors (look, James Wan just wanted more snacks, that’s all!), apparently those same early showings helped writer-director Cronin figure out that all-important final note for his film. Star Jack Reynor talked about the original ending and the changes that were made, and we’ll add one of these in case you haven’t yet seen Lee Cronin’s The Mummy. At the end of Lee Cronin’s The Mummy, the characters have all realized that young Katie is possessed by a ferocious demon. She was kidnapped years earlier by her friend’s mother, a character the film calls “the Magician,” for the sole purpose of becoming the next containment vessel for this demon over a period of years.
The sarcophagus and wrappings covered in ancient writing she’s entombed in are meant to trap the demon as part of an obligation upheld by the Magician’s family for generations upon generations. The demon starts to escape when the sarcophagus is moved out of necessity from the Magician’s farm. Instead of relocating safely, the sarcophagus breaks open in a plane crash, and Katie—still alive, albeit mummified and barely clinging to her human soul—is sent from Egypt to New Mexico to reunite with her surprised and thankful mother, father, and two siblings.
The bulk of Lee Cronin’s The Mummy follows the creature formerly known as Katie causing horrifying, escalating chaos, while an Egyptian detective pokes into the case overseas, and Katie’s father, Charlie, played by Reynor, does his own research in a desperate attempt to figure out what’s wrong with his daughter.
At the end of the movie, the detective comes to New Mexico and helps Charlie manipulate the demon into leaping out of Katie and into Charlie. He saves his daughter, but dooms himself. That’s where the movie ended originally, apparently. The version that made it into theaters has an additional scene where the Magician, who’s been jailed for kidnapping Katie, gets a visit from a mummified Charlie. Again with the detective’s help, the demon makes another leap between bodies—this time, freeing Charlie and taking over the Magician’s soul instead.
That was a reshoot, Reynor told the Hollywood Reporter. “We came back and picked it up, which was cool because it was the one day where I actually got to be the Mummy. It’s fun to get into the makeup and get to be part of that legacy,” Reynor said, name-checking the Boris Karloff and Christopher Lee versions of the character. Even beyond becoming part of horror history, though, he understood the reason for the change.
“You make these decisions because you want to give the audience what they want, and I understand that. Is it a better movie, objectively speaking? I don’t know. I did like Lee’s original ending,” Reynor admitted. “But I also understand that if I went to see that movie with my teenage kids and they were bummed out because it was so fucking bleak at the end, maybe I’d be [more in favor of the new ending]. So I get it both ways. I see the merits of both for different reasons.” The new ending is cathartic; after all, the Magician was the one who singled Katie out for years of unimaginable torture, not to mention inflicting torment on her family. She deserves some payback other than prison time. But it also left another lingering question: what happens next?
The Magician was the person in charge of handing down the knowledge of how to contain the demon to the next generation. Now that she’s become its current vessel, who will be keeping an eye out? Presumably, that burden now transfers to her only surviving child—a girl around Katie’s age—who’ll have to select a new innocent victim someday and perform the same ritual once her mother’s body starts to break down. We probably won’t get another Lee Cronin’s The Mummy to explore that further, but thinking about it too much does make the new ending a little less suffused with the gleeful spirit of revenge. Want more io9 news? Check out when to expect the latest Marvel, Star Wars, and Star Trek releases, what’s next for the DC Universe on film and TV, and everything you need to know about the future of Doctor Who. #Lee #Cronins #Mummy #Originally #BleakerJack Reynor,Lee Cronin’s The Mummy](https://gizmodo.com/app/uploads/2025/09/io9-2025-spoiler.png "‘Lee Cronin’s The Mummy’ Originally Had a Much Bleaker Ending
Lee Cronin’s The Mummy wasn’t our favorite mummy movie, but it did have some recommendable qualities, including its high levels of gruesome gore. We also approved of the ending, which offered a satisfying twist to the agony that came before. And while The Mummy‘s test screenings were targeted by some since-debunked negative rumors (look, James Wan just wanted more snacks, that’s all!), apparently those same early showings helped writer-director Cronin figure out that all-important final note for his film. Star Jack Reynor talked about the original ending and the changes that were made, and we’ll add one of these in case you haven’t yet seen Lee Cronin’s The Mummy. At the end of Lee Cronin’s The Mummy, the characters have all realized that young Katie is possessed by a ferocious demon. She was kidnapped years earlier by her friend’s mother, a character the film calls “the Magician,” for the sole purpose of becoming the next containment vessel for this demon over a period of years.
The sarcophagus and wrappings covered in ancient writing she’s entombed in are meant to trap the demon as part of an obligation upheld by the Magician’s family for generations upon generations. The demon starts to escape when the sarcophagus is moved out of necessity from the Magician’s farm. Instead of relocating safely, the sarcophagus breaks open in a plane crash, and Katie—still alive, albeit mummified and barely clinging to her human soul—is sent from Egypt to New Mexico to reunite with her surprised and thankful mother, father, and two siblings.
The bulk of Lee Cronin’s The Mummy follows the creature formerly known as Katie causing horrifying, escalating chaos, while an Egyptian detective pokes into the case overseas, and Katie’s father, Charlie, played by Reynor, does his own research in a desperate attempt to figure out what’s wrong with his daughter.
At the end of the movie, the detective comes to New Mexico and helps Charlie manipulate the demon into leaping out of Katie and into Charlie. He saves his daughter, but dooms himself. That’s where the movie ended originally, apparently. The version that made it into theaters has an additional scene where the Magician, who’s been jailed for kidnapping Katie, gets a visit from a mummified Charlie. Again with the detective’s help, the demon makes another leap between bodies—this time, freeing Charlie and taking over the Magician’s soul instead.
That was a reshoot, Reynor told the Hollywood Reporter. “We came back and picked it up, which was cool because it was the one day where I actually got to be the Mummy. It’s fun to get into the makeup and get to be part of that legacy,” Reynor said, name-checking the Boris Karloff and Christopher Lee versions of the character. Even beyond becoming part of horror history, though, he understood the reason for the change.
“You make these decisions because you want to give the audience what they want, and I understand that. Is it a better movie, objectively speaking? I don’t know. I did like Lee’s original ending,” Reynor admitted. “But I also understand that if I went to see that movie with my teenage kids and they were bummed out because it was so fucking bleak at the end, maybe I’d be [more in favor of the new ending]. So I get it both ways. I see the merits of both for different reasons.” The new ending is cathartic; after all, the Magician was the one who singled Katie out for years of unimaginable torture, not to mention inflicting torment on her family. She deserves some payback other than prison time. But it also left another lingering question: what happens next?
The Magician was the person in charge of handing down the knowledge of how to contain the demon to the next generation. Now that she’s become its current vessel, who will be keeping an eye out? Presumably, that burden now transfers to her only surviving child—a girl around Katie’s age—who’ll have to select a new innocent victim someday and perform the same ritual once her mother’s body starts to break down. We probably won’t get another Lee Cronin’s The Mummy to explore that further, but thinking about it too much does make the new ending a little less suffused with the gleeful spirit of revenge. Want more io9 news? Check out when to expect the latest Marvel, Star Wars, and Star Trek releases, what’s next for the DC Universe on film and TV, and everything you need to know about the future of Doctor Who. #Lee #Cronins #Mummy #Originally #BleakerJack Reynor,Lee Cronin’s The Mummy")
![‘Lee Cronin’s The Mummy’ Originally Had a Much Bleaker Ending
Lee Cronin’s The Mummy wasn’t our favorite mummy movie, but it did have some recommendable qualities, including its high levels of gruesome gore. We also approved of the ending, which offered a satisfying twist to the agony that came before. And while The Mummy‘s test screenings were targeted by some since-debunked negative rumors (look, James Wan just wanted more snacks, that’s all!), apparently those same early showings helped writer-director Cronin figure out that all-important final note for his film. Star Jack Reynor talked about the original ending and the changes that were made, and we’ll add one of these in case you haven’t yet seen Lee Cronin’s The Mummy. At the end of Lee Cronin’s The Mummy, the characters have all realized that young Katie is possessed by a ferocious demon. She was kidnapped years earlier by her friend’s mother, a character the film calls “the Magician,” for the sole purpose of becoming the next containment vessel for this demon over a period of years.
The sarcophagus and wrappings covered in ancient writing she’s entombed in are meant to trap the demon as part of an obligation upheld by the Magician’s family for generations upon generations. The demon starts to escape when the sarcophagus is moved out of necessity from the Magician’s farm. Instead of relocating safely, the sarcophagus breaks open in a plane crash, and Katie—still alive, albeit mummified and barely clinging to her human soul—is sent from Egypt to New Mexico to reunite with her surprised and thankful mother, father, and two siblings.
The bulk of Lee Cronin’s The Mummy follows the creature formerly known as Katie causing horrifying, escalating chaos, while an Egyptian detective pokes into the case overseas, and Katie’s father, Charlie, played by Reynor, does his own research in a desperate attempt to figure out what’s wrong with his daughter.
At the end of the movie, the detective comes to New Mexico and helps Charlie manipulate the demon into leaping out of Katie and into Charlie. He saves his daughter, but dooms himself. That’s where the movie ended originally, apparently. The version that made it into theaters has an additional scene where the Magician, who’s been jailed for kidnapping Katie, gets a visit from a mummified Charlie. Again with the detective’s help, the demon makes another leap between bodies—this time, freeing Charlie and taking over the Magician’s soul instead.
That was a reshoot, Reynor told the Hollywood Reporter. “We came back and picked it up, which was cool because it was the one day where I actually got to be the Mummy. It’s fun to get into the makeup and get to be part of that legacy,” Reynor said, name-checking the Boris Karloff and Christopher Lee versions of the character. Even beyond becoming part of horror history, though, he understood the reason for the change.
“You make these decisions because you want to give the audience what they want, and I understand that. Is it a better movie, objectively speaking? I don’t know. I did like Lee’s original ending,” Reynor admitted. “But I also understand that if I went to see that movie with my teenage kids and they were bummed out because it was so fucking bleak at the end, maybe I’d be [more in favor of the new ending]. So I get it both ways. I see the merits of both for different reasons.” The new ending is cathartic; after all, the Magician was the one who singled Katie out for years of unimaginable torture, not to mention inflicting torment on her family. She deserves some payback other than prison time. But it also left another lingering question: what happens next?
The Magician was the person in charge of handing down the knowledge of how to contain the demon to the next generation. Now that she’s become its current vessel, who will be keeping an eye out? Presumably, that burden now transfers to her only surviving child—a girl around Katie’s age—who’ll have to select a new innocent victim someday and perform the same ritual once her mother’s body starts to break down. We probably won’t get another Lee Cronin’s The Mummy to explore that further, but thinking about it too much does make the new ending a little less suffused with the gleeful spirit of revenge. Want more io9 news? Check out when to expect the latest Marvel, Star Wars, and Star Trek releases, what’s next for the DC Universe on film and TV, and everything you need to know about the future of Doctor Who. #Lee #Cronins #Mummy #Originally #BleakerJack Reynor,Lee Cronin’s The Mummy](https://i3.wp.com/gizmodo.com/app/uploads/2025/09/io9-2025-spoiler.png?ssl=1 "‘Lee Cronin’s The Mummy’ Originally Had a Much Bleaker Ending
Lee Cronin’s The Mummy wasn’t our favorite mummy movie, but it did have some recommendable qualities, including its high levels of gruesome gore. We also approved of the ending, which offered a satisfying twist to the agony that came before. And while The Mummy‘s test screenings were targeted by some since-debunked negative rumors (look, James Wan just wanted more snacks, that’s all!), apparently those same early showings helped writer-director Cronin figure out that all-important final note for his film. Star Jack Reynor talked about the original ending and the changes that were made, and we’ll add one of these in case you haven’t yet seen Lee Cronin’s The Mummy. At the end of Lee Cronin’s The Mummy, the characters have all realized that young Katie is possessed by a ferocious demon. She was kidnapped years earlier by her friend’s mother, a character the film calls “the Magician,” for the sole purpose of becoming the next containment vessel for this demon over a period of years.
The sarcophagus and wrappings covered in ancient writing she’s entombed in are meant to trap the demon as part of an obligation upheld by the Magician’s family for generations upon generations. The demon starts to escape when the sarcophagus is moved out of necessity from the Magician’s farm. Instead of relocating safely, the sarcophagus breaks open in a plane crash, and Katie—still alive, albeit mummified and barely clinging to her human soul—is sent from Egypt to New Mexico to reunite with her surprised and thankful mother, father, and two siblings.
The bulk of Lee Cronin’s The Mummy follows the creature formerly known as Katie causing horrifying, escalating chaos, while an Egyptian detective pokes into the case overseas, and Katie’s father, Charlie, played by Reynor, does his own research in a desperate attempt to figure out what’s wrong with his daughter.
At the end of the movie, the detective comes to New Mexico and helps Charlie manipulate the demon into leaping out of Katie and into Charlie. He saves his daughter, but dooms himself. That’s where the movie ended originally, apparently. The version that made it into theaters has an additional scene where the Magician, who’s been jailed for kidnapping Katie, gets a visit from a mummified Charlie. Again with the detective’s help, the demon makes another leap between bodies—this time, freeing Charlie and taking over the Magician’s soul instead.
That was a reshoot, Reynor told the Hollywood Reporter. “We came back and picked it up, which was cool because it was the one day where I actually got to be the Mummy. It’s fun to get into the makeup and get to be part of that legacy,” Reynor said, name-checking the Boris Karloff and Christopher Lee versions of the character. Even beyond becoming part of horror history, though, he understood the reason for the change.
“You make these decisions because you want to give the audience what they want, and I understand that. Is it a better movie, objectively speaking? I don’t know. I did like Lee’s original ending,” Reynor admitted. “But I also understand that if I went to see that movie with my teenage kids and they were bummed out because it was so fucking bleak at the end, maybe I’d be [more in favor of the new ending]. So I get it both ways. I see the merits of both for different reasons.” The new ending is cathartic; after all, the Magician was the one who singled Katie out for years of unimaginable torture, not to mention inflicting torment on her family. She deserves some payback other than prison time. But it also left another lingering question: what happens next?
The Magician was the person in charge of handing down the knowledge of how to contain the demon to the next generation. Now that she’s become its current vessel, who will be keeping an eye out? Presumably, that burden now transfers to her only surviving child—a girl around Katie’s age—who’ll have to select a new innocent victim someday and perform the same ritual once her mother’s body starts to break down. We probably won’t get another Lee Cronin’s The Mummy to explore that further, but thinking about it too much does make the new ending a little less suffused with the gleeful spirit of revenge. Want more io9 news? Check out when to expect the latest Marvel, Star Wars, and Star Trek releases, what’s next for the DC Universe on film and TV, and everything you need to know about the future of Doctor Who. #Lee #Cronins #Mummy #Originally #BleakerJack Reynor,Lee Cronin’s The Mummy")
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