People cheered for the performance but on the other hand there was a lot of buzz whether it is ok or not to make money of the image of a dead celebrity. What can stop us from creating an Elvis hologram or even a Marilyn Monroe or Michael Jackson hologram?
Usually the image rights for dead celebrities are inheritted and no-one can use their image unless they have a copyright on it. The Tupac hologram was possible with $100k investment. It is obvious that it probably brought a lot of money, enough maybe to cover its costs.
But the money from such a hologram performing is split many ways: to the owner of the rights for the dead celebrity image, the company that owns the copyright on the songs that is being played and to the company that owns the intellectual rights for the hologram itself.