AI filmmaking is increasingly gaining acceptance within the movie industry.
Hollywood's Secret Embrace of AI: A Quiet Revolution
Facing the backstage whispers and the occasional public outcry, the adoption of generative AI in Hollywood's film and TV production remains a hot topic. Once considered a taboo subject, its use is gradually seeping into the mainstream, as filmmakers and studios increasingly turn to these evolving tools for content creation.
As Michael Burns, Lionsgate's vice chairman, stated during a panel at the recent Runway AI Film Festival in Los Angeles, "It's being used by everyone who doesn't talk about the fact that they're using it." Lionsgate, known for blockbusters like the "John Wick" and "Hunger Games" franchises, struck a deal with Runway last fall, allowing their movies and TV shows to train the AI's video generation model.
The festival, which was also held in New York City this month, attracted hundreds of attendees—a mix of creatives and executives—eager to witness the bold new heights of AI-generated video content. Starting from 300 film submissions in its first year, the festival expanded to a staggering 6,000 submissions this year, according to its organizers.
The reluctance to openly discuss the use of AI in film comes from apprehensions about potential controversies. Despite widespread pushback, the industry is bracing for a slow yet certain revolution. In fact, studios like AMC Networks have already partnered with AI companies, using their tools for marketing materials and TV development processes.
AI-generated video-making has sparked both excitement and alarm, from music videos to brand advertisements to nonconsensual deepfakes. Google's latest video generation model, Veo 3, caused a stir last month for its seemingly flawless outputs. As Cristóbal Valenzuela, CEO of Runway, puts it, "We have never experienced [these industries] before. There are going to be new industries as a result of AI."
While using AI in film isn't novel, the technology has continued to stir concerns among creatives. It was a source of contention during the 2023 writers and actors strikes against studios, with creative professionals seeking assurances that their work wouldn't be replaced by the technology.
In an optimistic outlook, Valenzuela maintains that history has proven that industries can adapt to new technologies. Film schools, for instance, are already embracing AI, with some integrating the technology in various courses. Elizabeth Daley, dean of the University of Southern California's School of Cinematic Arts, encourages students to explore AI, as long as it doesn't become a substitute for hard work.
Recent developments include OpenAI's text-to-video model Sora, earning buzz and concerns with its hyperrealistic generation capabilities. Last year, the Tribeca Film Festival partnered with Runway and OpenAI to highlight AI-enhanced short films.
As the use of generative AI in film and TV continues to grow, it is crucial to navigate both the opportunities and challenges that come with it carefully. From enhancing storytelling and increasing efficiency to raising ethical and cultural concerns, the integration of AI is transforming the film industry in ways we've never seen before.
Insights:
- Contemporary filmmaking is witnessing the emergence of innovative techniques, with generative AI enabling automation of repetitive tasks, enhancing storytelling, and breaking new ground in interactive storytelling methods.
- Innovations in AI have the potential to boost efficiency, generate new business opportunities, and create jobs in the film and TV sector.
- The integration of AI in the film industry poses significant legal, ethical, and cultural challenges, including questions of authorship, intellectual property, ethical concerns related to manipulation and deepfakes, and potential homogenization of artistic expression.
- Academia is starting to embrace AI, integrating it into various courses and encouraging students to explore its applications in film and TV production.
- As the film industry increasingly adopts artificial-intelligence technologies, Hollywood titans like Lionsgate are harnessing AI for content creation, such as training the AI's video generation model.
- The growing use of technology like generative AI in film and TV not only presents opportunities for enhanced storytelling and increased efficiency but also raises questions about authorship, intellectual property, and ethical concerns related to deepfakes.
