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A Once Wary Hollywood Slowly Warms to AI
🇸🇦 Saudi Arabia /Technology

A Once Wary Hollywood Slowly Warms to AI

From Asharq Al-Awsat · () English

Summarized and contextualized by DistantNews.

At a glance

In-depth Named sources Context piece
  • Hollywood, once hesitant about artificial intelligence, is increasingly partnering with AI startups and integrating the technology into productions.
  • Initial concerns about intellectual property misuse and actors fearing obsolescence, highlighted during the 2023 strike, are giving way to cautious adoption.
  • Major companies like Netflix, Lionsgate, and Google are investing in AI platforms and companies, signaling a shift towards AI's invisible integration into filmmaking when the story is strong.

Hollywood's relationship with artificial intelligence is rapidly evolving from wary skepticism to open collaboration. Initially, the industry grappled with fears of intellectual property theft and actors being reduced to mere data for AI systems, issues that fueled the 2023 strike action. Early technological limitations, such as anatomical inaccuracies in AI-generated visuals, further fueled apprehension. However, a significant shift occurred in early March with Netflix's substantial acquisition of InterPositive, an AI platform co-founded by Ben Affleck, designed to aid film and TV production. This move signals a growing acceptance and investment in AI's potential within the creative process.

Everybody is still wrapping their head around it.

— Mike MosallamCOO of production company Shadowbox Studios, commenting on Hollywood's evolving approach to AI.

Further cementing this trend, Lionsgate has taken a stake in Runway, a prominent AI video generation company, with plans to co-develop creative projects. Google also made a similar investment in independent studio A24. These partnerships underscore a growing confidence in AI's capabilities, with Runway itself stating in May that "if the story is strong enough, the technology is now good enough to become invisible." This sentiment is echoed by Jamie Umpherson, Runway's chief creative officer, who notes increased familiarity and improved technology are allowing creative teams to focus more on narrative and aesthetics.

In many cases, if the story is strong enough, the technology is now good enough to become invisible.

— RunwayDescribing the improving integration of AI video generation into productions.

Netflix co-CEO Ted Sarandos highlighted the efficiency gains, reporting that GenAI workflows have been utilized on approximately 300 Netflix titles, primarily in post-production, for complex shots and sequences. He emphasized that the company is achieving higher quality output more quickly and efficiently. Despite these advancements, the focus remains on augmenting, rather than replacing, the core creative elements. Independent director Jon Erwin stresses that actors remain central to performances, with AI tools serving to enhance sets and scope. He asserts that the fundamental relationship between actor, director, and camera is preserved, with AI acting as an amplifier rather than a substitute.

There's more familiarity than there was even a year ago.

— Jamie UmphersonRunway's chief creative officer, on the growing comfort level with AI tools.
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Originally published by Asharq Al-Awsat. Summarized and contextualized by our editorial team with added local perspective. Read our editorial standards.

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