AI Filmmaking Goes Mainstream
Source: nbcnews.com
AI in Filmmaking: A Growing Trend
Across Hollywood, openly discussing the use of artificial intelligence in filmmaking can be a sensitive topic. Some may find it controversial if its use is not disclosed. Despite pushback against generative AI, industry leaders indicate its increasing acceptance in film and TV. More filmmakers are utilizing AI tools, and studios are collaborating with AI companies to explore AI's potential in content creation.
Michael Burns, vice chairman of Lionsgate, mentioned at the Runway AI Film Festival in Los Angeles that AI is being widely used, but not openly discussed. Lionsgate, known for franchises like “John Wick” and “Hunger Games,” partnered with Runway, allowing their video generation model to train on Lionsgate's movies and TV shows. Burns likened AI tools to Ozempic in the film industry.
Runway AI Film Festival
The festival featured user-submitted short films made with generative tools and was attended by creatives and executives. The festival, also held in New York City, received 6,000 film submissions this year, a significant increase from 300 in its first year.
Concerns and Optimism
The use of AI in film has raised concerns among creatives. AI was a key issue during the 2023 writers and actors strikes, with creatives seeking assurances against job replacement by AI. Runway CEO Cristóbal Valenzuela remains optimistic about AI's impact, suggesting that industries can adapt to new technologies.
AI's Expanding Capabilities
AI-generated video-making is gaining traction despite controversy. It has been used in music videos, brand advertisements, and deepfakes. While early AI videos had distortions, Google’s Veo 3 model has demonstrated seemingly flawless outputs. Valenzuela believes AI will create new industries, though understanding them is challenging.
Runway has increased its presence in Hollywood. Burns stated that Lionsgate's partnership with Runway aims to create higher-quality content at lower costs. He noted significant improvements in AI video quality, making it suitable for big-screen projection. Runway also partnered with AMC Networks, providing AI tools for marketing and TV development.
The films shown at the festival used generative video, but not all were entirely AI-made. The shorts explored absurdist themes, such as a chicken going to prison, life lessons from an insect, and human souls reclaiming bodies after Earth's collapse.
Other AI Initiatives
Other AI companies, like OpenAI, have increased their industry visibility. OpenAI held AI film screenings in multiple cities to showcase its text-to-video model, Sora, which generated both excitement and concern with its realistic capabilities. The Tribeca Film Festival partnered with Runway and OpenAI last year to highlight AI short films.
Film schools are also embracing AI. Elizabeth Daley, dean of USC’s School of Cinematic Arts, mentioned AI is being integrated into courses, including one on AI creativity. The school encourages AI exploration, provided it doesn't replace hard work. Daley emphasized the need to ensure AI tools meet the needs of film professionals and create new job opportunities.