Here we go… Warner Bros. Pictures is adopting AI technology to help them decide which films to make. As you know, AI has become quite a controversial topic for the creative arts. One side sees AI as a tool to help improve the work they do, while other people see it as a threat that can take over the workplace.
One of the more recent AI controversies has involved Marvel’s Secret invasion and how artificial intelligence was used to create the opening title sequence. This latest report is sure to spark some conversation.
According to THR, Warner Bros. Pictures and Cinelytic had signed an agreement to use Cinelytic’s AI-powered project management system. Through this, the study will “leverage the system’s comprehensive data and predictive analytics to guide decision-making at the green light stage. The integrated online platform can assess a star’s worth in any territory and how much a film is expected to earn in theaters and on other ancillary streams.”
Tobias Queisser is the founder of Cinelytic, which launched four years ago and raised $2.25 million in 2018 from T&B Media Global by signing deals with Ingenious Media and Productivity Media. Queisser said, “The system can calculate in seconds what it took a human being days to rate when it was a general rating of the movie pack or the value of a star.”
He added, “AI looks scary. But right now, an AI can’t make any creative decisions. What it’s good at is crunching numbers and breaking down huge datasets and showing patterns that wouldn’t be visible to humans. But for creative decision-making, you still need experience and instinct.”
Tonis Kiis, Senior Vice President of Distribution, added: “Every day we make difficult decisions that influence what – and how – we produce and deliver films to cinemas around the world, and the more accurate our data, the better we will be able to engage our audience.”
We’ve always known that the people who really ran Hollywood weren’t creative people, they were the bean counters. Well, now it looks like those bean counters will soon become obsolete. The human touch is removed from that equation.
However, whether it’s humans or AI crunching the numbers, this is still the process of the film industry that harms filmmakers and the projects they make. So I guess not much will change other than the process of approving or canceling projects which will happen at a faster pace.
by Joey Paur
Source: Geek Tyrant
Lloyd Grunewald is an author at “The Fashion Vibes”. He is a talented writer who focuses on bringing the latest entertainment-related news to his readers. With a deep understanding of the entertainment industry and a passion for writing, Lloyd delivers engaging articles that keep his readers informed and entertained.
