🤖 AI in Hollywood

NP #008

Neon Pulse Team
June 20, 2023

Good morning and welcome to the latest edition of neonpulse!

Today’s issue is all about AI in Hollywood. Some say it will replace Hollywood altogether, and some say it will never have any impact - but which is true?

AI in Hollywood

Hollywood is worried about AI. Thanks to its generative capabilities, it could potentially take a lot of Hollywood’s jobs. From screenwriters to animators, and from cameramen to even actors. But will it? Will AI replace Hollywood?

Joe Russo, co-director of Marvel movies like "Avengers: Endgame" and "Avengers: Infinity War", predicts that within two years, AI will be capable of creating full feature films, in mere minutes. Russo envisions a future where AI allows moviegoers to personalize their own movies, with photoreal avatars and tailored storylines that mimic themselves. That would certainly be crazy!

But not everyone agrees. “The people who hate it or are fearful of it are insecure about their own talent”, said Robert Legato, an Academy Award-winning visual effects expert who has worked on films like Titanic, the Jungle Book and the Lion King.

The currently ongoing Hollywood writers' strike, which is already 49 days long, has brought attention to the tensions surrounding the use of AI in film writing. While some see AI as a tool that can streamline processes and empower creators, critics fear it may lead to the replacement of unionized artists and the creation of mediocre or unoriginal art.

Other than the use of LLMs in screenwriting, the use of AI-generated deep fake videos is particularly raising concerns among actors. The Screen Actors Guild—American Federation of Television and Radio Artists (SAG-AFTRA) is seeking a contract that protects its members from the unregulated use of generative AI.

Negotiations between the unions and Hollywood studios will focus on the impact of AI on performers and the need for informed consent and compensation for AI-generated works. The issue of economic fairness and the changing landscape of the entertainment industry may lead to more strikes by the unions.

Jonathan Taplin, director emeritus at the Annenberg Innovation Lab at USC, opposes the development and use of generative AI by big tech firms. He argues that AI disregards copyright and can repurpose content without permission. He also believes generative AI will contribute to the lack of originality in the industry and worsen predictability issues.

On the other hand, Yves Bergquist, director of the AI & Neuroscience in Media Project at the same film school, has a more favorable view of generative AI. He predicts that certain parts of movie studios, such as post-production companies, will embrace the technology to reduce costs.

The potential impact of AI in Hollywood is welcomed with differing viewpoints. Some see AI as a potential tool to enhance productivity and address economic pressures, while others express concerns about the potential loss of originality and the replacement of human creative professionals.

Only time will reveal the true extent of AI's impact on the entertainment industry. The biggest question now is: will people care if they are watching AI-generated or human-made content? Because in the end, the market decides.