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20 Jun 2024
8 Min Read
Saad Ali Siddiqui (Student Writer)
See how AI is revolutionising filmmaking, from directing to editing. Is it pushing creative boundaries or blurring lines between creator and creation?
The film industry has long been a crucible of innovation, driven by relentless advancements in technology and storytelling techniques. From the early days of silent films to the era of computer-generated imagery (CGI) and three-dimensional graphics (3D), each technological leap has transformed the cinematic experience. Today, we stand at the brink of another monumental shift as artificial intelligence (AI) begins to redefine the filmmaking landscape.
Pre-Production
AI's rise in filmmaking is a testament to its potential to revolutionise various stages of production. In pre-production, AI has made significant strides in story development and scriptwriting. Several tools have emerged that harness the power of AI to assist filmmakers in crafting compelling narratives:
Production
AI's impact is equally profound in production. AI-driven cameras developed by ARRI and Sony incorporate advanced computer vision algorithms to analyse scenes in real time. These cameras autonomously adjust settings such as focus, exposure, and composition, optimising visual quality and enhancing efficiency by reducing manual adjustments. Drones equipped with AI capabilities, such as models from DJI and Skydio, revolutionise aerial cinematography by autonomously navigating complex flight paths and capturing stable, cinematic shots that were previously challenging to achieve manually. AI applications like ScriptBook analyse scripts to assist directors in visualising and refining complex sequences, predicting challenges, and suggesting creative solutions. These advancements democratise access to sophisticated filmmaking techniques, lowering technical barriers and providing creative support.
Post-Production
In post-production, AI significantly advances critical processes. AI-powered editing tools like Adobe Premiere Pro and DaVinci Resolve utilise machine learning algorithms to automate video editing, colour correction, and audio enhancement tasks. These tools analyse footage to suggest edits, streamline workflows, and enhance overall quality. AI-driven visual effects software such as Foundry's Nuke and Autodesk Maya leverage deep learning techniques to accelerate tasks like CGI rendering and compositing, reducing rendering times and achieving greater realism. AI applications in scoring and music composition, like AIVA and Amper Music (ceased operations), use algorithms to generate original scores and soundtracks tailored to the mood and pace of the film. AI's integration in post-production empowers filmmakers to achieve higher-quality results efficiently and effectively.
Here are a few examples of AI's impact across the production process in recent films:
Directed by Ang Lee, this film used AI and machine learning to create a younger digital clone of Will Smith. The technology analysed Smith's past performances and integrated this data with advanced CGI to produce a realistic and youthful version of the actor.
Martin Scorsese's epic crime drama employed AI-driven de-aging technology to depict Robert De Niro, Al Pacino, and Joe Pesci at younger ages. AI algorithms analysed and adjusted facial features frame-by-frame, enabling the actors to convincingly portray their characters across different decades without relying on prosthetics or makeup.
This Marvel Studios blockbuster extensively integrated AI throughout its production, particularly focusing on VFX. AI techniques were instrumental in creating realistic animations, enhancing CGI characters like Thanos, and optimising complex VFX processes, resulting in visually stunning sequences.
The impact of AI in film extends beyond production to significantly affect distribution and marketing strategies. AI-driven recommendation systems on platforms like Netflix and Amazon Prime Video analyse viewer preferences to suggest tailored film recommendations. Netflix's AI-powered engine utilises viewing history and interaction to enhance viewer satisfaction and retention. AI also plays a crucial role in targeted advertising through platforms such as Google Ads and Facebook Ads, employing machine learning to effectively segment audiences and optimise marketing spend.
Social media monitoring tools like Hootsuite and Sprout Social leverage AI to track audience sentiment, identify trends, and engage influencers across platforms such as Twitter, Instagram, and Facebook, thereby amplifying a film's visibility. Predictive analytics tools like IBM SPSS Statistics assist studios in forecasting box office performance by analysing historical data, market trends, and social media activity, aiding in strategic decisions regarding release dates and distribution strategies.
AI technologies also facilitate global accessibility by providing real-time translation of marketing content and closed captioning via platforms like Google Translate and YouTube, ensuring films reach diverse global audiences. Dynamic pricing models powered by AI, similar to those used by airlines and ticketing platforms, adjust prices based on demand and viewer behaviour, optimising revenue while maintaining competitive pricing.
AI-generated films are forging new frontiers in cinema, highlighting AI's transformative impact on the creative process. These films leverage AI algorithms to write scripts, create characters, and even direct scenes. A standout example is 'Sunspring' (2016), a short film in which an AI named Benjamin wrote the screenplay. (Benjamin was developed by filmmaker Oscar Sharp and AI researcher Ross Goodwin.) Despite the AI-generated script, human actors performed the roles, showcasing AI's influence on storytelling while incorporating traditional acting.
In contrast, 'Zone Out' (2017) pushed the boundaries further by having Benjamin take on an expanded role. In this project, Benjamin not only wrote the script but also performed, directed, scored, and edited the entire film. Despite its eccentricities—a plotline that defies comprehension, characters distorted in ways only AI can imagine, and a soundtrack that oscillates from sappy to eerie—this project showcased AI's capabilities comprehensively, spanning from pre-production to post-production.
These AI-generated films illuminate the innovative possibilities AI brings to filmmaking, allowing for new forms of storytelling and artistic expression that defy traditional cinematic norms. The AI International Film Festival stands as the apex of this movement, celebrating and showcasing the forefront of AI-driven cinematic creativity.
The rise of AI in filmmaking introduces significant challenges and concerns, including job displacement, economic implications, and ethical and regulatory issues. AI's expanding role raises uncertainties about the future employment of creative professionals, particularly writers and editors whose roles are susceptible to automation. While AI can generate compelling narratives, critics argue it lacks the nuanced understanding of the human emotions that defines exceptional films.
These concerns were illustrated during the 2023 Writers Guild of America strike, which sought better compensation and protections in response to the growing influence of streaming services and AI. Writers demanded fair residuals from streaming services and voiced concerns about AI encroaching on creative roles. The strike disrupted numerous productions, emphasising the indispensable contributions of human writers. Ultimately, an agreement was reached that improved residuals and imposed limits on AI's involvement in scriptwriting and editing, underscoring the economic value of human creativity and the industry's need to adapt to technological advancements.
Moreover, there is apprehension that AI's efficiency could undercut the earnings of creative professionals, especially regarding residuals from re-airings, streams, or sales of their work. These residuals provide a steady income long after the initial project completion, supporting sustainable careers. Addressing fair compensation in an AI-driven landscape is intricate and requires careful consideration.
In addition to economic implications, AI's role in filmmaking poses ethical and regulatory challenges. Determining ownership of AI-generated scripts or music complicates traditional concepts of authorship and necessitates updated regulations. Recent developments in the U.S. include a congressional hearing on intellectual property (IP) protection for AI-generated or AI-assisted works. The consensus was that wholly AI-generated works do not qualify for copyright or patent protection, whereas those involving significant human intervention may. This highlighted the importance of transparency in using copyrighted works to train AI systems and the need to balance technological progress with creators' rights.
The rise of AI in filmmaking signifies a transformative shift, offering unprecedented creative opportunities and technological innovation. AI not only enhances efficiency and introduces novel storytelling techniques but also redefines the artistic process itself, acting as a collaborative partner that sparks previously unimaginable forms of creativity. However, establishing ethical frameworks and regulatory standards around authorship, creativity, and originality is crucial to ensure AI enhances rather than diminishes creative expression.
Looking forward, the future of AI in filmmaking prompts us to envision a landscape where technology and human creativity harmoniously coexist. Yet, preserving the human touch in filmmaking—rooted in emotional intelligence, cultural context, and personal experience—remains pivotal. Embracing AI's potential requires us to identify and safeguard the uniquely human roles in the creative process, ensuring that AI serves as a potent ally in advancing cinematic artistry while maintaining its magic.
Saad Ali Siddiqui is currently pursuing a Bachelor of Mass Communication (Honours) at Taylor's University, specialising in Journalism and Media Practice. From international gold medalist Taekwondo fighter to creative writer, Saad weaves his passions and experiences into a vibrant tapestry of storytelling!
