Hollywood's AI Dilemma: Embracing Innovation or Resisting Disruption?

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As AI-generated content gains traction, Hollywood faces a critical decision: adapt to new technologies or resist potential threats to traditional filmmaking. This story explores the contrasting approaches within the industry.

The Rise of AI in Hollywood

The entertainment industry is witnessing a surge in AI-generated content, sparking debates about its potential impact on traditional filmmaking. As AI-generated videos flood social media platforms, Hollywood finds itself at a crossroads, with industry professionals divided on whether to embrace or resist this emerging technology 1.

Source: The Verge

Source: The Verge

Asteria: A New Approach to AI in Filmmaking

Filmmaker Bryn Mooser has launched Asteria, a production house that aims to change the perception of AI in the film industry. Asteria's unique selling point is its "ethical" generative model, built in collaboration with research company Moonvalley, which only uses properly licensed material for training 1.

Mooser emphasizes the importance of understanding AI's limitations in filmmaking:

"It was obvious that the tools weren't being built by anybody who'd ever made a film before. The text-to-video form factor, where you say 'make me a new Star Wars movie' and out it comes, is a thing that Silicon Valley thought people wanted and actually believed was possible." 1

Asteria's Innovative Approach

To provide filmmakers with more control, Asteria uses its core generative model, Marey, to create project-specific models trained on original visual material. This approach allows artists to generate assets in their distinct style while adhering to a unique aesthetic. The studio demonstrated this workflow in the production of Cuco's animated short "A Love Letter to LA" 1.

Industry Divide: Embracing vs. Resisting AI

The entertainment industry is split on the adoption of AI technologies. Some prominent figures, like Natasha Lyonne (Mooser's partner and an advisor at Late Night Labs), argue that it's better to be involved in shaping AI's future in filmmaking rather than ignoring its potential impact 2.

Other industry giants embracing AI include:

  1. James Cameron, who joined Stability AI's board and expressed hope for using AI to reduce blockbuster filmmaking costs
  2. Jason Blum's Blumhouse Productions, partnering with Meta for AI testing and chatbots
  3. Lionsgate, signing a deal with Runway to train its model on the studio's extensive film and TV series catalog 2

Ethical Concerns and Skepticism

Despite the enthusiasm from some quarters, Asteria and other AI initiatives in Hollywood face skepticism and ethical concerns. Critics argue that the proprietary nature of Asteria's flagship model makes it impossible to verify claims of using only licensed material for training 2.

Source: Fast Company

Source: Fast Company

The Future of AI in Filmmaking

As the debate continues, the industry watches closely to see how AI will integrate into traditional filmmaking processes. Asteria plans to test its approach with "Uncanny Valley," a feature film to be co-written and directed by Natasha Lyonne 1.

The coming years will likely see a continued struggle between those embracing AI as a tool for innovation and cost reduction, and those resisting its potential to disrupt established filmmaking practices and job markets.

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