While artificial intelligence becomes more sophisticated every day, its use cases become innumerable. And with Google Veo’s new video generation toolContent creation could become easier and more accessible than ever.
But despite the power of the new tools for generation of videos and content supplied by AI, cinema and television experts do not hold their breath, technology will completely upset the industry. While AI can Increase efficiency For television and cinema producers, the creation of content in this industry has become incredibly expensive thanks to streaming wars – and even AI cannot solve this problem.
“The content has hugged right now, and it takes a lot of money to create excellent content. If you make traditional content in cinema and on television at high production value, it’s expensive, it becomes more expensive,” Kevin Mayeran elder Disney executive, said Yahoo Finance“Opening bid” podcast Last week. “You cannot depend too much on AI.”
The reason for which the cost of content has increased so spectacular is the Streaming wars—The battle between Netflix,, Amazon,, Apple TV, Disney, Discovery Warner Bros.And more – according to Jennifer Turnerformer executive vice-president of Tristar Television for Sony Pictures television.
During her stay there, she managed the development and production of new premium television series for cable and streaming platforms. During her career, she worked on successful shows like Grey’s Anatomy, Desperate Housewives, Lost, Friday Night Lights and The Good Doctor.
“The cost of acquisition [intellectual property]Attaching talents, and the scope and scale of productions have increased considerably in the service of the Streamers’ objective to acquire customers, ”said Turner Fortune. “It was a growth strategy. Now the emphasis is on profitability. ”
Rob Rosenbergformer executive vice-president and general lawyer of Showtime networks (A paramount subsidiary), explained that when some of the banners got online, they paid projects to win in competitive call for tenders. This led them by sometimes paying the amount they could have paid to win the project sometimes 10 times.
“When a single series of series like Rings,, Citadel, And Foreign things I started to cost more than many feature films, someone should have pumped the brakes, called for a while and reassess if these costs could ever deliver a [return-on-investment] who justified them, ”said Rosenberg. For example, an episode of Foreign things Cost $ 30 million,, The Wall Street Journal reported in 2022.
However, giants in streaming like Apple continue to pay money in content knowing that they could always “lose” the battle. According to a recent report of InformationApple has Lost more than a billion dollars a year By spending more than $ 5 billion streaming since its launch in 2019.
How AI helps the production of films and television, up to a point
AI has already made its mark on the television and cinema industry – and even indirectly a few Oscar appointments This year. Emilia Perez And The brutalist The two used the AI to modify the voices, and Adrian Brody won the Academy Prize for best actor even if the AI has perfected its Hungarian accent. The technology has also been used to reverse Tom Hanks and Harrison Ford, according to a BBC report.
Although AI can be used for visual and audio effects on television and cinema, technology is still limited, said Turner.
“We are completely replacing feature film feature films,” she said.
Meanwhile, using AI in film and television production was a recently controversial problem, with more than 11,000 Hollywood cinema and television writers continue on strike In 2023 against the use of technology in their industry.
Rosenberg underlines that at this stage, AI is still only another tool that is used to develop content, such as CGI.
“The industry is counting on the promise of efficiency of the rationalization of workflows and the automation of tasks with high intensity of labor, but they have not yet generated proof of concept that would make everyone plunge,” he said.
