Introduction
The filmmaking industry has always been at the forefront of technical innovation. From the dawn of sound in the late 1920s to the rise of computer-generated imagery (CGI) in the 1990s, each new tool has pushed the boundaries of what’s possible on screen.
Today, it’s all about artificial intelligence (AI) which represents the new frontier of innovation. But as with any disruptive technology, its arrival has prompted many questions about what further advances it could make versus what could be lost.
Many of us have strong thoughts and feelings about the increased use of AI, and quite rightly are worried about the impact it could have on employment and the future of creativity.
In today’s blog post, we’ll be investigating how AI fits into filmmaking and whether it can coexist with the irreplaceable spark of human creativity. From the challenges to the opportunities and ethical considerations, we’ll cover it all.
What is AI in Filmmaking?
Artificial intelligence in filmmaking refers to the use of algorithms and machine learning to automate or enhance various aspects of the production process.
In short, AI is transforming how films are conceived, created and consumed. Let’s look at its applications across pre-production, production, post-production and distribution.
Pre-Production
In pre-production, AI tools can streamline those time-consuming tasks such as script analysis, storyboarding, location scouting and casting.
To meet the ever-changing demands of the film industry, updates are being made to existing software, and even new software is being created. Software like ScriptBook uses AI to analyze scripts and predict box office performance. This allows studios to assess a project’s potential before committing significant resources. Movies that ScriptBook has analyzed include Borderlands, Harriet, and Knives Out.
Similarly, Cinelytic also provides data-driven insights into casting decisions, estimating how different actors could influence a film’s financial success.Location scouting is another process that’s traditionally labor-intensive. AI analyzes vast databases of images and matches them to a director’s vision. It then suggests potential filming locations without the need for extensive travel, saving both time and a whole lot of money!
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Production
During production, AI-powered tools assist with tasks such as shot composition, lighting optimization, and even camera movements.Production on The Mandalorian is one of the most prominent examples of this. The series leverages AI to create real-time digital backdrops to replace the traditional green screen. Again, this saved the production team a lot of time and provided them with greater creative flexibility. Check out one of the backdrops in action below:
AI is also making huge strides in automating elements such as crowd simulation. Tools like Massive Software generate realistic crowd scenes without requiring hundreds of extras on set. Pulling back precious time like this allows filmmakers to focus on crafting compelling narratives and the creative side of the business.This was the case for Ant Man and the Wasp: Quantumania, where Massive Software was used to create thousands of ants and quantumnauts for the movie.
Post-Production
Here is where AI has had the most visible impact. Powering various editing software, AI can quickly identify the best takes, synchronize audio, and even create rough cuts of scenes. Adobe Sensei is one such example of the technology, accelerating video editing by automating editing processes like color grading and scene tagging.
Special effects and CGI have also been transformed by AI. With machine learning algorithms, AI can generate extremely realistic visuals, including de-aging actors or even creating entirely new digital characters. This de-aging technique was adopted for The Irishman. The movie depicted its characters ageing over five decades.
The use of this technology allowed Robert De Niro, Al Pacino and Joe Pesci to act without being hindered by tracking dots which would have been used to create the effects in the past. For more on The Irishman’s de-ageing technology, The Design Museum describes everything you need to know.
Have some old footage? AI can also restore and enhance it, breathing new life into classic films that can be viewed as they never have before!The first movie trailer to be created completely by AI was for horror/sci-fi feature Morgan. Check it out below:
IBM’s Watson created the trailer by analyzing footage and selecting key scenes.
It’s not just the visuals AI can have an enormous impact on. By synthesizing voices, it can also seamlessly replace dialogue where needed.
Distribution
Even when production on a movie has wrapped, there’s still more that AI can do in terms of audience targeting and marketing.
With the increased use of streaming services like Netflix and Amazon Prime, there needed to be a way to study viewer preferences and recommend the right things to the right viewers. Here’s where AI comes in, its insights guiding studios in deciding what types of films to produce and how to market them well.If you want to find out more about how the streaming services use AI to analyze data, check out this article from Netflix here.
AI vs. Creativity
As AI becomes more integrated into filmmaking, it’s natural for questions to arise about its impact on creativity. Can algorithms truly replicate the human influence that makes cinema an art form?
It’s important that we all understand AI’s limitations and how crucial it is for us to keep human creativity alive, even in the face of new and developing technologies.
Yes, AI excels at recognizing patterns and analyzing data, but what it lacks is the ability to generate original ideas or interpret emotions in the nuanced was humans do. Take a script written by AI – it will probably follow established tropes and structures, but it’ll most likely lack the depth and unpredictability that define great storytelling.
In the art world, an AI can also mimic an artistic style, but it cannot capture the personal experiences or unique perspective of that artist. With filmmaking, the amount of perspectives taken into considerations can be huge due to the sheer collaborative nature of the art form.
Such collaboration thrives on emotional resonance, from the subtleties of an actor’s performance to the intuitive directorial decisions. In truth, many aspects of cinema cannot simply be reduced to algorithms. Instead of replacing human creativity, AI is more of a tool to improve our processes so we can focus on creating.
Listen to what actor and director Ben Affleck has to say about the realistic future of AI in the film and VFX industries
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Embracing AI Tools
It’s completely understandable to struggle with the prospect of AI playing more of a role in the creative industries. With filmmaking facing tricky times in recent years, it can be worrying.
For us, the key to working with AI is understanding its potential to enhance, rather than diminish, the creative process. It can help us to streamline the more tedious tasks, freeing up time and resources for us to tell our stories.
Take editing, one of the most time-consuming parts of filmmaking. AI tools can help accelerate the process by organizing footage, finding the best shots and even suggesting edits. By removing the monotonous part of the process, editors can then spend more time refining the emotional impact of a scene rather than getting bogged down in technical details.
From a writing perspective, AI can help us generate ideas or provide feedback on existing scripts. There’s no way that a completely AI-generated script can replace a human writer, but it can certainly support us in terms of inspiration.Tools like Grammarly and Sudowrite can be useful to help screenwriters improve their work, suggesting improvements in tone, style or structure – merely a helping hand.
When it comes to production, AI-powered cameras and lighting systems can adapt to changing conditions in real-time, providing the best results with minimal adjustments. Again, another great way to save time and reduce the stress of managing multiple complex film setups.
Ultimately, if we’ve embraced filmmaking as a collaborative process in terms of the entire cast and crew, perhaps we need to start thinking of AI as another collaborator, rather than a competitor to help us improve efficiency and creativity.
However, we are under no illusions about the time it could take for the industry to embrace AI, and most importantly, put the protections in place to ensure the human aspects remain at the forefront of the filmmaking process.
Ethical Considerations
These protections are just one part of the ethical considerations needed regarding AI’s involvement in filmmaking. As with any powerful technology, the use of AI raises many questions. Where do we draw the line and how can we ensure it’s employed responsibly?
One major concern is the potential for AI to displace jobs. With automation in areas like editing, visual effects, and even screenwriting, the overall demand for human labor could quickly decline, impacting professionals across the film industry. It’s essential that we strike a balance between leveraging AI’s capabilities and preserving opportunities for creatives.
Another concern is the authenticity of performances. With the development of deepfake technology, filmmakers are now able to digitally recreate actors, even those who’ve passed away. While this does offer exciting possibilities, we must also be aware of consent and artistic integrity. Should filmmakers have the right to use an actor’s likeness in this way without their permission?
While content recommendations are great if you’re unsure what to watch next on your favorite streaming service, there are also questions that need to be answered. Algorithms that prioritize profits over diversity may lead to a homogenization of content, stifling creativity. A priority for the industry is that AI functions like this promote a wide range of voices and perspectives.
Related Reading: How to Pitch a TV Show to Netflix | A Comprehensive Guide
Looking Ahead
While the future of AI in filmmaking is uncertain, it’s exciting to contemplate what’s ahead. As technology continues to evolve, its role in the industry will undoubtedly expand.
While we don’t have a crystal ball, here are our predictions for what’s to come, as well as our top tips for navigating the new filmmaking landscape.
Increased Collaboration
AI will become a standard filmmaking tool, much like the cameras and editing software that came before. As we mentioned earlier, it’ll become another one of our collaborators.
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Personalized Content
Continued enhancements will be made to the algorithms that provide us with recommendations and our personal viewing insights. From custom-tailored films to interactive narratives that adapt to audience input, who knows what’s possible in the future?
New Opportunities
As AI continues to lower production costs and democratizes access to filmmaking tools, more diverse voices will have the opportunity to tell their stories. Less financial risk could mean further prospects for emerging creatives.
Ethical Frameworks
As we saw with the writer’s strike of 2023 which lasted five months, AI is a hugely contentious issue for those who make a living from creativity. It’s crucial that clear guidelines are developed and under constant review and scrutiny to ensure AI is used ethically and that technology serves as a force for good rather than harm.
Whether we agree with the use of AI in the film industry or not, we all must keep ourselves informed about AI advancements and how they’re being incorporated into filmmaking. If we’re able to balance innovation with tradition, we can ensure the human experience remains at the heart of cinema.
Conclusion
There’s no denying that AI is reshaping filmmaking in transformative ways, from automating routine tasks to unlocking new creative possibilities. However, it’s clear that its adoption must be guided by ethical considerations and a steadfast commitment to preserving the human touch.
While AI enhances efficiency and lowers barriers, it cannot replace the emotional depth and originality that define great cinema. The future of filmmaking lies in collaboration between humans and AI where technology doesn’t overshadow our creativity.
By embracing AI as a supportive tool rather than a substitute, we can continue to craft stories that resonate and that remain inherently human. Watch this space!
AI isn’t the only one learning: Keep leveling up your screenwriting game with these articles:
- Writing Subtext: How to Say More by Saying Less
- Plot Outline Techniques: How to Structure Your Story for Maximum Impact
- How to Block a Film Scene
