A.I. FILMMAKING

A.I. technology is not going anywhere. No matter how much you hate it, that’s the truth. But, how we use it is still up for grabs. And if we don’t shape how it’s used—studios will, and they won’t wait for permission. These tools, if used in the wrong way, are a threat to creativity and employment. However, if used ethically, they are tools that not only empower creativity, but also maximize time & cost efficiency to provide opportunities to create films that will democratize filmmaking.

Let this technological revolution be a call to action for filmmakers. If we use this technology creatively and ethically—it becomes power in the hands of the people. Accepting that AI isn’t going anywhere, allows us to assume the collective responsibility of filmmakers and creatives to use this technology to establish a precedent for its appropriate use in filmmaking. If creators lead, we set the standard. If we don’t—corporations will.

Creatives should not try to halt the development and use of these technologies, rather we should fight for the appropriate use and regulations, as well as be galvanized to create that which was previously off limits.  While publicly accessible AI tools are advancing rapidly, studios have been developing their own tools that will exceed the capabilities and customization options of those available to the public that we haven’t even seen yet. So, right now is the best time to learn these tools and create the films and standards- at the very least, having an understand of the tools will help one better assess how the technology is being, and can be, used.

Right now, if you are a new filmmaker and you wrote the greatest sci-fi or fantasy script ever conceived, but you have no proven box office success or stars attached, it would be an anomaly if that gets funded. And again, rightfully so with the current status of the marketplace and the need for investors to get a ROI. But, by lowering barriers to entry, independent filmmakers and small studios can produce high-quality content without needing massive budgets or access to elite industry networks. As a result, over-time these tools can help break down the traditional hierarchies of the film industry, where financial and institutional gatekeeping have historically limited opportunities for many aspiring storytellers- giving a voice to a more diverse range of filmmakers from all backgrounds.

In a marketplace where existing IP, talent with large social media followings, and/or big name directors are usually required to get a project funded and/or get a ROI for investors- the quality of the film is no longer the number 1 (or 2, or 3…) factor in a film’s success. There is no more efficient way to make the quality of the story  the most important factor in the film’s success than to provide everyone the tools to tell a story. 

If you take AI technology out of the picture for a moment:

…It is still too expensive to make films, and too difficult to get the funding due to the high cost & high box office risk. If you do get funding for a film and make the exact film you envisioned, box office numbers are continuously declining. This leads to necessary budget increases for star talent (increasingly social media talent), and/or reliance on established IP with a built-in audience- leading to the regurgitation of established IP, reboots, spin-offs, etc. With the consistent improvement in the quality and variety of home entertainment options, the industry is experiencing a positive feedback loop that is only going to get worse. 

Adding the variable of AI to the equation:

…It can help empower creativity in filmmakers and democratize filmmaking by lowering the cost of projects, thus lowering the risk for investors, thus allowing for more projects to be made. It’s not about replacing cast and crew, it’s about finding the right synthesis of the technology with talent, VFX artists, animators, etc., to create a streamlined workflow. Instead of a movie needing 100 VFX artists on a movie, they may need only 10 (or less). You may think ‘that means less jobs for humans…’ however, if movies that were previously $100M can be made for $10M: it lowers the risk for investors and filmmakers for box offices returns; and allows for more projects to be funded and made.

I was born in 1994. I watched the massive growth of the internet, social media, and every app you can imagine. As each one blew up, like many, I thought: ‘If only I had jumped on this trend sooner’; ‘If only I was an early adopter’. And now, AI technology has come along, and I’d like to avoid making the same mistake.  When these tools were first released and began advancing, I thought this would be the end of filmmakers and this will only make the current problems in the industry worse. But the more I use these tools, the more I believe they are one of- if not the most- potent solutions to the problems in the industry.  For context, there is not a single shot in this reel that would cost under $10K, most for under $100K depending on if they were animation or live-action. In total, the shots I’ve created in the last year would have cost hundreds of millions to make without AI. Instead I’ve spent under $1,000 in total for subscriptions and credits. While they may not be quite blockbuster movie-level-quality, six months ago these tools couldn’t make a hand with 5 fingers or a face that didn’t look like it was melting. With the exponential rate of advancement, pretty soon the quality will be there. 

This is all my humble opinion of course- and I am no expert on anything. Many of you may disagree with a lot of what I am saying, and you have every right to. But, again, two things that cannot be disputed: This technology is not going anywhere; and it can either lead to a creative revolution or creative extinction. With the right approach, the implementation of this technology isn’t about replacing humans, it’s about empowering the ones who are locked out. You can fight it—or you can use it to break every rule they taught you. 

If anyone has stories they want to tell with this technology and wants to collaborate, contact me.