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The Runway AI website on a smartphone arranged in New York, US, on Wednesday, Aug. 16, 2023. Runway … [+] AI Inc., whose artificial intelligence software can create a short video from just a few typed words, has raised $141 million in funding from Alphabet Inc.’s Google, Nvidia Corp., Salesforce Inc. and other investors. Photographer: Gabby Jones/Bloomberg
© 2023 Bloomberg Finance LP
Picture this: you’re watching a gripping drama, a heartwarming romance, or a laugh-out-loud comedy, but every scene, character, and plot twist is generated entirely by AI.
This isn’t science fiction, it’s reality unfolding. Runway, an AI video generation startup reportedly in talks to raise funds at $4 billion valuation in July, inked a deal this month with Lionsgate, the film studio behind iconic franchises like The Hunger Games, Twilight, and John Wick.
Runway’s collaboration with Lionsgate grants it access to a treasure trove of movies and shows, in exchange for a custom AI video generation model.
Lionsgate plans to use AI in creation of its new movies and TV shows. “Several of our filmmakers are already excited about its potential applications to their pre-production and post-production process. We view AI as a great tool for augmenting, enhancing and supplementing our current operations,” said Lionsgate Vice Chair Michael Burns.
Hollywood, entertainment, and all industries involving visuals are on the cusp of transformation.
AI Video Generation Impacting Far Beyond Creative Industry
A pioneer of digital effects in filmmaking, James Cameron joins the board of Stability AI, an image and video generation company. Cameron states that the intersection of generative AI and computer-generated image creation is “the next wave” of film technology.
SEOUL, SOUTH KOREA – DECEMBER 09: Director James Cameron attends the press conference for “Avatar: … [+] The Way Of The Water” on December 09, 2022 in Seoul, South Korea. (Photo by Chung Sung-Jun/Getty Images)
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These news signal a future where collaboration between entertainment and AI companies becomes the norm.
AI video startups will also have the opportunity to refine their models by accessing a large library of films and videos. With more training data, AI models can better understand context, render more dynamic movements, and create longer videos with lifelike characters.
Instead of stiff, unnatural actions, future AI-generated characters may chase through rain-soaked Tokyo alleys in tense investigations, reconnect old friends under blossoming trees while grappling with past tensions, or lead daring rescues of marine life.
These nuanced interactions will allow AI characters to express a wide range of emotions and authentic behaviors. Such a collaboration promises to revolutionize the efficiency of filmmaking. With a suite of features such as lip-syncing, style filters, turning a sequence of images into animated video, generative audio, and background erasure and swap, filmmakers can focus more on creative storytelling.
Introducing Frame Interpolation|Runway, credit: Runway
APIs from companies like Runway and Luma AI are opening doors for individuals and enterprises to build applications atop sophisticated video generation models. Youtube also announced that it would use AI to generate contents and even full videos. This could lead to a viral boom in AI-generated videos, impacting industries beyond film—including marketing, advertising, e-commerce, and tourism.
AI Films Will Gradually Emerge As A New Genre
As major film studios are now beginning to adopt AI generated contents, it is possible that AI films might emerge as a new movie genre. Just as hand-drawn animation emerged as a distinct genre in the early 20th century, and computer generated animation in the late 20th century and later 3-D animation, AI films are likely carving out their own space in the cinematic landscape. AI has the potential to “democratize” the film industry, according to Rob Minkoff, who co-directed the classic 1994 animated Disney film The Lion King.
11th March 1955: American animator and motion picture studio founder Walt Disney (1901 – 1966) sits … [+] at his drawing board in his studio, drawing a sketch of his character Mickey Mouse, Burbank, California. Other animation cels are propped on the shelf in the background. (Photo by Hulton Archive/Getty Images)
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The new genre will have its own set of aesthetics and production methodologies that differ from traditional filmmaking. Separate critical frameworks will gradually develop to evaluate the qualities of AI-infused films.
The silver lining is that industries like animation and video gaming stand to benefit immensely. Since these fields already embrace fictional and fantastical elements, integrating AI could enhance creativity without the pitfalls of uncanny realism. AI may help generate vast, imaginative worlds and characters, pushing the boundaries of what’s possible in these mediums.
The Human Touch Becomes A Luxury
But can AI replicate the soul in acting and storytelling?
Stories have always been the soul of films—nuanced narratives filled with emotional richness that resonate with audiences on a deeply personal level.
Julie Andrews tells the kids a story in a scene from the film ‘The Sound Of Music’, 1965. (Photo by … [+] 20th Century-Fox/Getty Images)
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Stories have always been the soul of films—nuanced narratives filled with emotional richness that resonate with audiences on a deeply personal level.
While AI can generate scenes, emotions are inherently human. The fear is that AI might produce films that, while visually stunning, lack the depth and authenticity that come from human experience.
This challenges filmmakers to find a balance, pursuing efficiency while ensuring that the heart of storytelling remains human.
As AI handles more aspects of filmmaking, human-performed movies and meticulously written scripts may become luxury items. The craft of acting and directing could be elevated, becoming more costly and competitive.
This shift could make human creativity and craftsmanship more cherished. Audiences might seek out films that promise genuine human emotion and originality, providing a counterbalance to the polished but potentially soulless productions of AI.
We’re witnessing the emergence of a new visual medium, akin to the advent of photography, television, and the internet. Each of these innovations brought about significant societal shifts, introducing new ways of communication and altering perceptions of reality.
Risks and Ethical Challenges
However, with great power comes great responsibility.
AI-generated videos may also bring deceptive elements—a phenomenon not entirely new. In the 19th century, advertisements and posters often embellished reality to entice consumers.
Advertisement for Cocaine Toothache Drops, showing two children playing outside, 1890. Courtesy … [+] National Library of Medicine. (Photo via Smith Collection/Gado/Getty Images).
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Deepfakes and AI-generated media can be used to spread false information or manipulate public opinion, undermining trust in digital content. Recognizing these risks, California Governor Gavin Newsom pushes AI safety bills into state law. Concerns over AI safety and infringement on copyright spark 125 Hollywood celebrities to urge California Governor Newson to pass AI safety bill SB 1047.
An influx of AI-generated images and videos could also lead to a homogenized visual culture, where unique, human-intentioned creations become rare and highly valued—much like handcrafted goods in the industrial age. In the 1960s and 70s, Andy Warhol’s iconic soup can prints critiqued how mass production strips art of its uniqueness, a risk AI-generated content now amplifies.
A woman looks at “Campbell’s Soup Cans” by Andy Warhol as the Museum of Modern Art (MoMA) reopens … [+] its doors to the public on August 27, 2020 in New York, after being closed since March 12, 2020 due to covid-19. (Photo by TIMOTHY A. CLARY / AFP) / RESTRICTED TO EDITORIAL USE – MANDATORY MENTION OF THE ARTIST UPON PUBLICATION – TO ILLUSTRATE THE EVENT AS SPECIFIED IN THE CAPTION (Photo by TIMOTHY A. CLARY/AFP via Getty Images)
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Workforce disruption is another concern, as automation could displace jobs not only in filmmaking but also in marketing, sales, and advertising.
LOS ANGELES, CA – MAY 02: People picket outside of FOX Studios on the first day of the Hollywood … [+] writers strike on May 2, 2023 in Los Angeles. Scripted TV series, late-night talk shows, film and streaming productions are being interrupted by the Writers Guild of America (WGA) strike. In 2007 and 2008, a WGA strike shut down Hollywood productions for 100 days, costing the local economy between $2 billion and $3 billion. (Photo by David McNew/Getty Images)
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AI models can inadvertently perpetuate racial and social biases present in their training data, leading to content that may be insensitive or discriminatory.
There’s also the environmental cost to consider. Training and running complex AI models requires significant computing power, leading to substantial energy consumption and a larger carbon footprint.
AI companies, filmmakers, technologists, and policymakers must collaborate to establish guidelines that ensure ethical use of AI. This includes transparency in AI-generated content and training data, measures to prevent misuse, and efforts to mitigate environmental impact.
As AI takes its place on the silver screen, perhaps it’s not about replacing the storyteller but enhancing the story—making room for new voices while cherishing the old.
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