As film studios gingerly manage partnerships with AI businesses like OpenAI, the commercial potential of AI in filmmaking remains largely unrealized.
Bloomberg claims that OpenAI has started discussions with big studios like Warner Bros. Discovery Inc. and Walt Disney Co. to investigate the potential applications of their AI tool, Sora, in filmmaking.
Due to studios’ concerns about data use and possible disputes with labor unions, no firm agreements have been reached despite these efforts. The labor strikes that affected Hollywood in 2023 were largely centered on worries about artificial intelligence, suggesting a cautious approach to technology integration by the business.
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Launched in early 2024, OpenAI’s Sora has been marketed as a tool for producing lifelike video clips in response to text queries. The $157 billion corporation is still working with industry participants to improve its products. Sam Altman, the CEO, has stressed the importance of industry input and the potential harm that early collaborations could cause to both parties.
Studios are still dubious, despite the fact that some directors have embraced Sora as a creative tool. In contrast to record labels’ successful forays into emerging technology, the film industry has traditionally avoided such collaborations, as evidenced by the use of YouTube and Netflix. One notable exception is Lionsgate, which recently collaborated with Runway to create an AI model using the studio’s back history of content, suggesting that the industry may have more to offer.
Though big businesses like Disney are still wary, this effort might serve as a model for future partnerships. There is still uncertainty surrounding the possibility of licensing large film collections to AI firms, which may lead to profitable agreements and prevent copyright issues.
The proper financial structure for these collaborations has not yet been formed, necessitating careful evaluation of profit-sharing arrangements with those who are entitled while the film industry carefully evaluates the adoption of Sora and related technologies. As Openais Sora creates waves in the film industry, Hollywood is reluctant.
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