2024 Has a World of Potential for the Industry

2024 Has a World of Potential for the Industry

Andy Marken December 29, 2023

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Without the burden of memories, we're a clean slate, we can have a fresh start. Nobody can tell you who you are but you yourself. This world is created by our thoughts. The rules are different here. - Yan, Coma, Big Sky Films, 2019

Don't know how to tell you but this was not the year we looked forward to this time last year.

Yes, 2020 was close to being a complete disaster, but most of us made it through with bare bones sanity.

2021/22 was all about shaping things up, getting a handle on what the new normal was going to be and getting ready for a year that would knock our socks off.

This was the year that was going to rock!

Okay, the year wasn't BAD but it was just bad enough to seismically change the course of most of the industry's plans and goals.

So, let's see what tomorrow has in store for us.

First, let us clarify our position at the outset we like to make our own mistakes so, AI?

No freakin' way!

After all, we've never seen an AI movie that ended well.

However, it's here/coming, especially in the film/show industry.

It's going to save time, money, and improve the product. Just ask the experts.

Everyone wants their piece of the action, even though few can describe it other than it's going to be great.

Dive in what could possibly go wrong?

No one really knows what's under the surface.

Even techie leaders like Andrew Ng, Andrej Karpathy, Dennis Hassabis, Geoffrey Hinton, John McCarthy and others warn that we have to go slow, be cautious with it.

But it must be good and safe because people are throwing millions at it and it's going to be worth billions!

And they'll be riding on golden chariots, when they get there.

If you thought crypto currencies were the pot of gold at the end of the rainbow, you ain't seen nothin' yet!

AI guardrails were certainly a major discussion point during the writers/actors negotiations/agreements. But also a distraction point too.

Writers/actors had a tough time with it because they thought it might curtail or limit their careers.

Studio bosses had a tough time with it because wholesale use of AI could help give them better control over the stuff they show and the profits they hoped to make.

We'll see who negotiated best.

But

AI tools have been used in film/show production for years; and in some areas, they're getting better, more useful, more appreciated. For example, for executives with the job of greenlighting projects, AI is the go-to tool.

Instead of relying on his/her seasoned opinion, AI data crunching/analysis will tell them what viewer acceptance/engagement will be before any time/effort has been invested.

It will help them select the best cast and crew based on their track record with the desired target demographics.

It will optimize all of the resources, making pre-production faster, easier and the results more predictable.

It will help source alternative and more cost-effective locations since SoCal is getting to be a ridiculously expensive place to shoot.

If the visual story doesn't meet expectations, Hey, it told me to do it!

Post-production tools and solutions from Adobe, Avid and Da Vinci (Blackmagic) have been enthusiastically accepted by video/audio editors, VFX experts and workflow pros who have always been under ridiculous budget (time/money) restraints.

Sometimes the final product exceeds everyone's expectations, including viewers.

Stress Test - Whether it's on the big screen, the screen at home or the screen in your hand, the only real measure of a project is how it resonates with the target audience. Sometimes it's just a gut-feeling and that's hard to quantify.

Then they don't, remember what greenlighted the project.

Whether your video story is destined for theaters, homes or both; no film or show will appeal to all 8B individuals on the planet no matter what you (and the technology) do.

Studios/streamers/networks and writers/actors all agree that tools that can help influence diehard, casual and occasional viewers to visit their preferred screen and watch films/shows are good for everyone.

Technology-based folks like Netflix, Amazon and Apple have honed and refined their personalized marketing tools to increase ticket sales/stream attention/views.

The data-based tools identify optimum release dates, marketing messages and message channels.

Anything that can improve ROI for production and streaming companies has their - and shareholder - support.

But that's where we philosophically draw the line.

AI writing a script?

AI-generated images of folks in the project?

Sure, people can do it and will.

However, what do we sacrifice in the process?

Writing is hard.

Great writing is damn hard!

And that's what gives people such satisfaction in finishing a project.

Back in 400-something BC, Plato is quoted as saying writing is the geometry of the soul.

It empowers, inspires, nourishes the writer(s) and the audience.

Ones and zeros can never do that.

By the same token, we can copy, duplicate and animate the visual aspects of a person for a scene or segment of a film/show but what do we lose? The AI-generated presence has no ability to think or feel, has no soul or feeling of self-worth.

And it has no humanity to enable people to connect with others in order to like, hate, empathize, feel.

That matters.

Otherwise, it's like one hand clapping just moving air around.

December 14, 2023AI - A Very Useful Video Entertainment Tool KitHero image "A.I. Artificial Intelligence," Warner Brothers To the logical conclusion

November 27, 2023Effective entertainment marketing is now video, but shorter It was great the way her mind worked. No guilt, no doubts,

However, now

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