Artificial intelligence (AI) is dramatically reshaping Hollywood, introducing both excitement and concern across various facets of the industry. From the crafting of films to the protection of performers’ rights, the influence of AI is undeniable. This article dives deep into recent AI-related developments in Hollywood, with insights drawn from four key articles, focusing on the implications for screenwriting and entertainment at large.
Megalopolis and the Rise of AI in Film Marketing
One of the most prominent recent events involving AI in Hollywood is the controversy surrounding Francis Ford Coppola’s upcoming film, Megalopolis. Scheduled for release on September 27, this highly anticipated film faced a PR storm when a trailer for the film was pulled by distributor Lionsgate. The reason? The use of fabricated quotes from critics in the teaser, which were created by an AI bot.
This event highlights the dangers of AI when it is used improperly, particularly in creative industries where authenticity is paramount. The original intent behind the trailer was to include negative reviews of previous Coppola films that later became successful, as a way of positioning Megalopolis in a similar light. However, an AI bot fabricated false reviews attributed to well-known critics such as Pauline Kael and Andrew Sarris. The result was a PR disaster, leading to the firing of Eddie Egan, a marketing consultant, who was misled by the AI-generated content.
While the use of AI for creative purposes like marketing trailers seems innovative, this incident reveals a key risk: AI’s limitations in producing reliable or context-appropriate content. For screenwriters, this serves as a cautionary tale. Although AI can assist in content creation, editing, or brainstorming, reliance on it without human oversight can lead to unintended consequences. In a field as nuanced as screenwriting, where dialogue, subtext, and tone are paramount, the creative human touch remains irreplaceable.
The Legal Battle Over AI-Generated Digital Replicas
AI’s impact extends beyond marketing blunders and reaches into performers’ rights, as seen in California’s recent legislative actions. SAG-AFTRA, the actors’ union, recently praised the passage of bill AB 1836, which restricts the usage of AI-created digital replicas of deceased performers without their estate’s consent. This legislation is part of the union’s broader strategy to protect actors’ rights in the age of AI.
For screenwriters, the implications of such legislation are profound. AI-generated digital replicas could potentially alter how characters are written and portrayed on screen, especially when AI could bring deceased actors back to life digitally. While this might seem like an innovative way to honor past talent, it raises significant ethical questions. If a character in a screenplay is modeled on a performer who has passed away, can their digital likeness truly capture the nuances of their performance? More importantly, who controls the legacy of that portrayal?
The passage of AB 1836 sets a legal precedent that could impact how screenwriters and filmmakers approach the use of AI in the creation of performances. The industry will likely see increased scrutiny on the ethical use of AI-generated content, reinforcing the need for explicit consent in every phase of the filmmaking process.
SAG-AFTRA’s Strike: AI in the Video Game Industry and the Fight for Fair Compensation
AI’s influence is also a major point of contention in the video game industry, where voice actors have been on strike since July 2023, led by SAG-AFTRA. This strike echoes concerns raised in the film industry, particularly the fear that AI will replace human actors in key roles or reduce their compensation for work. Jennifer Hale, a well-known voice actor, has been vocal in highlighting the dangers of AI in the industry, particularly how it can jeopardize jobs if not regulated.
Hale’s reflections are crucial for both screenwriters and actors. As AI becomes more prevalent in generating character voices and likenesses, writers need to consider how this technology might affect their craft. If AI can produce dialogue or replicate a character’s voice without human input, does that diminish the role of writers and performers? Hale’s emphasis on fair compensation for actors—especially given AI’s ability to replicate voices without ongoing pay—reflects a broader concern that screenwriters should share: the potential devaluation of creative work in an AI-driven industry.
Screenwriters, too, may face a similar situation if AI continues to evolve. AI writing tools are already being developed that can mimic human style and structure. While these tools may serve as valuable aids, the fear is that they could eventually reduce the need for human writers, especially in repetitive or formulaic genres. Hale’s call for fair pay is not just an actors’ issue; it’s a call to protect the integrity of all creative professionals, including writers.
AI’s Broader Impact: Oprah’s Upcoming Special on AI
Amid these controversies and legislative battles, the broader conversation about AI and its societal impact continues. Oprah Winfrey is set to host a special titled AI and the Future of Us on September 12. The special aims to shed light on the implications of AI, with guests like Sam Altman, CEO of OpenAI, and Bill Gates weighing in on AI’s potential to transform industries such as science, health, education, and entertainment.
This special provides an opportunity to reflect on how AI is already affecting Hollywood. With AI tools becoming more advanced, it’s crucial for screenwriters and other creatives to stay informed about the ethical, technical, and creative dimensions of this technology. Bill Gates, for example, will discuss how AI could disrupt the job market, including jobs in creative industries, a sobering reminder that no profession is immune from AI’s reach.
Oprah’s special also highlights the diverse perspectives surrounding AI. For instance, Tristan Harris and Aza Raskin, co-founders of the Center for Humane Technology, will advocate for mitigating the risks of superintelligent AI. Their views, along with FBI Director Christopher Wray’s warnings about AI misuse by criminals, signal the need for responsible and ethical use of AI across all sectors, including entertainment.
AI’s Promise and Peril for Screenwriters
The rise of AI in Hollywood represents both opportunities and threats for screenwriters. On one hand, AI tools can streamline some parts of the creative process, such as helping generate ideas, refine dialogue, or even predict audience reactions. On the other hand, there is a real danger that AI could devalue the role of human writers by automating parts of the writing process or undermining fair compensation models, as Jennifer Hale’s case illustrates.
As the industry continues to grapple with the implications of AI, screenwriters should prepare themselves for the potential changes AI will bring. This includes staying informed about AI’s capabilities and limitations and advocating for regulations that protect creative jobs from being eroded by technology. Ultimately, AI should be viewed as a tool to enhance creativity, not replace it.
Conclusion: Navigating AI’s Role in the Future of Hollywood
AI is here to stay in Hollywood, and its role will only grow as the technology evolves. From marketing blunders like Megalopolis’ controversial trailer to legislative efforts protecting performers’ rights, AI is changing the landscape for everyone involved in filmmaking—from actors to screenwriters. As Oprah’s special will likely emphasize, the key to navigating this future lies in balancing AI’s potential with the need for human creativity and ethical responsibility.
Screenwriters, in particular, must remain vigilant, ensuring that AI serves to assist rather than replace the nuanced, emotionally rich work that defines great storytelling. The future of Hollywood may be driven by AI, but the soul of storytelling still belongs to the people who create it.
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A.I. in Screen Trade 