As we step into 2025, the landscape of Hollywood and the entertainment industry at large is undergoing a seismic shift, propelled by the relentless march of artificial intelligence. This technological revolution is reshaping every facet of the industry, from content creation to rights management, and even the very nature of acting itself. Let’s dive into the latest developments and their implications for screenwriters, actors, and the future of filmmaking.
Cineverse’s AI Rights Management: A New Frontier for Content Monetization
In a groundbreaking move, Cineverse, the indie studio behind the popular Terrifier franchise, has launched Matchpoint Reel Visuals AI, a service that’s set to revolutionize how content owners monetize their intellectual property in the age of AI. This innovative platform connects content owners with AI companies, opening up new revenue streams through AI training opportunities.
The Mechanics of Matchpoint
Matchpoint Reel Visuals AI is designed as a comprehensive solution for content owners, including independent production companies, studios, and content aggregators. By eliminating delivery costs that often eat into profitability, the service streamlines the process of licensing content for AI training purposes.
The platform has already made significant strides, securing deals that encompass approximately 350,000 hours of video and audio content. This vast library serves as a treasure trove for AI companies looking to train their algorithms on diverse media.
Ethical Considerations and Guardrails
In an industry where the use of copyrighted materials for AI training has sparked controversy and legal battles, Cineverse is taking a proactive stance on ethical practices. Tony Huidor, COO and CTO of Cineverse, emphasizes the importance of respecting intellectual property rights and ensuring fair compensation for content owners.
To this end, Matchpoint has implemented strict guardrails:
- Content licensed through the platform can only be used for AI training.
- Web scraping and alternative usage are expressly prohibited.
These measures aim to establish a framework that balances the needs of AI development with the rights of content creators.
The Growing AI Training Dataset Market
The launch of Matchpoint comes at a crucial time, as the AI training dataset market is poised for explosive growth. Industry projections estimate that this market will expand from $2.6 billion in 2024 to a staggering $10.3 billion by 2030. This growth trajectory underscores the increasing demand for high-quality, diverse content to train AI models.
For screenwriters and content creators, this presents a unique opportunity to monetize their work beyond traditional distribution channels. As AI becomes more sophisticated, the value of well-crafted narratives and diverse content libraries is likely to increase, potentially opening up new revenue streams for writers and producers.
YouTube and CAA Join Forces: Protecting Digital Likenesses
In a move that directly addresses the concerns of actors and performers, YouTube has partnered with Creative Artists Agency (CAA) to develop tools that give creators and artists greater control over AI-generated depictions of their likeness on the platform.
The Collaboration’s Objectives
This initiative aims to empower talent while maintaining their creative control over their digital presence. The tools being developed include:
- Early-stage technology for identifying AI-generated content
- Management systems for controlling how digital likenesses are used
- Streamlined processes for submitting removal requests through YouTube’s privacy complaint system
Industry Heavyweights Weigh In
The collaboration has garnered support from influential figures in the entertainment industry. YouTube CEO Neal Mohan emphasized the company’s commitment to a responsible AI approach, while CAA CEO Bryan Lourd highlighted the need for ethical AI ecosystems that protect artists while unlocking creative potential.
This partnership is particularly significant in light of recent controversies. For instance, CAA client Scarlett Johansson had to take legal action against OpenAI to prevent the unauthorized use of an AI-generated voice resembling her likeness. Such incidents underscore the urgent need for robust protections in the AI era.
CAA’s Proactive Stance
CAA has been at the forefront of addressing AI-related challenges for its clients. In May, the agency partnered with Veritone to create “CAAVault,” a synthetic media vault designed to store digital assets of clients, including their names, images, and voice recordings. This proactive approach demonstrates the agency’s commitment to safeguarding its clients’ digital rights in an increasingly AI-driven landscape.
The De-Aging Dilemma: AI in Film Production
The use of AI in film production, particularly for de-aging actors, has become a hot-button issue in Hollywood. The recent release of Robert Zemeckis’s film “Here” has brought this debate into sharp focus.
“Here” and the Controversy
“Here,” which reunites Tom Hanks and Robin Wright from “Forrest Gump,” utilized AI-driven de-aging technology to make its stars appear decades younger. While this technological feat is impressive, it has also sparked criticism and concern within the industry.
Lisa Kudrow’s Critique
Actress Lisa Kudrow voiced her concerns about the film on the “Armchair Expert” podcast, criticizing its endorsement of AI technology. Kudrow’s critique extends beyond just this film, touching on broader issues:
- The potential impact on job opportunities for actors, especially up-and-coming performers
- The future of human work in the entertainment industry in light of AI advancements
- Societal implications, including the potential need for universal basic income if AI eliminates jobs
Tom Hanks’ Perspective
Tom Hanks, one of the stars of “Here,” has also weighed in on the AI debate. In May 2023, Hanks remarked on AI’s potential to allow him to continue acting posthumously through deepfake technology. He highlighted both the impressive capabilities of AI recreations and the ethical and legal ramifications of using a person’s likeness and voice without their consent.
The Oscar Race and AI
Despite the controversy, “Here” is among 20 movies competing for a spot on the Oscars shortlist for Best Visual Effects. This nomination underscores the growing acceptance and recognition of AI-driven tools in filmmaking, even as debates about their ethical use continue.
The Future of AI in Hollywood: Opportunities and Challenges
As we look to the future, it’s clear that AI will play an increasingly significant role in the entertainment industry. Recent technological advancements underscore this trend:
- OpenAI’s launch of “Sora AI,” a video generator that creates videos from text prompts.
- Google’s release of “Veo 2,” a 4K resolution video generation tool set to be integrated with YouTube Shorts and other products in 2025.
These developments promise to revolutionize content creation, potentially democratizing the filmmaking process and opening up new avenues for creative expression.
Implications for Screenwriters
For screenwriters, the AI revolution presents both opportunities and challenges:
- New Storytelling Tools: AI-powered tools could assist in story development, character creation, and even dialogue generation, potentially streamlining the writing process.
- Increased Competition: As AI becomes more sophisticated in generating narratives, screenwriters may face competition from AI-generated scripts.
- Rights Management: The Cineverse Matchpoint platform demonstrates the potential for writers to monetize their work in new ways through AI training datasets.
- Collaborative Potential: AI could serve as a powerful brainstorming tool, helping writers explore new narrative possibilities and overcome writer’s block.
The Actor’s Dilemma
For actors, the rise of AI presents a complex set of challenges:
- De-Aging Technology: While offering the potential for actors to play younger versions of themselves, this technology also raises concerns about job opportunities for younger performers.
- Digital Likeness Rights: The YouTube-CAA partnership highlights the growing importance of protecting an actor’s digital likeness and voice.
- Posthumous Performances: As Tom Hanks noted, AI opens up the possibility of actors “performing” long after they’ve passed away, raising ethical and legal questions.
- Changing Skill Sets: Actors may need to adapt to working with AI-generated elements or even competing with fully AI-generated performances.
Conclusion: Navigating the AI Frontier
As we navigate this new frontier, it’s clear that the entertainment industry must strike a delicate balance between embracing the potential of AI and protecting the rights and livelihoods of human creators. The initiatives by Cineverse, YouTube, and CAA represent important steps toward establishing ethical frameworks for AI use in entertainment.
For screenwriters, actors, and all creative professionals in Hollywood, staying informed and adaptable will be key. As AI continues to evolve, so too must our approach to storytelling, performance, and the very definition of creativity itself.
The AI revolution in Hollywood is not just about technological advancement; it’s about reimagining the art of storytelling for a new era. As we move forward, the challenge will be to harness the power of AI while preserving the human touch that lies at the heart of all great cinema.
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A.I. in Screen Trade 