The Sora from OpenAi still has to be accepted in Hollywood and large studios worldwide, because filmmakers hesitate to embrace artificial intelligence (AI) in their creative and commercial companies. Despite the extensive discussions by OpenAi with leading studios such as Walt Disney Co., Universal Pictures and Warner Bros. Discovery Inc., no significant deals have been released.
Why does the film industry hesitate to accept Sora?
The reluctance stems from concern about the impact of AI on creative industries, data security and potential conflicts with powerful trade unions.
Sora, AI-AI-Video generator of OpenAi, was introduced at the beginning of 2024 and positioned the company under a growing number of companies that offer generative video tools. Since the release, OpenAI leaders have tried to look for partnerships with Hollywood Studios, which demonstrates the potential of technology at important industrial events. However, the film industry remains careful, especially given the unrest that AI has already caused in entertainment.
The Hollywood attacks of 2023 of both screenwriters and actors were considerably driven by fears about the influence of AI. Trade unions have consistently insisted studios to ensure that their intellectual property is not used by technology companies without the correct compensation. OpenAi, with a value of $ 157 billion, has emphasized that it is still early for Sora and that the company does not intend to force partnerships prematurely.
“We are so early with Sora,” Brad Lightcap from OpenAi, Brad Lightcap, told Bloomberg News in January. “I think that part of these things good is that you can not only say,” Okay, we have a model, now we are going to force a partnership. ” The feedback from the industry is super valuable.
Despite the widespread studio, some individual filmmakers have shown enthusiasm to experiment with AI as a creative tool. Actor and director Ben Affleck has noticed that AI filming processes could streamline, which eliminates expensive and difficult elements and at the same time improve efficiency. However, he has rejected the concern that AI will completely replace scenario writing or filming.
The AI conversation remains complicated for the large studios. Although they acknowledge that AI will inevitably transform the production workflows, their experiences from the past with technical giants such as Google, Meta and Netflix have wored them to give away their most valuable assets without considerably financial returns. Unlike record labels, which benefited considerably by taking equity in Spotify, large film studios missed early investment options in streaming platforms, and they are careful not to repeat the error with AI.
Lionsgate comes forward as an exception
An exception in the industry is Lionsgate, who concluded a deal with AI Startup Runway in September 2024. With this collaboration, Runway AI models can train using the content of Lionsgate, while the studio retains exclusive rights to make the technology in its productions to use. Vice -chairman of Lionsgate, Michael Burns, described AI as a tool to “increase, improve and supplement” their activities, and some of his filmmakers are already investigating the applications.
OpenAi reportedly discussed similar regulations with other studios, so that they can train adapted AI models on their intellectual properties for internal use. Such similarities would have Studios AI included in production processes without giving the general public access to their characters or franchises. In addition, some studios have investigated the opportunity to license their film and TV catalogs to OpenAI in exchange for substantial financial compensation, although these negotiations still have to improve considerably.
(With Bloomberg entrances)
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