Film company Warner Bros. has signed a deal with Los Angeles startup Cinelytic, which utilizes machine learning to predict film success at the greenlight stage, but the artificial intelligence will assist the studio’s marketing as well as distribution decisions, according to The Verge. The software’s fantasy football algorithm allows customers to pitch a genre, budget, actors, and so forth, tweaking individual elements to see how they affect the hypothetical movie’s performance in different demographics and markets. Scientific studies, however, show that AI only regurgitates self-evident findings (such as “Scarlett Johansson is a bankable star”) which can be discovered without AI.
As part of a screening for her documentary, iHUMAN (2019), at Tallinn’s European Film Forum, Norwegian filmmaker Tonje Hessen Schei says while Artificial Intelligence (AI) changes media consumption, humans should still tell the stories, according to Screen International. With footage of more than eighty interviews shot over five years for her to edit into iHUMAN, Hessen Schei says an AI editor would have been more efficient, but at the price of unpredictability. “The best art in the world is created by error and human madness, and beautiful fantasy that we have,” Hessen Schei says, adding that the United States and China may be leading the AI race, but Europe should develop ethical guidelines for top-one-percent production companies.