Warner Bros. signs deal with AI startup to predict film success

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.