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The Film Industry Leaps into Artificial Intelligence: Scope and Challenges by
the Filmmakers

Chapter · October 2020

DOI: 10.1007/978-981-15-6014-9_80

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The Film Industry Leaps into Artificial
Intelligence: Scope and Challenges
by the Filmmakers

Angana Datta and Ruchi Goswami

Abstract Artificial Intelligence (AI) is usually associated with assisting humans

with tasks that are either ordinary or can be done better with automation. Since
then technology grew, representation of AI and Robotics also evolved in films, espe-
cially the robots, which has given surplus roles from the antagonist, protagonist, the
romantic, to a deadly weapon capable of machine learning. With the advent of CGI
in the 2000s, an AI flareup took place in the world of cinema and came up with
worthy concepts of AI-based movies. Today, the AI system can robotically deliver
advanced visual effects which makes it easier for performers to act their alternative
characters and creatures. Data Analytics and AI technology have already made their
debut in films and are going to play a bigger role in the filmmaking process. Till now,
films were made on AI. In the future, AI will be writing films, robots will perform,
and animation will be done by a deep learning algorithm process. The study aimed
to observe the AI technologies used in the film industry. The methods adopted to
achieve the goals of the study is the content analysis method. The study will conclude
that technology is constantly improving, and AI can become an inescapable force
that could renovate the films and take it to the next level.

Keywords Robotics · Machine learning · CGI · Visual effects · Data analytics

1 Introduction

Filmmaking is a technological art, which is a bonus to directors who made it possible

to capture motion on the film and video as well as an unembellished challenge. The
film directors are more than an artist and are also technological visionaries who
can move the tools or sometimes discover new ones. Some of these technological

A. Datta (B) · R. Goswami

IIS (Deemed to be University), Jaipur, India
e-mail: dattaangana@gmail.com
R. Goswami
e-mail: ruchi.goswami@iisuniv.ac.in

© Springer Nature Singapore Pte Ltd. 2021 665

V. S. Rathore et al. (eds.), Rising Threats in Expert Applications and Solutions,
Advances in Intelligent Systems and Computing 1187,
https://doi.org/10.1007/978-981-15-6014-9_80
666 A. Datta and R. Goswami

changes support filmmakers to execute their visions to challenge the structure of the
industry. The filmmaking devices are getting shorter, powerful, and affordable due
to new technologies. Our smartphones with features like 360° view angle, improved
camera lens, and recording quality can also make movies. All such inventions are
encouraging the industry to modify and accept new methods to create movies and
project great content. In this way, one of the inventions is Artificial Intelligence (AI)
that refers to the duplication of human intelligence in machines that are programmed
to think like human beings and mimic their behavior.1 This term may be used in
any kind of machine that shows actions linked to a human mind like learning and
problem-solving. AI is not just gaining fame in sectors like healthcare and education
but also the power to the media and entertainment industry. Therefore, AI is making
its score in Hollywood/Bollywood, visual effects (VFX), and conduct experiments
with using machine learning to examine film content in fascinating ways. AI works
behind the scenes and stands to gain from some transformative innovation.
However, the AI plays a major role in the entire filmmaking spectrum where
technology, mostly refers to the excess of gadgets and advancements in audio–visual
experience for the users.

2 Review of Literature

A brief literature survey of the filmmaking industry for the proposed study reveals
that many studies had been conducted so far to assess the role, types, contents, styles,
technologies, and many other aspects of the films. Out of which the innovation of AI
and its applications in the film industry are something to be discussed.
This article discusses the filmmaking production process where it was shown
that most filmmakers accept the most tedious and laborious parts of pre-production
have script breakdowns, storyboards, shot list creation, augmenting schedules and
crafting budgets. If the Data Science and AI will be able to mechanism most of
the process, then filmmakers can concentrate on more creative and human-centric
features. Also, it is going to produce more fun and generate parts that automatically
cut pre-production time for filmmaking [2].
The research paper articulates that Artificial Intelligence (“AI”) is not simply a new
concept, especially to the bibliophiles of science–fiction literature because it becomes
more science and less fiction. The entire world of technology is changing quickly to
computers and right now robots are substituting ordinary human activities. AI has the
capability of the machine to imitate behavior. This refers to the information systems
stimulated by biological systems and unites with numerous technologies including
machine learning, deep learning, computer apparition, natural language processing
(“NLP”), machine reasoning. AI can be best defined by exploring two elements of
the term, i.e. artificial and intelligence [3].

1 Goswami [1].
The Film Industry Leaps into Artificial Intelligence: Scope … 667

The study talks about the film industry, which has given many onscreen portrayals
spinning around AI for decades. In AI, characters can range from big to small,
anthropomorphic to robotic, and sin to good. It has been the center of attraction
for filmmakers since the era of silent–motion pictures started. Movies are the best
channel to the human imagination. Ever since creativity advancing into the new era
of AI, people were envisioning the potential for far longer. The AI technology has
first shown up and grown in the silver screen 100 years ago [4].
Hence, the study reveals that AI is currently leading the human and gained vision
from the imagination of writers and directors through the decades.

3 Objectives

• To illustrate the filmmaker’s perception of the use of AI in filmmaking which gave

strength to the industry.
• To visualize the growth and expansion of the film industry with the use of AI in
the twenty-first century.

4 Methodology

The study aimed to observe the technologies used in companies competing with AI
platforms to explore the entertainment industry. The methods adopted to achieve the
goals of the study are the content analysis method. The study focuses on the adapta-
tion of AI technologies contributing to the film industry. As the study is qualitative
in nature, it is confined to witness the roles of AI, which consist of observer interac-
tion, virtual reality, augmented reality as well as new 3D printing technologies. Data
collection has been the secondary data that are from various online websites to gather
information about the uses of AI to show patterns, trends, and user preferences. The
study also foresaw that computers have switched to much time-consuming assign-
ments such as the painting of set backdrops. Digital human replicas are often used as
extras and background characters in movies. AI and motion capture technology may
now be rendered in near real time. Plenty of data exist, when it comes down to the
future of AI in financing box office revenues, production costs, and audience demo-
graphics. Similarly, details about the director, screenplay writer, cinematographer,
and several other details are accessible. It is a little surprise that many innovative AI
companies are making their existence in the film industry. The filmmakers will need
to start working harder and producing a lot more content to engage the audience.
668 A. Datta and R. Goswami

5 Significance of the Study

The study says that some major films in recent years were being dramatized and have
projected machine learning and AI as essential topic in Hollywood and Bollywood
such as “Blade Runner” (1982), “Wall-E” (2008), “Her” (2013), “Interstellar” (2014),
“Ex Machina” (2015), and “Avengers: Age of Ultron” (2015).2
AI is used as a powerful tool in the “Avengers: Infinity War” (2018) movie recently.
Additionally, the concept and content of “Robot” (2010) and “2.0” (2018) surge in
the usage of both AI and ML in Indian films. Therefore, films do business with
the technology that involves robots rising to destroy humanity and illustrate the
filmmaker’s perception toward the use of technology that strengthens the storyline
of the film.
The study also opines that some excellent and not so great movies have tried to
imagine the power of AI. Production companies would continue using the technology
for a better understanding of individual watching habits and likings to generate
content that attract the audiences. For example, if one is watching web series, the
next episode will be cached as in Netflix and Amazon Prime, which uses data analytics
to better understand audience preferences (Table 1).
These few companies used AI and played a major role in the entire filmmaking
spectrum in recent years. This technology helps filmmakers to understand what kind
of movies the audience prefers to watch that would enable them to get returns exactly.
Thus, industries are going to be interconnected in that way. Hence, the study reveals
that the film world is slowly implemented AI technologies in script development,
settings, filming and has the power to forecast whether a movie will be a hit or a flop.

6 Conclusions

The study concludes about the future of AI and its perspective with the launch of
virtual reality and 360° video where filmmakers would be offered more choices for
storytelling, creating both short- and long-term contents. Going on the technolog-
ical front, VR or AR will ultimately be accessible to the people and then hopefully
develop the appropriate content for all those platforms. The film industry is devel-
oping into IT-specific and technically advanced. The important aspects of filmmaking
are all moving to the cloud, be it video editing, animation, and VFX. The cloud can
assist solve data densities that come across the making of a film, including real-time
admittance from any global location. The industry continues to transform into 3D and
computer-generated imaging. People would wish to stay at home to watch movies
with growing quality and affordability of 4 K TV, streaming services, and home
theater systems. The film business is facing a surge head with finer stories and giving
closer focus to quality film production. The future of AI and other technologies in
movies are responsible for moral innovation. The Data Analytics and AI technology

2 Heathman [5].
The Film Industry Leaps into Artificial Intelligence: Scope … 669

Table 1 Here are some companies related to films that use AI services in the past years
Film related firms Artificial intelligence services Years
Digital domain American visual effects and digital 2019 and 2018
production companies have recreated
facial expressions for the character
Thanos in “Avenger: Infinity War” and
“Avengers: Endgame”
Animal logic Australian animation and visual effects 2018
digital studio have used cloud-based
render to speed up its animation
workflow in the “Peter Rabbit 2” trailer
20th-Century Fox It has used AI to predict the liking of 2017
the audience in the “Logan” trailer
Infinite Analytics Nucleus (‘IAN’) The company’s AI platform has used 2017
data analytics to pull the audience for
the movie “Shaadi Mein Zaroor Aana”
in India for the first time
ScriptBook To evaluate gender preference by using 2017
deep learning to explore screenplays
and success of film and television such
as in “Wonder Woman” and “Captain
Marvel”
IBM Watson “Morgan”, the world’s first movie 2016
trailer was edited by using AI
Vault ML It helps to predict box office data over 2015
the scripts of 40,000 movies to manage
the risk for filmmakers
Cinelytic Los Angeles-based startup company 2013
licenses historical data about movie
performances and cross-reference it to
match the key talent using machine
learning
Legendary Entertainment In the movie “The Dark Knight” and 2005
“The Hangover”, AI was used to
develop user preferences

have already made their debut in Indian Cinema and are going to play a bigger role
in the future. Bollywood movies are using giant’s AI and speech translation engine
to dub in ten Indian and five global languages with Eros Now linked with Microsoft.
Hence, programmers should emphasize refining AI algorithms and upcoming
software expansion must add in time-conserving procedures to lessen tedious tasks.3

3 Ray [6].
 670 A. Datta and R. Goswami

References

1. S. Goswami, How artificial intelligence is set to rule the filmmaking industry. iLEAD Blog, https://
ilead.net.in/blog/heres-how-artificial-intelligence-is-set-to-rule-the-filmmaking-industry/
2. A.H. Taylor, Legendary entertainment—film making in the age of analytics, https://digitalstrat
egies.tuck.dartmouth.edu/case-study/9432-2/
3. N. Desai, Artificial intelligence and robotics PRINT-1, http://www.nishithdesai.com/fileadmin/
user_upload/pdfs/Research_Papers/Artificial_Intelligence_and_Robotics.pdf
4. A. Maynard, Films from the Future: The Technology and Morality of Sci-fi Movies (Mango
Media, 2018)
5. A. Heathman, IBM Watson creates the first AI-made film trailer—and it’s incredibly creepy,
https://www.wired.co.uk/article/ibm-watson-ai-film-trailer
6. D. Ray, Data science and AI in film production, https://medium.com/rivetai/data-science-and-
ai-in-film-production-8918ea654670

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