ROUND TABLE
POST
emotion and creative look and taking the viewer on an emotional journey through the use of light and colour.
MCCUE: Let me play it back in quite a different way. I think we’re getting into the debate on something that’s cost a lot of money to make and trying to devalue something that has a low cost within the value process; that isn’t going to draw attention. So, let’s say that within the $300 million movie, they spend a million dollars grading it. You’re not going to AI that out. There is limited value in trying to pool these processes out.
Let me talk about the other end of the market. Say, I’ve got rights to the Premier League, I’ve got rights to all the different levels of the EFL, Scottish football and women’s football. And I want to super-serve clips to all my viewers. I want to make this value-added application where every time your team, or a team you’re following, scores, you would get zapped on the phone. Can I afford to have an editor sitting in the suite watching one match, clipping and publishing based on that level of personalisation? No, I can’t afford to do that. Can an AI engine do that for me and also publish that to the customer? The ability to deliver hyper- personalisation makes 100% sense and it has commercial value.
Are films and TV shows going to be completely produced within a games engine?
SIENCZAK: It’s a tool in the kit box to make the previews better. It is getting increasingly easy to produce films entirely based on vfx. But I don’t think there’s any interest from people paying to watch a film with say, Tom Cruise, to see him being animated. People go to the cinema to see Tom Cruise act.
to adapt or die as they always have. And we’ve got to be willing to cannibalise our own markets, because that’s part of the process of development. It would be idiotic to believe AI won’t have an impact on the business and it already is having an impact in many ways.
LUCKWELL: It’s not going to have an immediate impact on post production. You might want to storyboard a film so that you can test run it in front of an audience. Let’s say it’s going to cost the studio a million dollars, and they can write that off as an investment. That’s not going to have any impact on the post market. You’re still going to spend the $300 million on the movie.
production has always been a technology driven business and that won’t change. Companies will continue to adapt or die.”
ZEB CHADFIELD THE FINISH LINE
“Film and television
The market and services provided right now are different from what they were five years back and different again from five years before. All that we have seen happen is content production accelerating and more space opening for different niches. That will continue and I believe all the facilities that have an eye on the tech and the capacity to invest in it will evolve to utilise it. Or vanish.
CHADFIELD: Film and television production has always been a technology driven business and that won’t change. Companies will continue
MITCHELL: There’s nothing wrong with any of the changes we’re experiencing now and the development of new things that haven’t existed before. As an industry, we have always adapted. The only problem is that if people don’t embrace those changes, they can only fall behind.
My Policeman, Cinelab Spring 2023
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