Megalopolis Trailer Used AI to Generate Fake Quotes

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As a long-time cinephile and someone who has witnessed the evolution of filmmaking over the decades, I find myself both amused and disheartened by the recent incident involving the trailer for Megalopolis. The use of AI-generated fake reviews to stir up controversy is a tactic that seems more fitting for a B-movie than a production helmed by a renowned director like Francis Ford Coppola.

As a movie buff, I was rather taken aback when I discovered that the scathing criticisms featured in the Megalopolis trailer were actually AI-generated. Just yesterday, there was quite a stir surrounding the release of the latest Megalopolis teaser, which showcased a series of unfavorable reviews for director Francis Ford Coppola’s past masterpieces, such as The Godfather, Apocalypse Now, and Bram Stoker’s Dracula. The intention behind these harsh words was to portray the director as an innovator who consistently stayed ahead of his time. However, it wasn’t long before reports surfaced that these criticisms were fabricated, with many of them not appearing in the actual reviews attributed to their authors. In response, Lionsgate promptly withdrew the Megalopolis trailer and issued a sincere apology.

The narrative has evolved as Variety reports that the unfavorable reviews, initially believed to be genuine criticisms, were actually artificially generated by AI. Lionsgate and marketing consultant Eddie Egan aimed to stir interest in ‘Megalopolis’ after a disappointing response at this year’s Cannes Film Festival by fabricating negative reviews. Unfortunately, real critics’ names were used in the process, leading to an unforgivable mistake. Variety further discovered that an AI service like ChatGPT was utilized to generate these criticisms, with similar quotes found in the trailer. Consequently, Lionsgate has severed ties with Eddie Egan.

Another Mistake For AI

In recent news, Megalopolis serves as the latest topic in discussions concerning the ethical dilemmas surrounding the application of AI in cinema and television. Despite the significant impact made by the 2023 WGA and SAG-AFTRA Strikes aimed at preventing studios from employing generative AI, these entities have found alternative, less apparent means to incorporate it. For instance, Marvel Studios faced a wave of criticism for the AI-generated artwork used in the opening credits of Secret Invasion. Throughout 2024, several productions were accused of utilizing AI-created content, such as Late Night with the Devil, which incorporated AI artwork in its film, and Civil War from A24, whose AI-generated posters attracted controversy for both their use of technology and misleading marketing practices. Moreover, the Netflix documentary film What Jennifer Did was reportedly using AI-generated images of a person.

Using AI for fabricating movie reviews in Megalopolis was surprisingly haphazard. Rather than hiring someone to spend a brief period sifting through the archives for intriguing lines to promote the film, the choice was made to take the quicker path. However, AI isn’t as intelligent as some assume, and it frequently makes straightforward yet expensive errors. Despite this, many studios seem content to gamble on the technology. Netflix CEO Ted Sarandos appears unperturbed by the tech, stating, “Audiences don’t mind if something is AI-generated,” suggesting that artists and viewers may need to persist in their struggle against this issue.

Megalopolis
opens in theaters on September 27, 2024.

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2024-08-24 01:02