Netflix CEO Ted Sarandos Says Audiences ‘Don’t Care’ if Content Is AI-Generated

by

As a long-time film enthusiast and industry observer, I’ve witnessed the evolution of technology in storytelling with great curiosity and excitement. From the limitations of practical effects to the boundless possibilities brought about by computer-generated imagery (CGI), each technological advancement has expanded the creative horizons for filmmakers. However, as we stand on the precipice of an era marked by the rise of artificial intelligence (AI) in media production, there’s a palpable sense of unease and uncertainty.

The debate about the role of AI in media has been intense for some time. Recently, Netflix CEO Ted Sarandos joined the conversation, expressing his view that audiences don’t care if a media product is AI-generated or not, as long as it delivers a compelling story. Controversy surrounds the use of AI in films, with critics within the industry and observant viewers raising concerns. Notably, AI has been employed to revive classic franchises like “Jaws,” and enhance more recent productions such as “Late Night With the Devil” and “Furiosa: A Mad Max Saga.”

During a recent earnings discussion for Netflix (as reported by Deadline), Sarandos expressed his views on artificial intelligence. He noted that he sees AI as a potential addition to a filmmaker’s toolkit, making it just another resource to aid in the creative process.

In my opinion, AI will provide creators with an impressive collection of innovative tools, enabling them to craft more compelling narratives.

Sarandos further expressed that what truly matters to the audience is an engaging plot and strong actor interactions, regardless of whether AI was involved in creating the background of a movie. In his perspective, it’s the storyline and unexpected turns that make a film exceptional.

Based on my years of experience working in the film industry, I strongly believe that the true magic of a movie lies in its storytelling, the emotional connection we form with the characters and their journeys. It’s not just about the beautiful writing or the chemistry between the actors; it goes deeper than that. The unexpected plot twists and turns are what keep us on the edge of our seats, immersed in the story.

Ted Sarandos Points to CGI as an Example of How Movies Got Better Thanks to Technology

In the past, a filmmaker’s creativity was restricted by the capabilities of practical effects. Consequently, movies had certain limitations, and filmmakers had to innovate to bring their ideas to fruition, such as in “Star Wars.” The advent of Computer-Generated Imagery (CGI) expanded the boundaries of what was possible, making even the impossible a reality. This revolution brought us films like “Jurassic Park” with its lifelike dinosaurs and Pixar’s groundbreaking “Toy Story,” the first feature-length film created entirely on a computer. Released in 1995, “Toy Story” earned an impressive $394 million at the box office and paved the way for a lucrative industry.

During the call, Sarandos was excited to emphasize the similarity between the current AI advancement and the rise of Computer-Generated Imagery (CGI), explaining how this innovative technology significantly enhances film production while generating numerous employment opportunities.

Reflecting on the last century of entertainment as a passionate gamer, I’ve noticed an intriguing pattern: technology and high-quality content have always gone hand in hand. Animation is a perfect example – it didn’t become more affordable; instead, it improved dramatically with the shift from hand-drawn to CGI animation. Today, there are more animation professionals than ever before. Consequently, I’m confident that focusing on enhancing content by just 10% rather than cutting costs by 50% will lead to a thriving and prosperous business in this industry.

In contrast to CGI bringing employment opportunities, there’s a growing concern within Hollywood that AI could result in job losses. Actors and screenwriters might be replaced by AI-generated scripts and characters, potentially causing the industry to decline. This apprehension was reflected in the WGA/SAG-AFTRA strikes of 2023, which temporarily halted the advancement of AI. However, some industry veterans like George Lucas believe that despite resistance, it’s essential for people to adapt to this technology as it is becoming increasingly prevalent.

Read More

2024-07-19 19:31