“Top Gun” producer Jerry Bruckheimer sees the overall benefits of artificial intelligence.
“Anything that makes our lives easier and doesn't take work away from the people we work with every day is good for everyone. It gives them a better movie experience. We can make things look more real and stuff like that,” said. FoxNewsDigital.
However, he does not believe that technology will eliminate important jobs in the industry.
“We're certainly not going to replace the actors. You're never going to replace the key crew members that we work with. (They) will always be there,” the “Bad Boys” producer said.
Jerry Bruckheimer told Fox News Digital that he sees the benefits of AI: “Anything that makes our lives easier and doesn't take away jobs from the people we work with every day is good for everyone.” (Kate Green/Getty Images for Walt Disney Studios Motion Pictures UK)
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Bruckheimer's comments came after a report from The Hollywood Reporter that many in the industry are quietly using AI behind the scenes.
David Stripinis, a visual effects professional who has worked on films such as “Avatar,” “Man of Steel” and several Marvel titles, told the outlet: “There are tons of people who use AI, but they can't admit it publicly because” “You still need artists for a lot of work and they're going to turn against you right now, it's a PR problem more than a technology problem.”
Artificial intelligence expert Marva Bailer told Fox News that digital artificial intelligence will continue to be part of the filmmaking and marketing process, and studios will have to find the best way to inform their audiences about how it is used.
“Studios are public companies and they look for deep relationships with clients. And their clients are now very tech-savvy and looking for this high level of transparency,” Bailer said. “They want to know the imagination, but they also want reality. And clients demand this reality.
“And there will be a really fine balance between how and when to engage customers. We're seeing some really great examples of how companies are being super transparent with AI, and doing activations and using brand marketing to get customers engaged. using AI with activation. And so when you do those types of campaigns, it's a little hard to argue because they're part of that process now.”
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However, two films have recently faced backlash for their use of AI.
A24's “Civil War” came under fire online for its apparently AI-generated promotional images shared on the film's social media pages. The photographs showed scenes that do not appear in the film and also had certain details common in AI-generated images, such as inaccurately depicting a landmark (in one image, Chicago's Marina Towers on opposite sides of the river) or showing a car with three doors in one. side.
Fox News Digital contacted A24 for comment when the footage was first published, but the studio did not respond.
The horror film “Late Night with the Devil” also used a handful of AI-generated cutout graphics for the film's fictional talk show, which writers and directors Colin and Cameron Cairnes defended after some viewers threatened to boycott.
Kirsten Dunst starred in “Civil War,” which faced criticism for its alleged use of AI images in its online marketing. (Amy Sussman/WireImage)
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In a statement to Variety, they said: “Along with our incredible production design and graphics team, all of whom worked tirelessly to give this film the '70s aesthetic we'd always imagined, we experimented with AI for three stills we edited. . more and finally appear as very brief interstitials in the film.
“We feel incredibly lucky to have had such a talented and passionate cast, crew and production team who went above and beyond to help bring this film to life. We can't wait for everyone to see it for themselves this weekend. of week”.
While there was negative reaction online, Bailer noted: “Most viewers don't know what AI was used for. So we're thinking about interesting, engaging, imaginative ideas, but it's actually been used for some of the really basic things.” and really annoying habits that we have as humans,” like correcting eye movements.
AI has been used in recent releases such as “Dune: Part Two” for Fremen characters, who have distinct glowing blue eyes.
Javier Bardem played a member of the Fremen, who have distinctly glowing blue eyes, in “Dune: Part Two.” The film's visual effects supervisor revealed in production notes that the production used an artificial intelligence model to speed up the process of digitally altering the actors' eye color. (Niko Tavernise/2023 Warner Bros. Entertainment)
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In the film's official production notes, visual effects supervisor Paul Lambert explained that they created “a machine learning model, an algorithm trained from those 'Dune' shots to find human eyes in an image, which then It would give us a matte for the different parts of the eye.
“We then used this multi-part matte to tint the eyes blue. Some worked better than others. Those others we did by hand. We actually came full circle sometimes, as we had to remove some of the blue eyes that were generated . in non-Freman characters.”
In “Furiosa: A Mad Max Saga,” AI was used to combine the traits of its star, Anya Taylor-Joy, with those of Alyla Browne, who plays Furiosa as a child, which Taylor-Joy openly explained during an appearance on “The Kelly Clarkson Show.”
“[Director] George Miller had the idea from the beginning. The public was already getting used to a new Furiosa [Charlize Theron in ‘Fury Road’]. He wanted the transition of both actors. [Browne and Taylor-Joy] playing with her to make her perfect. And so I did two days of the craziest things you can imagine. And they mixed up our faces,” Taylor-Joy said.
He added that at the beginning of the film, about 35% of his face appears on Browne's, and when he is about to take on the role in the story, it is about 80%.
Anya Taylor-Joy said “Furiosa: A Mad Max Saga” director George Miller was on board with using AI to blend her face with that of child actress Alyla Browne for a smoother transition between the actors in the film. paper. (Marc Piasecki/FilmMagic)
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Taylor-Joy acknowledged concerns many have about AI replacing not only actors and writers, but behind-the-scenes artists as well.
“There's a reason our industry went on strike,” he said. “It's a scary thing. And I think if you're going to use it, you have to be honest about it and it always has to be consensual. What's scary is the lack of consent in anything in life.” “.
AI was a major sticking point in negotiations last year during the strikes, and some protections have been put in place for actors and writers.
And while some may still worry about being replaced, Bailer, like Bruckheimer, sees a positive.
“We're not going to completely replace everything, but it's really about unlocking that imagination and iteration… But to have that starting point. That's where AI really helps. And people who have a creative mindset are going to have to lean on in that because it's a new era and it gives them the opportunity to do work that maybe they never would have imagined,” Bailer said.
