As a seasoned film critic with decades of experience under my belt, I’ve seen the industry evolve from reel-to-reel to digital, and now, it seems, to artificial intelligence (AI). The Locarno Film Festival’s StepIn event was a fascinating exploration of this brave new world, and as someone who’s watched countless films on both sides of the Atlantic, I can’t help but share my thoughts.
During the closing session of Locarno’s StepIn, Alexandra Lebret from European Producers Club expressed her viewpoint: “The Americans are on their way,” she said, and this could potentially be advantageous.
“They aim to take advantage of reduced expenses and tax advantages offered in Europe. This move is expected to generate funds for the sector, however, it’s important to note that it won’t lead to a salary increase; instead, it might potentially result in lower wages.”
As a devoted cinephile, I’ve come to realize that striking a balance between value and production costs is an ongoing struggle for filmmakers today. Yet, another significant hurdle we often face is managing and collaborating effectively with talented individuals who bring our visions to life on the silver screen.
“They’re growing more elusive and often back out of commitments just days before production starts, making deals with American agents challenging for many independent producers. She humorously suggested we call this discussion ‘A Prayer for the Dying,’ a nod to Mike Hodges’ film.”
“In times of crisis, it’s essential to find solutions rather than being stuck in old, unworkable systems. Why not explore innovative approaches such as AI technologies or collaborative partnerships when producing content? It’s crucial to foster a spirit of collaboration so that everyone benefits and no one is left behind.”
“Lebret expressed his excitement, specifically about cinema, our industry, and developing content,” he said.
After the initial keynote speech from Katie Ellen of HanWay Films, Ada Solomon (microFilm) and Alex Walton from WME Independent, the StepIn event participants were motivated to engage in conversations about the difficulties in financing and producing independent films, the current condition of the traditional theatrical model, gender equality and diversity representation. Lastly, the topic that couldn’t be ignored – AI, was brought up for discussion.
According to Alphapanda’s Nicolò Gallio, it’s impossible to discuss AI without also talking about the issue of “uniformity in content.”
“Hopefully, in the long run, content inflation will be balanced by better creations.”
Instead of likening AI-driven filmmaking to fast fashion, he emphasized the importance of “informed viewers.”
“If our approach is about speeding up and making more, we might be losing sight of the significance in this field. We should decide what we wish to hold onto. Are we at risk of continuously churning out similar films based on successes and algorithm suggestions? How can we prevent an overwhelming wave of repetition?”
It seems that a more effective approach would be to “moderate” the pace of progress, implement stringent antitrust regulations, collaborate with tools and businesses that foster creativity rather than just efficiency. Additionally, advocating for transparent data usage to prevent potential biases and stereotypes in AI-generated content.
According to Helios B. of Trans+ on Screen, “the march for equality is a long march.”
“At every stage, it’s crucial to check that nobody gets left behind in our progress. It’s important to remember that those we support today might not always be the ones who can represent themselves tomorrow, a point emphasized by Helios B regarding the challenges faced by Ukrainian filmmakers.”
In his remarks following the meeting, StepIn & U30 Project Manager Marcello Paolillo observed that despite the participants openly discussing tough challenges they face daily, the atmosphere was remarkably optimistic and brimming with anticipation for what lies ahead.
“I found particularly appealing the shared understanding that human interaction is an essential and indispensable aspect of our field, and it’s what makes films so valuable.”
In the morning hours, Kelsey Farish, an attorney specializing in media and entertainment at Reviewed & Cleared, offered guidance to the audience on overcoming fears and embracing – or at least tolerating – AI. This was presented during her unique and captivating introduction.
“She emphasized that although AI can streamline and speed up various filmmaking tasks, we mustn’t sacrifice creativity for convenience. In truth, the true power of AI is found in its capacity to enhance genuine human creativity, not supplant it. This was her message to EbMaster.”
“The speed at which Artificial Intelligence (AI) is evolving in the movie industry is surpassing many of our existing laws, creating a murky region where debates about copyright, accountability, royalties, and transparency are growing more intricate. Even though new regulations and clarification from governing bodies and courts are being planned, it’s crucial that we start discussing these vital matters now.”
The application of AI for generating fresh content is leading industries to reassess conventional copyright and publicity regulations, as existing rules may no longer be applicable.
“She pondered over a scenario: How much influence does an actor have in altering or re-creating their public image via AI, when the studio possesses the original footage? This question was brought up given Scarlett Johansson’s stance against deepfake technology.”
“Seeing a highly influential movie star struggling against deep fakes created by AI underscores the importance of this issue. In fact, such incidents sparked my interest in focusing on law related to this field. It serves as a powerful reminder that while AI advancements in filmmaking are thrilling, we also need robust legal structures and ethical guidelines for responsible use of the technology.”
As a legal professional, I must admit that addressing such topics can be tough. Yet, I remain optimistic that fruitful discussions, such as the ones we’re engaging in right here in Locarno, could pave the way for more favorable results.
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2024-08-09 10:17