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Warner Bros. Makes Deal to Predict Film Success With AI

Warner Bros. Adopting New AI Technology

It’s often tricky to figure out what makes a movie good. Is it having an amazing look? Good dialogue? Expensive personnel?

Plenty of movies have been successful or popular without any of those things. But now, Warner Bros. is trying to turn the business of making successful films on its head by making a deal with Cinelytic, an LA startup with Artificial Intelligence (AI) tools “to guide decision-making at the greenlight stage. ” 

If you’re already worried that AI is going to ruin movies relax. Cinelytic’s AI can only unpack a film, not write or direct one (although AI can edit a film).

“Artificial intelligence sounds scary. But right now, an AI cannot make any creative decisions,” Tobias Queisser, Cinelytic CEO, told THR. “What it is good at is crunching numbers and breaking down huge data sets and showing patterns that would not be visible to humans. But for creative decision-making, you still need experience and gut instinct.”

According to Andrea Scarso, a Cinelytic customer, the AI really opens them up to “a conversation about different approaches,” to developing a film. Scarso has noticed that just a little input from the AI can have a  “massive impact on the commercial performance.”

Users can punch in various data sets like aviators involved, budget, genre, and director. By FaceTiming in all of this, the AI can tell you whether older women would like a rom-com directed by Quentin Tarentinio more than they would like a Micheal Bay flick. Still, this bit of AI is very limited to being a complimentary tool. It can’t do the work of a human at a higher level. When you think about it, all the AI knows is that Micheal Bay movies usually turn a profit with x budget but Tarantino may be able to make a cheaper movie that won’t be as good unless the change the genre. Still, Warner Bros is really exited about the potential behind using Cinelytic. 

“We make tough decisions every day that affect what — and how — we produce and deliver films to theaters around the world, and the more precise our data is, the better we will be able to engage our audiences,” said Tonis Kiis, the senior vice president of distribution at Warner Bros.

If you are a student or emerging professional in the arts, have you figured out how the future of work and your career are going to be impacted by artificial intelligence technologies.

*Article by Raz Robinson, journalist and freelance writer, based in New York City. Connect with him on LinkedIn, follow him on Twitter @razrobinson or send an email to Rrob0904 (at) gmail (dot) com.

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