The rapid advancement in AI technology has created a lot of panic in the world of art, triggering fears of job loss. Many Hollywood artists and industry figures have expressed worry about the risks associated with this new technology.
Some actors like Matthew McConaughey have said that it was only a matter of time before AI reshaped the Hollywood industry and called for artists to adapt with the changing times.
Streaming giant Netflix are going ahead to buy renowned actor Ben Affleck’s AI-based filmmaking startup, InterPositive. The recent development gains prominence when seen in context with Ben Affleck’s past comments about AI making inroads into filmmaking. So, let’s unwrap the entire fiasco, with certain social media users calling Affleck’s venture into AI-driven filmmaking hypocritical.
Ben Affleck’s new startup to aid artists in the filmmaking process, not replace them, says Netflix’s CCO
The deal struck between Netflix and the Hollywood actor involves the buyout of a 16-person team of engineers, researchers, and creatives at the Gone Girl star’s firm. Furthermore, Affleck will serve as a senior advisor to Netflix on how filmmakers could use the AI toolkit in the future.
InterPositive is an “artist-first” post-production tool that relies on artificial intelligence. It was started in 2022 with the aim of making post-production work simpler and quicker by enhancing raw footage from ongoing productions.
Reuters reported that the AI system is designed to assist filmmakers in post-production by analyzing footage and helping resolve issues such as lighting inconsistencies, missing coverage, continuity gaps, and color correction.
However, one thing that the tool can’t do is produce content through text prompts. In other words, AI is not going to build a film from the ground up. Filmmakers will still retain creative control, while the technology helps make the movie-making process easier by shifting more laborious and technical tasks to AI.
“I wanted to build a workflow that captures what happens on a set,” Ben Affleck said in an announcement released by Netflix.
“Ben and his team at InterPositive are part of a long tradition in our industry of artists leading the way in how innovation is used in storytelling. Their work is about giving filmmakers more choices, more control and more protection for their vision….We believe new tools should expand creative freedom, not constrain it or replace the work of writers, directors, actors, and crews,” the Netflix statement, quoting Bela Bajaria, Netflix Chief Content Officer, further read.
However, the Academy Award winner’s new venture stands in contrast to some of his past comments expressing concern about the effects of AI on the Hollywood film industry. Social media users were quick to pick up on the contrast and had a field day reacting to it.
Read more: Matthew McConaughey Warns AI Is Replacing Creatives and Nobody Can Stop It
The backlash to Ben Affleck’s new startup
One X user pointed out Affleck’s alleged hypocrisy by pulling out a video where the veteran Hollywood star was on camera saying that he was “scared of AI” while building an AI filmmaking startup quietly in the background.
Meanwhile, the recent developments prompted one X user to suggest Affleck was playing “4-D chess” to stay on top of the game.
Here are some other tweets pointing out Affleck’s double standards.
Nonetheless, Affleck’s recent move marks a new milestone for the film industry. It remains to be seen what further developments spurred by AI are implemented in the movie business.
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