AI is truly the future and Warner Bros. is the latest company to join the bandwagon. The company has decided to not leave the future of its movie-selection decisions on its creatives (which was quite a gamble) and has rather opted to use an artificial intelligence system to analyze movies with potential and thus put them into development.
Apparently, the system can predict in seconds a film’s package evaluation or a star’s worth – which previously used to take days to do by humans. The company which will undertake this task on behalf of Warner Bros. is Cinelytic, an LA startup.
Cinelytics was founded by Tobias Queisser in 2013 and in 2018 raised $2.25 million from T&B Media Global. It went on to sign deals with several companies like Ingenious Media, Productivity Media, and STX.
The move comes after a string of box office failures like Godzilla: King of the Monsters, The Lego Movie 2, The Kitchen, The Goldfinch, Motherless Brooklyn for Warner Bros., even though it had some of the biggest hits in its bag as well like, Joker ($1 billion in global ticket sales) and It: Chapter Two (47.21 crores USD box office collections). However, even huge hits like these were unable to wipe the ledger of all the red.
The deal gives Warner Bros. the right to leverage the system’s comprehensive data and predictive analytics to help out in decision making at the greenlight stage. Furthermore, the platform can predict the value of a star in a territory or how much a film can make in theatres and in other platforms. Although it does not guarantee a hit movie, it instead calculates better parameters for packaging, marketing and distribution decisions, like when to release a movie.
Hollywood, unlike Silicon Valley, has been quite uninterested in taking the help of artificial intelligence for menial tasks. However, Queisser remarks that although AI is great for breaking down huge data sets and crunching numbers, it is, as of now, not equipped to make creative decisions. It can, no doubt, show patterns that are not visible to humans, but creative decisions still require experience and gut instinct.