Sony Pictures Entertainment CEO Tony Vinciquerra has just announced a major change to the company’s upcoming films and TV shows that has previously stirred controversy amongst viewers and workers in the entertainment industry.
During an investor event on May 30, Vinciquerra claimed that Sony, which has produced popular movies such as "Jumanji" and "The Equalizer," will be heavily investing in ways to produce films and TV shows using artificial intelligence.
Related: Netflix faces backlash after images in true crime film seem manipulated
“We are very focused on AI,” said Vinciquerra during the event. “The biggest problem with making films today is the expense, and we need to find ways to produce films in a more efficient way. We will be looking at ways to use AI to produce both films for theaters and television in a more efficient way, using AI primarily.”
In Sony’s most recent earnings report, it revealed that its operating income for its pictures segment during Fiscal Year 2023 (which ended on March 31, 2024) shrunk by $86 million year-over-year, translating to a 10% decrease. The company claimed in the report that “higher marketing costs in support of a greater number of theatrical releases” was the reason for the decline.
AI worries workers in the entertainment industry
The decision from Sony comes after Hollywood faced monthslong strikes last year from actors and writers who listed AI as a top concern and a main bargaining subject while they were in contract talks with large studio executives.
“Human creators are the foundation of the creative industries and we must ensure that they are respected and paid for their work,” said actors union SAG-AFTRA in a statement on May 17, 2023. “Governments should not create new copyright or other IP exemptions that allow AI developers to exploit creative works, or professional voices and likenesses, without permission or compensation. Trustworthiness and transparency are essential to the success of AI.”
Vinciquerra claims that the agreements it made with the unions last year and the upcoming negotiations with the International Alliance of Theatrical Stage Employees and Teamsters will determine how the company can use AI in its upcoming films and TV shows.
“Actors and writers want to be protected from AI, and we’re right now in the midst of negotiating with the IATSE crew union, and we will be negotiating with the Teamsters union soon both over AI again,” said Vinciquerra during the event.
IATSE, which has crew contracts that expire on July 31, has claimed that AI is a key issue in their negotiation talks due to the possibility of the technology replacing jobs in the industry instead of making them easier for workers.
Related: Warner Bros. reveals just how bad the Hollywood strikes dented its profits
“Those advantages need to take the pressure off our jobs, so we can enjoy our families and live these lives, and not have to work 80-hour weeks,” said IATSE President Matthew Loeb during a rally in March, according to Variety. “If that efficiency comes, it needs to come to us and our jobs. And we will use that to do our jobs better. But we want some of the spoils of artificial intelligence.”
When AI use goes wrong in film and TV
The use of AI in films and TV shows have also stirred controversy amongst viewers. Netflix landed in hot water in April after it was accused of manipulating images in its true crime documentary “What Jennifer Did,” which is about a woman named Jennifer Pan who was convicted of hiring hitmen to kill her parents in 2010.
Social media users accused the company of using AI to manipulate photos of Pan to portray her as a “happy” and “bubbly” person before she planned to have her parents killed.
Disney also faced backlash from viewers over alleged AI use in its 2023 film “Prom Pact” where an eagle-eyed social media user spotted a row of what appears to be AI-generated actors sitting in the bleachers in the opening scene of the movie.
Noticed it's a whole row of AI actors. Yikes!
— Christopher Marc (@_ChristopherM) October 12, 2023
Disney is insane and just more reason why the AMPTP needs to ditch this plan to replace background actors with AI. The uncanny valley will always make your show/film look like hot garbage and age like milk. pic.twitter.com/NpfNbx2X1T
Ironically, Disney’s CEO Bob Iger recently expressed support for the use of AI in films and TV. During a Canva Create event in Los Angeles last month, he claimed that the technology will help the company tell “better stories.”
"Don’t fixate on its ability to be disruptive – fixate on [tech’s] ability to make us better and tell better stories,” said Iger, according to Variety. “Not only better stories, but to reach more people."
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