Sora launches an attack on Hollywood

2024-04-16

According to a recent report on the Los Angeles Times website, OpenAI is in close contact with Hollywood entertainment industry professionals, including senior agents and executives from film studios, to promote its latest text to video technology, Sora. For the "intruder" of AI, the entertainment industry is filled with joy and sorrow. Some people actively embrace the arrival of AI and work closely with it; But there are also people who are wary and worried that AI will ruin their jobs. Is AI an enemy or a friend? Are Hollywood ready? The use of AI technology in the entertainment industry is not new. For example, a movie released by Lionsgate Pictures uses AI software to incorporate modified conversations into the movie without the need to re shoot the scene. Spotify, a streaming music service platform, is using AI driven voice translation software to translate podcast content into different languages using the speaker's voice. Some AI companies have also started collaborating with artists. As the metaverse platform company announced in September last year, it will collaborate with celebrities to create new AI driven characters and chat with users. Artificial intelligence voice company Hooky has also teamed up with singer Lauv to translate his new single into a Korean version, where Lauv is responsible for providing original vocals from different vocal ranges. CAA, a brokerage firm headquartered in Century City, launched Vault last year. This tool will scan the customer's body, record their movements and sounds, to create a digital version of the customer. Alexander Shannon, Director of Strategic Development at CAA, stated that the potential benefit of AI is to improve work efficiency and create more business opportunities for artists and performers. But the threat caused by the "uninvited guest" of AI has also become one of the trigger points for Hollywood strikes. Last July, the Screen Actors Guild of America and the Radio and Television Artists Union, representing 160000 performers, announced a strike. Besides salary conflicts, AI may also replace actors and screenwriters as an important reason. Sora has stirred up another wave. In February of this year, OpenAI launched Sora, sparking more debate about how these innovations will disrupt entertainment industry production. Compared to previous AI video generators, Sora can generate video content that lasts up to one minute based on prompt words, while maintaining visual quality and consistency. The videos it generates are more realistic, as if they are an extension of the real world. This breakthrough technology has caused unease in Hollywood as it may alter traditional film production processes and even make some job positions redundant. American entertainment tycoon Taylor Perry recently pointed out that after witnessing Sora's abilities, he will postpone the originally planned $800 million expansion of his Atlanta studio. He is concerned that actors, field workers, electricians, traffic coordinators, sound engineers, and editors in the entertainment industry will be affected, and Sora will touch every corner of the industry. Aubrey Mintz, interim executive director of the Hollywood branch of the International Animation Film Association, also stated that the animation industry is quite uneasy about Sora because it may make some industry characters such as concept art and storyboard production redundant. Sora is currently not open to the public, but OpenAI has authorized some creators to use this technology. director

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