AI in filmmaking: How AI algorithms inform box office trends, film production and talent casting

Bollywood is undergoing a surge of innovation driven by AI-powered technologies. From production and editing to precision-targeted promotions, the film industry is becoming more competitive with the innovative use of AI, reveal film experts.

Expanding the frontiers of visual storytelling, AI's dramatic impact on Bollywood is evident in recent films like Brahmastra, Mardaani 2 and Jawan which showcase advanced AI-driven effects and narratives. On April 4, Sam Bhattacharjee released India's first AI-based film, 'IRAH', starring Rohit Bose Roy and Karishma Kotak, marking a significant milestone in the industry.

New-age filmmakers are inevitably calibrating according to a rapidly evolving global industry. To unravel the impact of AI on filmmaking, Midday.com racked the brains of experts from MAAC and K J Somaiya University, who take us through AI's deep and intricate impact on filmmaking.

AI algorithms inform box office trends and film promo strategies
AI algorithms play a crucial role in the filmmaking and broadcast industry, informs Dr Grishma Sharma Assistant Professor, KJSCE - Somaiya Vidyavihar University.
For instance, AI analyses data from social media, streaming platforms and box office records to identify patterns and audience preferences, aiding content creation and marketing strategies. A notable example of this is the film ‘War,' which utilised AI to gauge audience reactions and refine its promotional efforts, leading to its success.

Filmmakers also use predictive analytics to decipher historical data and trends, helping producers make informed investment decisions, predict box office results and allocate resources efficiently. Additionally, AI algorithms personalise content recommendations by analysing user behaviour, such as viewing history and ratings, enhancing viewer satisfaction on platforms like Netflix, Amazon Prime, Zee, etc. Moreover, AI optimises marketing campaigns by analysing demographics, engagement metrics and real-time feedback, ensuring the maximum impact of marketing budgets.

Role of Computer-Generated Imagery (CGI) in visual effects and storytelling
Abir Aich, Executive Vice President, New Technologies, Arena Animation, MAAC stresses that AI-powered CGI plays a crucial role in crafting realistic characters and immersive worlds, as seen in blockbusters like Baahubali and RRR. By automating labour-intensive VFX tasks, AI not only enhances visual fidelity but also streamlines production timelines and cuts costs. Drawing inspiration from Hollywood triumphs like Avatar: The Way of Water and other notable Marvel VFX movies, Bollywood is increasingly using artificial intelligence to create photorealistic characters, creatures and locations, setting new standards for visual storytelling.

Deepfake tech allows filmmakers to de-age actors or create digital doubles for complex stunt sequences, akin to Hollywood's "Indiana Jones and the Dial of Destiny": AI was utilised to de-age Harrison Ford and create flashback scenes with a younger version of his legendary role. In Bollywood, this technology could seamlessly integrate younger versions of actors into flashback scenes, ensuring continuity without requiring multiple performers.

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Use of AI from pre-production to post-production
In contemporary times tools like ChatGPT and Jasper AI have become creative partners, helping writers brainstorm ideas, draft scripts and fine-tune dialogues, outlines Aich.

Large production organisations are using AI into their creative processes to speed up scriptwriting, tailor content and reduce costs. Platforms such as Midjourney and Leonardo AI, Adobe Firefly make storyboarding a breeze by generating quick visual drafts and detailed boards, allowing filmmakers to visualise scenes early and make data-driven adjustments based on past successes and social trends.

AI has revolutionised production design as well. Camera movements and lighting setups are now automated, ensuring consistent quality, even in the most adverse shooting conditions. "We've never had such advanced technology to refine the final results--real-time 3D engines like Unreal and AI-powered motion capture tools like Rokoko and Move AI, which are used to create realistic virtual environments and hyper-realistic character animations, seamlessly integrating live-action and CGI and allowing for real-time scene adjustments," explains Aich.

Impact on video editing and sound design
Colour correction, clip arrangement and complex VFX processes like rotoscoping and CGI integration are the result of innovations in VFX technology. These changes have also facilitated the development of storytelling strategies and the expansion of the parameters for VFX content. Sound design is also crucial to evoking numerous emotions.

AI-powered enhancements like noise reduction, dialogue synchronisation and sound effect generation are becoming more automated. Furthermore, AI systems make films more accessible by allowing for multilingual subtitles and dubbing, reaching a larger audience.

AI streamlines production management tasks
Sharma lays out how AI is being leveraged to plan production management in the filmmaking industry. These AI applications enhance efficiency and cost-effectiveness in production management.

Scheduling: AI algorithms analyse script details, availability of cast and crew and location logistics to create optimal shooting schedules, reducing conflicts and delays.
Budgeting: Machine learning models predict costs based on historical data and current market rates, helping producers create accurate budgets and identify potential cost overruns.
Resource allocation: AI tools allocate resources efficiently by analysing requirements and availability, ensuring optimal use of equipment, personnel and locations.

Role of AI in scriptwriting, storyboarding and character development
Whether it is generating and refining scripts, providing creative suggestions, drafting scenes and creating dialogues based on prompts; AI can do it all for you in seconds with the right prompts. This accelerates the writing process and offers diverse narrative options to choose for, for screenwriting, informs Aich.

However, a strong script or screenplay won't mean anything if it can't be storyboarded effectively. AI applications such as Midjourney, Leonardo AI, Runway ML and Stable Diffusion can enable filmmakers to quickly produce detailed and precise storyboards, helping them to visualise scenes effectively and ensuring the director's vision is clearly communicated to the production team.

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AI on talent discovery and casting
Sharma shares how AI is revolutionising talent discovery and casting in Mumbai's film industry:

Enhanced search: Analysing vast databases to find actors fitting specific roles based on attributes like appearance and skills.
Behavioural analysis: Assessing an actor's popularity and influence through social media and online presence.
Performance prediction: Predicting an actor's performance potential based on past work or simulations and reducing bias in casting decisions by focusing on objective criteria.

Potential ethical concerns associated with the use of AI in filmmaking
The integration of AI in filmmaking introduces several ethical concerns also, informs Sharma. Automation poses a threat to job opportunities for scriptwriters and editors, as AI can now generate scripts and perform editing tasks, potentially displacing these professionals. The authenticity of performances is also at risk, with AI-generated actors and deep fakes blurring the line between real and synthetic, raising questions about the nature of genuine artistry.

Privacy issues emerge as AI systems train on vast data sets, often without explicit consent, potentially infringing on individuals' privacy. Additionally, AI algorithms may perpetuate existing biases, affecting fair representation in films and reinforcing stereotypes, thus undermining efforts for diversity and inclusion. Intellectual property rights become more complex with AI-generated content, complicating copyright and ownership disputes.

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