Future Film Fridays 10.25.24
Welcome back to #FutureFilmFridays, where I dive into the latest stories shaping the future of Hollywood, technology, and entertainment. As I was off last week, this week’s installation is SUPER SIZED! I’m talking about new ways AI is shaking up production — think facial expression capture with just a webcam — an intriguing new tool aimed at protecting music from AI mimicry, how indie filmmakers are getting new opportunities for distribution and funding, a thought leader on Big Tech’s Hollywood influence, what some of Hollywood’s top agents and execs are saying about the future of AI in storytelling and a thought-provoking piece from Seth Godin who challenges us to think beyond traditional strategies (in whatever industry you’re in).
Let’s jump aboard, because the future isn’t slowing down.
1. Harmony Cloak: A New Tool to Protect Music from AI 🎶
Meet Harmony Cloak, a new tool that aims to make music “unlearnable” by generative AI. It cleverly encodes overlays that are inaudible to human listeners but render songs indecipherable to AI training models. This could be a game-changer in protecting artists’ rights in a world where generative AI is learning from every note, potentially offering musicians more control over their work. It’s a needed development in balancing creativity with technology, and I wonder how we could render this to apply to other art forms.
2. The First Robot Joins a Symphony 🤖🎻
Speaking of music, imagine sitting in an orchestral scoring session for the next season of LOTR’s Rings of Power (so good!), but alongside your fellow human musicians, there’s a robot playing the cello. This just became a reality with the first robot musician joining the Malmo Symphony in Sweden. It’s easy to think about how this could impact scoring sessions in the film industry. Could we soon see robots contributing to movie soundtracks or performing live at film premieres? And how will audiences react to this blend of human and machine artistry?
3. Runway’s New AI Facial Expression Motion Capture Tool: Act One 😲🎥
Runway has released a groundbreaking new feature called Act One, which uses AI to capture and translate facial expressions directly into digital characters. What makes this tool revolutionary is its ability to deliver motion capture-quality results without needing any specialized equipment — just a standard webcam, plain backdrop and decent lighting (which any actor who self-tapes will tell you is avail on Amazon for $50). This has huge implications for indie filmmakers and creators who may not have the budget for traditional motion capture setups. It also opens up new possibilities for animators and game developers. I have to admit my stomach fell when I saw this demo, the impact it could have on animation professionals could be deeply disruptive.
4. AI Video Generation Breakthroughs: Pyramid Flow & OpenAI’s sCM 📽️
There’s been a lot of buzz this week in the AI video generation space, with new tools like Pyraid Flow, an open-source software for high-res video generation, and OpenAI’s sCM, a new model that creates video content 50 times faster than traditional diffusion models. If these technologies deliver on their promises, we could see faster turnaround times in video production, enabling indie filmmakers to create polished content at a fraction of the cost. Combine that with Topaz Labs’ new video and image upscaler, the AI video arms race is not slowing down. 👉Pyramid Flow AI 👉 OpenAI’s sCM Model 👉 Topaz Labs Upscaler
5. Spyglass Newsletter by M.G. Siegler: Tech Pulls Back from Theaters 🔍
M.G. Siegler’s newsletter Spyglass (not to be confused with Rober Birnbaum’s Spyglass ent) is a new find for me (h/t Scott Belsky). One of his recent pieces examines how tech giants are shifting the production, distribution, and release strategies of Hollywood films — and notably, how some are retreating from the movie theater space. As the lines blur between traditional Hollywood studios and tech companies, Siegler’s analysis offers insights into how storytelling is changing with the rise of on-demand content and where the disconnect between the entrenched powers that be (agents and producers) and Big Tech is.
6. Tribeca Film Fest’s Unique Streaming Deal 📽️
Tribeca just announced streaming partnerships with Kanopy and Kinema, opening new revenue opportunities for filmmakers and a unique way to reach audiences. Tribeca has been an innovative leader in the festival space, showcasing early VR content and most recently having hosted an OpenAI slate of shorts earlier this year. This could be a win-win for indie filmmakers looking to bypass traditional distribution methods and get their work directly to niche audiences. It’s another reminder that the future of distribution is being written (or generated) in real-time.
👉 Read more at The Hollywood Reporter
7. AI’s Limits in Storytelling: An Essay in The Conversation 🧠
I really enjoyed this essay that explores whether AI can truly generate stories that resonate. Sure, AI can write a “good” story — but is it compelling? The essay breaks down four key elements that make storytelling engaging: good writing, believability, creativity, and lived experience. While AI can handle the first two, it struggles with creativity and lived experience, which are vital for crafting stories that truly transport us. It’s a reminder that while AI tools can assist, they still have a long way to go before they can replace human storytellers. (But that doesn’t mean never).
👉 Read more at The Conversation
8. C-Suite Speaks: WME & Netflix on the Future of AI 💼
Another week and more insights from industry heads on AI’s role in the industry. WME Head of Digital Strategy, Chris Jacquemin, gave TheWrap an exclusive overview of WME’s AI strategy and how it differs from CAA’s.I found it to be a holistic approach — both protective of its clients, assets, and IP, yet expansive in its vision for the future, recognizing the exponential growth of technology and the importance of strategic partnerships. His comments underlie how agencies need to prepare for a future where AI could redefine everything from deal-making to talent management.
I wasn’t going to include the Ted Sarandos piece as his comments at the WSJ event seemed fairly boilerplate but a section caught my attention where he shared his thoughts on how, despite the rise of AI, Netflix won’t be diving into user-generated content like TikTok or YouTube. He drew a line between “killing time” and “spending time,”. Those are fighting words! His full comments (plus the economics behind the sentiment) make it worth the read.
👉 WME AI Strategy. 👉 Read more on Sarandos
9. UK’s Climate Spring: A Breath of Fresh Air in Eco-Storytelling 🌿
This week’s climate-themed entry is all about the exciting work coming out of the UK’s Climate Spring, a climate-impact focused production company. They just announced the development of six original screenplays, each exploring stories of climate transition. With Hollywood still hesitant about tackling climate themes, it’s encouraging to see this kind of leadership from across the pond. For any producers or execs reading, here are six projects ready to be brought to life — and yes, I’m available to direct ;)
10. Seth Godin on Avoiding Strategy Myopia 🚀
Not geared to a Hollywood audience but I would be remiss not to include: In Harvard Business Review, Seth Godin tackles “strategy myopia,” a trap that many companies fall into by focusing too narrowly on immediate gains. Godin’s advice feels incredibly relevant for Hollywood as it grapples with new tech disruptions like AI and shifting audience behaviors. Are studios looking far enough into the future, or are they stuck in the present? His perspective encourages the industry to think beyond the next box office hit and consider how storytelling and technology will evolve together. We ALL need to be futurists in this epoch of exponential change.
And that’s it for this week. If there’s one takeaway, it’s that the entertainment industry has officially crossed the Rubicon. The industry we all knew is behind us, on a distant shore. Whether it’s AI reshaping how films get made or festivals rethinking distribution, the choices we make now will set the course for the future. Let’s not just keep up with the changes — let’s shape them.
The future is moving fast. See you there. 🎬
