This is one of the moments we discussed over the past year.
The fate of Hollywood is being sealed. We are seeing an industry completely disrupted and the arrogance persists. This is not without merit throughout history. They say history rhymes and this is certainly the case here.
Before getting into where things are going, let's explain what is happening.
Toys R Us Makes AI video
The company made a promotional videos to tout their history. Personally, I thought they have closed up completely but I guess they are still around.
Here is the video that was done using Sora.
@taskmaster4450le/re-leothreads-33msgzcbc
This is a short promotional video meant to get people to click through to the website.
Obviously, it is not perfect with some imperfections. This shows the state of the technology, something that many are getting hung up on.
Anyone who thinks this is a hang up, I have some news: this is the worst that it will ever be. We know the next update of the software will be better.
It was created through nothing more than text prompts. Of course, we have to mention that Sora is not yet released to the general public so this is being done while in beta testing.
The reason why the company went this direction is simple:
"Through Sora, we were able to tell this incredible story with remarkable speed and efficiency,” Nik Kleverov, Chief Creative Officer at Native Foreign, said in the release.
According to the announcement, the team was able to “bring a concept to reality in just a few weeks, condensing hundreds of iterative shots down to a couple dozen.” There was still need to edit the output with with some corrective visual effects work, however. For music for the short film, an original music score was commissioned from Aaron Marsh of the indie rock band Copeland.
It was a time, and money, saver.
An Industry Changing
Is the technology ready for commercial use?
That is up to debate. At this moment, more training is required.
Here is what was pointed out:
“Interesting times ahead from here,” tweeted Allen T., a self-described AI videomaker, who pointed out that the Toys‘R’Us film exhibited problems in depicting details like hands and keeping a character's appearance consistent from scene to scene.
All are valid points.
The key here is that we are dealing with something that does not have a high bar. With a bit of improvement, such as addressing the issues mentioned, and we would see something that is sufficient for this purpose.
This is nothing but a promotional video. It does not have to be of the highest quality. Few are looking for something that is perfect. For most, as long as the glaring defects are removed, it would be effective to post on social media to tRY and drive traffic.
Of course, there is fallout from this.
When putting together these types of works, professionals are usually hired. Why was the case? To be honest, there was never any option. now, there could be alternatives.
Here is what keeps getting overlooked in the entire Hollywood discussion. Social video has created a level where "sufficient" is the barometer sought. This is not upper end videos.
The Reaction And Fallout
This is naturally going to affect jobs.
If this becomes the norm, which it will, actors will be put out of work. There is no need to hire anyone for social video unless it is after the name recognition (of the celebrity). This will likely include a host of other video creation jobs that will get bypassed.
The reaction from those in the industry was predictable:
“Shame on Toys‘R’Us for contributing to this madness and also for making such a shitty-looking commercial,” tweeted Luke Barnett, an American actor, writer, and producer.
Noting the financial troubles of Toys‘R’Us company, actor Elias Toufexis wrote, “I’m glad Toys R Us went out of business. They should have stayed out.”
Author and podcaster Theo Priestley called the ad an “abomination.”
“They're clearly too cheap to use real creators and child actors,” he tweeted. “Makes a strong statement in itself about their own lack of imagination and shits given about their core audience.”
These people better get use to it. They are done.
We have noted how most Hollywood writers have struggled since the end of the strike. The actors are likely going to follow a similar path.
There is a lesson from writers.
Per the contract that was struck, those who are employed are making more money. In fact, they are making significantly more. However, the ones getting the jobs are the top writers, the ones with the track record for success.
The rest are stuck waiting tables or doing delivering pizzas.
We are going to see the same thing happen with actors. People like Liam Neeson and Julia Roberts will have no problems. The others, not so much.
Naturally, they cite the quality of the video ignoring the fact this is as bad as it gets. The technology will only improve from here.
Working Up The Scale
The implications are clear.
We are see the early stages at the bottom of the ladder. It will start to work its way up over time.
Here is where the disruption occurs. It starts on the fringes and then expands. We are seeing this play out in real time. Toys R Us is the first I heard utilizing this in such as manner. It will be far from the last.
Ashton Kutcher makes waves when he talked about the impact of the technology and how it was inevitable. Of course, he was taunted and attacked for his views.
The problem is the arrogance that people have. Many feel they cannot be replaced by a machine. This is true, right up to the point where they are replaced.
One final thought:
Sora, by OpenAi is just one program out there. We see Google along with Chinese companies launch video generators. There are others by smaller entities.
In other words, the is a technological onslaught coming and many are going to be caught off guard.
We will see the same views once the first 30 minute program is generated by AI. It will be far from perfect and industry participants will push back. In spite of this, it will move forward.
The low hanging fruit will be swept up first. This starts with animation which is much easier and a lower level of sophistication as compared to other types of media productions.