The Cannes Film Market, the festival’s commercial platform, was created in 1959 by Emile Natan to allow film industry professionals (producers, distributors, exporters, importers) to meet in a dedicated space. It offers conferences, film selections and events where participants can discover, among other things, new technologies and the latest trends in the film industry. This year, artificial intelligence has taken center stage.
When we talk about artificial intelligence in the world of cinema, we immediately think of movies dedicated to it: A Space Odyssey, AI Artificial Intelligence, Matrix, Terminator … Apart from being the theme of certain movies, AI is increasingly used in their time creation: Project support, subtitle development, dubbing, special effects, aging or facial rejuvenation, etc.
Predict the success of a movie project using AI
During the day dedicated to new AI tools and new technologies like XR, an experiment took place: the producers came to present their film projects, then a series of images quickly appeared on a screen behind them, anticipating the possible success of the film. Sami Orpa, CEO of Largo.ai, a start-up based in Switzerland, then commented on the results. The company unveils artificial intelligence software aimed at helping producers, distributors, directors, writers, financiers, actors and actresses in their decision-making process. Sami Orpa explains:
“First, it does not replace the creative process of artificial intelligence, a tool of assistance. Producers or distributors can use it and analyze all stages of their project: from development to distribution. For example, at the pre-production stage, they can upload scripts of their films to the system and the system automatically provides information about their content, selected cast and potential box office results or streaming platform or even viewer type. That film might be interested. A
AI was trained on 60,000 European and American films, in all genres, whether they were well received by critics or viewers. Scenarios that never ended in a film have also been integrated with the learning process to make AI as efficient as possible. According to Sami Arpa, the result is about 80% efficiency.
Sami Orpa, a computer scientist but also a filmmaker, realized the potential of this innovation by observing what was already on the platform. “Amazon and Netflix use a lot of data, innovation and it disrupts the industry. This information and technology is not available to others. So that was our goal: to provide technology for the whole industry. ” He said in an interview with DNA:
“It simply came to our notice then. You may have good data, but not the right technology, or vice versa. Either way, it’s useless. Big studios like Warner Bros. or Sony have “good” data, but they don’t have Netflix technology. Independent producers do not have data or technology. We both have. To feed our technology, we use public data (budget, casting, box office results). We also work with personal partners who provide us with their data. And finally, we create our own data; We have a VOD service and TV channel, Sofy.tv. A
Hundreds of producers today use the Largo.ai software, which analyzes about 1,000 projects a year.
CNC helps in the development of AI
In France, the National Center for Cinema and the Moving Image (CNC) encourages the use of AI and new technologies, as well as support for visual effects and training. Vincent Florent, Digital Director, CNC, says:
“It’s support at risk, because projects are often quite risky and sometimes take time to pay off. A
CNC spends eight million euros each year on innovative and technological projects and ten million euros on production.