Film Studio Warner Bros. has signed an agreement with LA startup Cinelytic, which uses machine learning to predict a film's financial success, as per reports. Warner Bros. will use Cinelytic’s algorithms to help determine whether or not they will choose to fund a movie. Obviously the company will use the software only for taking decisions for marketing and distribution.
In an interview to The Hollywood Reporter, Tobias Queisser, founder of Cinelytics, AI, on the other hand “Artificial Intelligence sounds scary. But right now, an AI cannot make any creative decisions. What it is good at is crunching numbers and breaking down huge data sets and showing patterns that would not be visible to humans. But for creative decision-making, you still need experience and gut instinct.”
In short, Cinelytic technology would seem that AI is ready to play a very important role in the process of making a film. The startup’s software hadn’t ever changed his mind, but “opens up a conversation about different approaches. You can see how, sometimes, just one or two different elements around the same project could have a massive impact on the commercial performance," explained by Andrea Scarso, a film investor and Cinelytic customer.
Cinelytic uses predictive analytics that can refine genre, budget, actors and much more. Most AI experts are building algorithms to forecast filmmaking. AI tools are trained learning applications that are conservative and focus about success compared to future predicting.
Tonis Kiis, senior vice president of distribution of Warner Bros. said, “we make tough decisions every day that affect what — and how — we produce and deliver films to theaters around the world, and the more precise our data is, the better we will be able to engage our audiences".