Sony Says It Will Use AI To Cut Film Costs

Sony Pictures Entertainment (SPE) CEO Tony Vinciquerra has boldly declared his support for artificial intelligence (AI) as a key tool in reducing film production costs. Speaking at Sony’s investor event, Vinciquerra emphasized the economic benefits of AI in an industry where expenses are a significant concern. “We are very focused on AI. The biggest problem with making films today is the expense,” he stated. “We will be looking at ways to…produce both films for theaters and television in a more efficient way, using AI primarily.”

This forward-thinking stance from a major studio head highlights a significant shift in the industry. Vinciquerra acknowledges the potential controversy among creatives, especially given the industry’s recent history. “We had an 8-month strike over AI last year,” he noted, referring to labor disputes that highlighted the tensions between innovation and job security. He also pointed out that ongoing negotiations with the International Alliance of Theatrical Stage Employees (IATSE) and the Teamsters are centered on AI’s role, indicating that these discussions will shape the extent of AI’s integration in filmmaking.

The potential application of AI in the next “Spider-Verse” film hints at a groundbreaking shift in animation styles. AI could offer new creative possibilities while also slashing production costs. Vinciquerra’s comments suggest that AI will not just be a behind-the-scenes tool but could significantly impact the final product that audiences see.

Beyond the creative implications, Vinciquerra’s focus on AI reflects a broader strategic approach at SPE. He mentioned that SPE would continue to seek strategic investments aligned with their successful strategies, emphasizing that the company will not venture into areas that don’t complement its core business. This includes maintaining their content licensing model to platforms like Netflix rather than developing their own general-entertainment streaming service.

Vinciquerra also highlighted Crunchyroll, SPE’s anime streaming service, as a primary driver of growth in the coming years, underscoring a targeted approach to expanding their content library and market reach. As SPE navigates the evolving landscape of film production and distribution, AI appears to be a cornerstone of its strategy for efficiency and innovation.