AI is rewiring the world's most prolific film industry

Bollywood studios deployed artificial intelligence across production pipelines, cutting costs to one-fifth of traditional budgets while compressing timelines 75% for mythology and fantasy genres.Bengaluru-based Collective Artists Network turned parts of their office space into "coding floors" for a new process that will generate Hindu epic scenes traditionally created with millions in special effects using AI. They have replaced their camera crews with silent servers, completely changing the production process from chaotic clapperboard scenes to using a more iterative process that allows concept prototypes to be developed much faster than could have been done before because of previous funding limitations.

The studio has begun using AI to monitor and record verbal performances in all 22 of India's official languages as well as the many local dialects of those languages, creating a pan-Indian release for their films without having to physically shoot them everywhere. Many studios such as Yash Raj Films and Dharma Productions now use AI-based tools to enhance the scenes they shoot, add CGI and correct performance, due to the trend toward shorter theatrical release windows and the increased demand for content from streaming platforms. Global spending on AI in media is now over $13 billion, with CAGR of approximately 26%, making India an excellent place to test out scalable content factories (producing lots of digital products for various uses).

The mythological series Mahabharat debuted with two of the main characters, Gandhari and Dhritarashta, completely produced by AI-generated images that were created using a single afternoon’s worth of improvisation and captured on film while using a process to create their digital images. With the removal of traditional gatekeepers, such as talent agents, creators now have greater access to the ability to create their own stories using digital superstars.In just a few days, a studio in Bengaluru has created spy-thriller video reels that would have taken several months to produce previously.

Despite major filmmakers banding together with Stability AI and other companies that utilize AI technologies, various actors have expressed dissatisfaction over the use of artificial intelligence to modify storyline endings in movies because it takes away from the emotional impact of the film; As a result, McDonald's cancelled its use of Artificial Intelligence technology for commercials after receiving negative reactions from the public, while Coca-Cola continues using artificial intelligence to create members-only content.

Industry insiders say the economic crisis is speeding up the rate at which companies adopt new technologies due to falling box office revenues as a percentage of overall film production costs caused by the COVID-19 pandemic. In order to generate revenue from their large libraries of content, distribution partners such as JioStar, Netflix India, and Hotstar have increased the number of movies they are producing significantly; AI technologies are allowing companies to produce more volume than prestige, enabling them to produce more content in less time than ever before.

If AI technologies resolve issues regarding language fragmentation and are implemented properly, the domestic box-office gross is projected to reach $50 billion by 2030; however, legislative issues relating to data sovereignty will impede this growth. Therefore, traditional skills in filmmaking must adapt or risk disappearing forever, as programming technology will replace traditional manual labour employed by crews involved in lighting work.