According to the Guardian on 18/7, Netflix used generative AI (genAI) to create the visual effects for a single scene involving a collapsing building in Buenos Aires in its science fiction series, "El Eternauta".
The six-episode series, which premiered in late April, is based on the renowned comic of the same name by Hector German Oesterheld and Francisco Solano Lopez. It tells the survival story of a group of people in Buenos Aires after a toxic snowfall caused by aliens. Juan Salvo reluctantly becomes the leader of the survivors as they investigate the reason for the attack and search for a way to save the world.
Netflix co-CEO Ted Sarandos said this technology marks a significant step in the platform's adoption of new technology, allowing lower-budget productions to access advanced special effects. He added that AI does not replace humans but serves as a valuable tool to help creators make better films.
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A scene from "El Eternauta". Photo: Mariano Landet/Netflix |
In its financial results announcement, Netflix reported second-quarter revenue of 11 billion USD, a 16% increase compared to the same period last year. According to Forbes, AI contributed to this exceeding growth forecast, alongside sports broadcasting and live events.
The use of AI in film production is not unprecedented. In screenwriting, tools like scriptBook can analyze outlines and estimate a film's potential success. 20th Century Fox used AI to analyze the script for "Logan", informing decisions about plot and themes. In pre-production, studios like Warner Bros. utilize software like Cinelytic to evaluate actors, predict revenue, and sift through thousands of shots to find ideal locations, saving time and effort.
Disney's FaceDirector software can create facial expressions from multiple takes, allowing directors to adjust actors' performances in post-production. This technology was used in "Avengers: Infinity War" to perfect expressions in complex CGI scenes. AI-powered deepfake technology, despite controversy, has been used for face-swapping in films like "The Irishman" to de-age actors. AI also assists studios in distributing films and reaching a wider audience.
However, the use of AI in filmmaking has sparked debate and was a factor in the 2023 Hollywood strike. The Screen Actors Guild‐American Federation of Television and Radio Artists (SAG-AFTRA) demanded stricter regulations on the technology. Forbes reported criticism within the industry, with some describing AI use as "devaluing artistic merit." Actor Tyler Perry halted plans to expand his 800 million USD Atlanta studio due to concerns about AI-generated videos impacting jobs.
Despite the controversy, some experts believe this is an inevitable development. Davier Yoon, co-founder of animation studio CraveFX (Singapore), said Netflix's use of AI is unsurprising. He views AI as a new digital tool that allows smaller studios to achieve visual quality comparable to "blockbuster projects". Yoon stated, "Ultimately, it is the artist who decides what is in the frame, not the AI".
Khanh Linh (according to the Guardian, Forbes)
