The Rise of Artificial Intelligence in Film Production—The Industry's Crossroads as Indicated by AMC Theatres

The use of artificial intelligence, which has become a new spark in the entertainment industry, has recently highlighted industry-wide conflicts surrounding film production and AI technology. The case of the AI-generated short film “Thanksgiving Day,” which was rejected from pre-show advertising, is not just a decision by a single company but a symbol of the broader challenges faced by the entire industry.

Industry Standards for Reviewing AI-Generated Works Under Scrutiny

“Thanksgiving Day,” produced by NS3.AI, utilizes advanced AI tools and has received technical acclaim, including awards at AI animation festivals. However, for theater operators, the core issue lies in the production process itself—specifically, the use of AI. AMC Theatres’ decision to decline to display the film was based on the belief that AI usage conflicts with the fundamental values of filmmaking.

This decision raises fundamental questions about how creativity is defined within the film industry. Traditional filmmaking has centered on human imagination and craftsmanship. Meanwhile, AI-assisted filmmaking offers efficiency but also prompts questions within the industry about what constitutes creative expression.

Industry Self-Regulation and the Boundaries of Artificial Intelligence

Actors’ unions and industry organizations involved in filmmaking are increasingly cautious about AI adoption, actively working to establish regulations. Their main concern is the impact of AI technology on traditional employment opportunities and the creative process in filmmaking.

A particular challenge is whether regulatory frameworks can keep pace with rapidly evolving AI technology. The speed of AI development raises questions about whether the industry’s self-regulation mechanisms are sufficient to manage these changes.

Contrasting Positions Between Actors and Creators

Within the industry, a clear divide exists between creators eager to adopt AI and actors or traditional filmmakers who are concerned about its impact. Debates are intensifying over what rules are necessary for the future of filmmaking and whether coexistence with AI is possible.

AMC Theatres’ decision exemplifies the unresolved conflicts within the industry. Until there is a consensus on the role of AI in film production, similar decisions are likely to recur.