January 9, 2020
Warner Bros. has become one of the first major studios to begin using artificial intelligence (AI) when considering content decisions, including casting, in movie and TV productions.
Warner Bros. Pictures International inked a deal with Cinelytic to use its software platform — an AI-driven project management system that was launched for the motion picture industry last year. WBPI will leverage the software to inform decision making around content and talent valuation to support release strategies.
The move comes after Warner finished with 13.8% of the 2019 domestic film market, second behind Disney/Fox’s record 38% market share. Warner hopes the AI initiative will help generate more unexpected box office hits such as Joker.
Launched in 2016, Cinelytic has slowly generated traction in Hollywood, included reported deals with STX, Ingenious Media and Productivity Media.
Specifically, the software combines AI and cloud-based technologies to enable studio executives to make faster, and better-informed, decisions throughout the content value chain by providing comprehensive data, predictive analytics and project management tools in an integrated online platform.
The platform reduces executives’ time spent on so-called “low-value, repetitive tasks” and instead focuses on generating insights for packaging, greenlighting, marketing and distribution decisions in real time.
“In our industry, 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,” Tonis Kiis, SVP of Warner Bros. Pictures International Distribution, said in a statement.