written by Steve Rock, Creative Director at Good Kids

Thats a Wrap!

As the summer winds down, Hollywood hopes its strikes would come to a close by Labor Day. All major studio heads here in LA were supposed to come together on the 30th marking 4 long months of s as reported by Deadline

”As the blowback intensifies from the disastrous August 22 meeting with Iger, Sarandos, Langley, Zaslav and the AMPTP’s Lombardini and WGA negotiators, and subsequent release of the studios’ latest proposal, there are no new talks set with the guild. Add to that the WGA rejection the deal and on August 24 calling it “neither nothing, nor nearly enough,” mistrust between the parties is at an all-time high, we hear.”

Facing a potential halt in production until 2024 and the rise of artificial intelligence, the industry's landscape is poised to change forever. A recent article from Ellie Jamen in The Observer outlined some strong points that got me thinking deeper over this weekend.

The Hollywood Struggle:

Despite the ongoing writer and actor strikes, there's a burgeoning force that's about to shift the cinematic balance—AI. While the strikes may delay Hollywood's transformation, they can't stop the inevitable intertwining of technology and creativity. The Genie is out of the bottle. There is no corking it back in.

Make no mistake; I stand with the writers and actors here. Wanting to pay a Background Actor for single day’s work and own their likeness in perpetuity is evil as hell. The studios could resolve this for a combined 2% of their CEO’s salary alone. Regardless of my moral position here; I have some dark feelings about what lies ahead.

AI's Upcoming Role in Hollywood: In the forthcoming months, a sequence of events is likely to unfold:

1. The Union Negotiations: The Writer's & Actor's Guild may soon finalize a deal with the Hollywood establishment. A deal that could limit Hollywood's use of AI, placing them in a restrictive position—essentially AI-handcuffed—a situation ripe for tech startups to exploit. This slows the inevitable.

2. Tech Startups Lead the Way: As Hollywood grapples with its internal battles, tech startups, unhindered by union constraints, are expected to harness AI fully. They could redefine the entertainment industry, challenging traditional structures and producing content at an unparalleled scale. Allow me to set two possible extreme stages in a not-too-distant future

AI Positive Extreme:

Tech startups are poised to usher in a golden age for the entertainment industry. With the freedom to explore AI without the shackles of traditional Hollywood bureaucracy, they could foster an era of limitless creativity and innovation. Imagine a world where AI-driven analytics perfectly tailor content to viewer preferences, maximizing engagement and entertainment value. This new paradigm could democratize content production, allowing for a wider range of voices and stories to be told, breaking free from the traditional gatekeepers. The fusion of AI and fresh entrepreneurial spirit might birth a renaissance in film, TV, and online content, offering audiences richer, more diverse, and deeply personalized experiences. Its sort of like having your ultimate niche productions tailored to your tastes, length and medium, and potentially usher in a new creator economy

Imagine a Hollywood where scripts are penned in minutes, roles are cast by algorithms, and movies tailored to your emotions. Welcome to the future – AI is rolling out the red carpet.

AI Negative Extreme:

On the flip side, an unchecked surge of tech startups in the entertainment sphere could lead to an overwhelming homogenization of content. Relying heavily on AI-driven algorithms, there's a risk of producing content that panders only to the most common denominators, sidelining niche and avant-garde genres. This could erode the rich tapestry of stories that have been Hollywood's hallmark. Additionally, the displacement of human-driven roles in favor of AI might jeopardize thousands of jobs, from screenwriting to post-production. The intangible magic of human touch, intuition, and emotion in storytelling could be overshadowed by cold, data-driven decisions, leading to an entertainment landscape that feels sterile and lacks soul.

Never underestimating human stupidity or laziness, this is the more likely of the two scenarios.
You don’t hav to look much futher than the homepage fo the app store or Netflix’s homescreen to see where all of our tech has gotten us: a race for the bottom of the barrel entertainment and appeasing the lowest common denominator

A Future Defined by AI:

The current trajectory hints at an unavoidable embrace of AI, and those who resist might find themselves left behind. For creatives, it's shone a stark light on it’s double-edged sword. As a former musician, writer, and visual artist, I've observed AI achieving feats in creativity that outpace even the most talented individuals. The only path forward? Dive deeper into this technological realm and utilize it for the tools they are, not the replacements we fear them to be.

While the integration of AI within creative domains may seem to threaten the authenticity and human touch in art, it can also be seen as an opportunity. Historically, every technological advancement faced initial resistance, from the printing press to digital photography. Over time, these innovations were assimilated, allowing artists to push boundaries in ways previously unimaginable. However, it's imperative for creatives to engage with AI judiciously, ensuring that the technology augments human creativity rather than overshadowing it.

Another significant dimension to consider is the ethical ramifications of AI's pervasive role in creative fields. The blurring lines between man-made and machine-made art could challenge traditional notions of intellectual property, originality, and even the very essence of what it means to be an artist. As AI-generated art gains more acceptance and commercial value, the industry must tread carefully, establishing clear guidelines and norms to maintain integrity and honor the spirit of genuine creativity.

It's an exciting yet daunting time for Hollywood, writers, and creatives. With AI reshaping the industry's very core, those in marketing, production, and storytelling must adapt or risk obsolescence. It's not about AI replacing creatives, but rather about how creatives can leverage AI to reinvent Hollywood.

Steve Rock has 20+ Years as a creative director and executive producer overseeing campaigns, events, pop ups, PR Stunts & outstanding advertising production that positioned global giants and boutique brands strategically, and won a few awards in the process.