This issue is the second installment of our three-part series exploring how artificial intelligence is reshaping the media landscape, changing what we watch, listen to, and read. This week, we'll delve into AI-generated video content, particularly how it transforms the way fans engage with their favorite movies.
The film production for No Time to Die, the twenty-fifth movie in the James Bond franchise, had what one might call a nightmare production. The director left shortly before filming was set to begin in 2016 due to creative differences. It took until 2019 to find another director and shoot the film. Then, the release was delayed by two years due to the pandemic. The film finally hit theaters in October of 2021. Audiences rewarded the production team for their patience as it was the fourth highest-grossing film of the year. However, all of this was overshadowed by the fact that Daniel Craig announced that this would be his final outing as the iconic double-O agent, a fact that becomes evident, spoiler alert, in the last twenty minutes of the movie.
Since Daniel Craig's announcement, the internet has been buzzing with anticipation about the next actor to step into the iconic role of James Bond. Enthusiasts advocating for Idris Elba faced a strong counter-argument about his age. Some felt he might be too mature to embody the suave spy. Meanwhile, Paul Mescal's supporters briefly captured the spotlight, only to face criticism for his Irish nationality, given that Bond is traditionally an English spy.
Amazon purchased MGM Studios in 2021 for $8.5 billion in no small part to get their hands on the valuable James Bond franchise. However, even that type of investment doesn't make them the sole decider, as they need approval from the Broccoli family before making any casting decision. The matriarch of the family, Barbara Broccoli, controls the James Bond intellectual property, having started working on the franchise with 1977's The Spy Who Loved Me when she was just seventeen. The Broccoli family has a reputation for being very careful with the franchise, not wanting to stray too far from the original Ian Fleming-penned source material.
There has been a significant amount of online chatter about Henry Cavill taking on the role of James Bond. This speculation gained traction after James Gunn, the newly appointed creative director for DC films, recast the role of Superman in his upcoming superhero adaptation. Cavill has been embodying the man of steel since 2013. The online support for this casting choice peaked when what appeared to be a leaked trailer for an upcoming Bond film was unveiled featuring Henry Cavil and Margot Robbie. The entire trailer was created using AI tools, which stitched together existing footage of both actors. Despite its unconventional production, the trailer accumulated over three million views on YouTube, underscoring the potential of AI in fan engagement and casting decisions.
KH Studio produced the trailer. They claim their intentions were not to trick anyone, saying, "Its purpose is purely artistic, aiming to entertain and engage with the YouTube community."
This trailer follows the announcement of Open AI's Sora, a text-to-video AI model. Currently, the company provides exclusive access to visual artists, designers, and filmmakers, with plans to expand to the broader public later this year. This technological leap prompted Hollywood mogul Tyler Perry to pause the construction of an ambitious $800 million production studio in Atlanta. In a conversation with the Hollywood Reporter, Perry shared his awe at the demo, saying, “Being told that it can do all of these things is one thing, but actually seeing the capabilities was mind-blowing.” However, this rollout could face delays as major corporations, including Google, have initiated lawsuits over the data used to train Sora, potentially complicating its wider release.
It will be interesting to see if the popularity of the AI-generated Bond trailer could turn such dream-casting speculations into reality. But the millions of views might not matter. Instead, it hinges on catching the eye of a single person. In this case, it boils down to the taste of Broccoli.