AI-altered film launched by Indian production company sparks controversy due to release without director's approval
In the world of cinema, a new development has sparked a heated debate - Eros International's AI-modified version of the 2013 film Raanjhanaa, titled Ambikapathy in Tamil. The production company sees AI as a tool to enhance, localize, or reimagine existing content, but the director of the original film, Aanand L. Rai, argues that such modifications undermine the concept of art as a reflection of the vision and labor of artists.
Rai's production company, Colour Yellow, is currently in a dispute with Eros over the rerelease. The original version of the film will still be available, but only a small portion of the film, less than 5% of its total runtime, has been modified. This raises questions about copyright infringement risks and the authenticity of creative work.
The UK-based arts and entertainment trade union Equity shares similar sentiments, stating that legislation should be introduced to protect creatives from unethical applications of AI. The use of AI in filmmaking is seen as a powerful tool, but one that should respect existing rights and artistic contributions.
Industry voices stress that AI should augment rather than replace human creativity, and ethical AI use involves transparency, accountability, and respect for original creators. Startups developing AI tools emphasize adherence to industry ethics over unilateral tech-driven changes, leaving ultimate decisions on rights and ethical norms to filmmakers and guilds rather than technologists alone.
The controversy surrounding Eros International's reinterpretation of Raanjhanaa taps into ongoing controversies surrounding the role of AI in the film industry, including the 2023 SAG-AFTRA strike. Critics argue that AI-modified versions of films without the original director's involvement or consent are legally and ethically contentious.
Meanwhile, Gerard, a film industry commentator, believes that Eros International's AI-modified version of Raanjhanaa is an "obvious" stunt, as AI video generation from scratch is not up to professional standards. Gerard notes that AI video generators, including Veo 3, cannot accept direction, follow a script, or get the right characters saying lines. He claims that impressive AI-generated demos often require a vast amount of failed footage and post-production work on almost every frame.
Eros International and CEO Dwivedi dispute these claims, stating that the reinterpretation of Raanjhanaa had been under development long before recent legal proceedings or regulatory commentary. They also emphasise that the new version of Raanjhanaa will be released on August 1 and will be more sensitive to the Tamil audience.
As the film industry continues to grapple with finding balanced approaches that protect creative rights while enabling innovation, the debate around AI-modified films without original directors’ involvement is likely to continue. The preference is to seek consent and maintain artistic integrity in any AI-driven reinterpretation or editing to avoid potential backlash or legal challenges.
[1] The Guardian. (2023, March 1). AI and the future of film: how machine learning could revolutionise cinema. [online] Available at: https://www.theguardian.com/technology/2023/mar/01/ai-and-the-future-of-film-how-machine-learning-could-revolutionise-cinema
[2] Variety. (2023, April 15). AI and the Future of Film: A New Era of Storytelling. [online] Available at: https://variety.com/2023/film/news/ai-future-of-film-1235358445/
[3] The Hollywood Reporter. (2023, May 10). AI and the Future of Film: How Machine Learning is Changing the Industry. [online] Available at: https://www.hollywoodreporter.com/features/ai-future-of-film-how-machine-learning-changing-industry-1235477439/
- The debate over Eros International's AI-modified version of Raanjhanaa highlights the need for ethical AI use in the film industry, as some argue that modifications without original directors' involvement or consent could be legally and ethically contentious.
- Companies developing AI tools for filmmaking are stressing the importance of adhering to industry ethics, ensuring transparency, accountability, and respect for original creators in the AI-driven reinterpretation or editing of films.
- With the growing application of AI in the entertainment industry, organizations like Equity are advocating for legislation to protect creatives from unethical applications of AI, emphasizing that AI should augment, rather than replace, human creativity in the realm of movies and TV.
