International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Predictive Analytics Powered by the Artificial Intelligence in the Movie Industry

  • Song, Minzheong (Department of Media Communication & Advertising, Hansei University)
  • Received : 2021.10.07
  • Accepted : 2021.10.13
  • Published : 2021.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

The use of the predictive analytics (PA) powered by the artificial intelligence (AI) is more important in the movie sector during the COVID-19 pandemic, because Hollywood witnessed the impact of the 'Netflix Effect' and began to invest in data and AI. Our purpose is to discover a few cases of the AI centered PA in the movie industry value chain based on five objectives of PA: Compete, grow, enforce, improve, and satisfy. Even if movie companies' interest is to predict future success for competing with over-the-tops (OTTs) at a first glance, it is observed, once they start to use the PA with the AI, they try to utilize the enhanced PA platforms for remaining four objectives. As a result, ScriptBook, Vault, Pilot, Cinelytic and Merlin Video (Merlin) are use cases for the objective 'compete.' Movio of Vista Group International and Datorama of Salesforce are use cases for the objective 'grow.' Industrial Light & Magic (ILM) and Geena Davis Institute on Gender in Media (GDI) with Disney are use cases for the objective 'enforce.' Watson, Benjamin, and Greenlight Essential are use cases for the objective 'improve.' Disney Research (DR) with Simon Fraser University and California Institute of Technology is the use case for the objective 'satisfy.'

Keywords

References

  1. Forbes, "Unlocking the Power of Predictive Analytics With AI," https://www.forbes.com/sites/forbestechcouncil/2021/08/11/unlocking-the-power-of-predictive-analytics-with-ai/?sh=257ca45b6b2a, August 11, 2021.
  2. IBM, Predictive analytics, https://www.ibm.com/analytics/predictive-analytics, October 20, 2021.
  3. C3.AI, What is Predictive Analytics?, https://c3.ai/glossary/artificial-intelligence/predictive-analytics/, October 20, 2021.
  4. M. T. Lash & K. Zhao, "Early Predictions of Movie Success: The Who, What, and When of Profitability," Journal of Management Information Systems, online publication, Vol. 33, Issue 3, pp. 874-903, December 7, 2016. DOI: https://doi.org/10.1080/07421222.2016.1243969.
  5. D. Y. Kim, Study of TV rating prediction through analysis of online big data: Case of the drama in My love from the star, Master thesis of Chungbuk university, Chungcheonbukdo, South Korea, February 2016.
  6. H. W. Kim and M. Lee, "Big Data and Entertainment Content: Case Studies and Prospects," Journal of Internet Computing and Services, Vol.17, No. 2, pp. 109-118, April 2016. DOI: http://dx.doi.org/10.7472/jksii.2016.17.2.109.
  7. M. K. Song and C. H. Ahn, "Demand Forecast of Video Contents Using Digital Big Data," Journal of Convergence Knowledge Society, Vol. 6, No. 1, pp. 111-118, January 2018. DOI: https://doi.org/10.22716/sckt.2018.6.1.016.
  8. M. Z. Song, "A Study on Artificial Intelligence Based Business Models of Media Firms," International Journal of Advanced Smart Convergence, Vol. 8 No. 2, pp. 56-67, June 2019. DOI: https://doi.org/10.7236/IJASC.2019.8.2.56.
  9. H. Y. Kim and J. W. Kim, "A Study on Bigdata Utilization in Cultural and Artistic Contents Production and Distribution," International Journal of Contents, Vol. 19, No. 7, pp. 384-392, July 2019. DOI: https://doi.org/10.5392/JKCA.2019.19.07.384.
  10. S. Chan-Olmsted, "A Review of Artificial Intelligence Adoptions in the Media Industry," The International Journal on Media Management, Vol. 21, No. 3, pp. 1-23, November 2019. DOI:https://doi.org/10.1080/14241277.2019.1695619.
  11. E. Siegel, Seven Reasons You Need Predictive Analytics Today, White paper produced by Prediction Impact and sponsored by IBM, September 2010.
  12. E. Siegel, Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die, Wiley, first edition 2013, Revised and Updated 2016, http://www.thepredictionbook.com, 2016.
  13. PwC & Samil Accounting Corporation, PwC's Global Entertainment and Media Outlook 2020-2024, https://www.pwc.com/kr/ko/publications/research-paper/global-enm-outlook_2020-2024.html, 2020.
  14. S. Schlesinger, "Using Analytics to Predict Hollywood Blockbusters," Harvard Business Review, hbr.org/2012/10/using-analytics-to-predict-hollywood-blockbusters, October 12, 2012.
  15. E. Buder, Can AI Predict a Movie's Success? Algorithmic Screenplay Service 'Scriptbook' Causes Major Backlash, https://nofilmschool.com/2017/04/scriptbook-black-list-screenwriting-ai-algorithm, April 21, 2017.
  16. ScriptBook, ScriptBook, https://www.scriptbook.io/#!/scriptbook/technology, Retrieved on October 20, 2021.
  17. Combell, AI tool ScriptBook predicts the success of films in confidentiality thanks to Combell, https://www.combell.com/en/blog/ai-tool-scriptbook-predicts-the-success-films-confidentiality-thanks-to-combell/, August 16, 2017,
  18. ScriptBook, Man and Machine: AI as (co)-creator in Storytelling, https://blog.scriptbook.io/man-and-machine-ai-as-co-creator-in-storytelling-537e5995ea88, November 5, 2018.
  19. Vault, DeepAudienceTM Analysis for Movies, https://www.vault-ai.com/deep-audience-movies.html, Retrieved on October 20, 2021.
  20. A. Frohlick, Artificial Intelligence and Contemporary Film Production: A Preliminary Survey, Goldsmiths, University of London, July 2020.
  21. I. Sehovic, This Harvard Startup Can Predict How Much Money a Movie Will Make Before It's Even Released, https://www.linkedin.com/pulse/harvard-startup-can-predict-how-much-money-movie-make-irhad-sehovic/, October 26, 2016.
  22. T. Siegel, "Warner Bros. Signs Deal for AI-Driven Film Management System (Exclusive)," The Hollywood Reporter. https://www.hollywoodreporter.com/news/warner-bros-signs-deal-ai-driven-film-management-system-1268036, January 9, 2020.
  23. The Walter Bradley Center for Natural and Artificial Intelligence (Walter Bradley), AI Goes to Hollywood, https://mindmatters.ai/2020/01/ai-goes-to-hollywood/, January 11, 2020.
  24. Cinelytic, From Greenlight through Release: Cinelytic Provides Actionable Insights in Real-time, https://www.cinelytic.com/platform/, retrieved on October 26, 2021.
  25. Google Cloud, How 20th Century Fox Uses ML to Predict a Movie Audience, https://cloud.google.com/blog/products/ai-machine-learning/how-20th-century-fox-uses-ml-to-predict-a-movie-audience, October 29, 2018.
  26. ViacomCBS, Movie marketing: How the horror flick 'A QUIET PLACE' became a blockbuster,' https://www.viacomcbs.com/news/content-and-experiences/a-quiet-place-film-marketing, September 4, 2018.
  27. Business wire, "New Study Reveals Movio Clients Achieve Revenue Increase in Excess of $220 Million US, Methodology Validated by Harvard Statistics Expert," https://www.businesswire.com/news/home/20190403005659/en/New-Study-Reveals-Movio-Clients-AchieveRevenue-Increase-in-Excess-of-220-Million-US, April 3, 2019.
  28. Dataroma, Dreamforce 2018: Datorama Helps Warner Bros. Entertainment Optimize Their Global Marketing, https://datorama.com/blog/2018/10/17/dreamforce-2018-datorama-helps-warner-bros-entertainment-optimize-their-global-marketing/, October 17, 2018.
  29. D. Kaufman, Global VFX: State of the industry 2019, https://www.vfxvoice.com/global-vfx-state-of-the-industry-2019/, March 20, 2019.
  30. P. Brzeski, "Geena Davis Unveils Partnership with Disney to "Spellcheck" Scripts for Gender Bias," https://www.hollywoodreporter.com/movies/movie-news/geena-davis-unveils-partnership-disney-spellcheck-scripts-gender-bias-1245347/, October 3, 2019.
  31. N. Joshi, "Can AI automate the film industry?" https://www.allerin.com/blog/can-ai-automate-the-film-industry, April 13, 2020.
  32. The Guardian, "This is what happens when an AI-written screenplay is made into a film," https://www.theguardian.com/technology/2016/jun/10/artificial-intelligence-screenplay-sunspring-silicon-valley-thomas-middleditch-ai, June 10, 2016.
  33. Eyerys, ""Sunspring" Is A Short Sci-Fi Film Written Entirely By An Artificial Intelligence," https://www.eyerys.com/articles/news/sunspring-short-sci-fi-film-written-entirely-artificial-intelligence, retrieved on October 26, 2021.
  34. Tech2, "Watch: This Creepy short Film was written, directed, performed and scored by an AI called Benjamin," https://www.firstpost.com/tech/news-analysis/watch-this-creepy-short-film-was-written-directed-performed-and-scored-by-an-ai-called-benjamin-4506659.html, June 12, 2018.
  35. Scroll, 'Zone Out': You need to watch this film, directed entirely by an Artificial Intelligence programme, https://scroll.in/reel/883463/zone-out-you-need-to-watch-this-film-directed-entirely-by-an-artificial-intelligenceprogramme, June 22, 2018.
  36. PRweb, "Production Company Greenlight Essentials Launches First Film to use Artificial Intelligence in Storyboarding on Kickstarter," https://www.prweb.com/releases/2016/07/prweb13571154.htm, July 26, 2016.
  37. CBC, "Watching you, watching it: Disney turns to AI to track filmgoers' true feelings about its films," https://www.cbc.ca/news/science/disney-ai-real-time-tracking-fvae-1.4233063, August 4, 2017.
  38. Disney Research, Factorized Variational Autoencoders for Modeling Audience Reactions to Movies, IEEE Conference on Computer Vision and Pattern Recognition (CVPR) 2017, https://la.disneyresearch.com/publication/factorized-variational-autoencoder/, July 21, 2017.