Weekly Column: AI Production Enters Stage Left

In this week’s column, California Sports Lawyer® CEO, Founder, and Managing Attorney Jeremy M. Evans writes about the introduction of generative AI video production studios in Hollywood and its potential impact.

Issues and dilemmas that are likely to remain in perpetuity as long as humans create and generative AI mimics that creation.

You can read the full column below. (Past columns can be found, here).

Luma AI has planted its flag in Hollywood among studio and creative giants. Luma AI is a generative artificial intelligence (AI) company that provides tools to creatives and studios for the purpose of creating and editing video for film, television, and related entertainment content. Luma AI’s arrival brings Dream Lab L.A. that according to the The Hollywood Reporter “'will be a kind of combined meeting, co-working and educational venue where creatives can come together to produce content using the Luma tool.'”

It is true that AI has been met with resistance in general in corporate and legal environments and the entertainment industry is no exception. A careful approach is proper as generative AI tools are very powerful and impactful in both a creation and replacement perspective. Literacy is important for creatives to understand the ethics and efficacy of generative AI use. The same goes for studio and streamer executives and personnel.

On the other hand, generative AI tools allow for the enfranchisement of creatives and even those with untrained skills to create. The Dream Lab L.A. will serve as an education and generative AI production studio. The point is to normalize generative AI use in Hollywood production.

Luma AI is not alone in its Hollywood pursuit. Runway ML, Pika Labs, Moonvalley, Google (Veo), OpenAI (Sora), and Meta (Emu Video) are the most powerful and well-known competitors. Each of the competitors are specifically targeting growth in generative AI video creation. Video creation that benefits creators and studios to create more content. Imagine AI videos for YouTube and social media platforms like Instagram and Facebook, while Sora could be more focused in the corporate world for business presentations.

The pathway to success will not be easy for generative AI video creation tools inside Hollywood and in some sense outside the industry as legal issues and ethical dilemmas remain to be resolved. Issues and dilemmas that are likely to remain in perpetuity as long as humans create and generative AI mimics that creation. The benefits to mass and immediate video creation has to be balanced by humans continuing to lead in creation and to own such creations.

There is also the concern of real versus generated. There is a fear that generated AI will become so prevalent that it will overcome the interest or need for in-person, live, on-location production unless required by law, union agreement, or contract. Copyright and trademark will continue to protect creators, but the cost and time saved may indeed continue to fall as AI technology and use becomes more democratized and common. Despite the cost and time savings, in-person is more valuable and it will be likely that AI created videos will need to be labeled or disclosed as such. We are human after all and mean for in-person relationships, experiences, and the like. There is also the invaluable need for renewal, change, and opens markets with few restrictions.

Despite the concerns, Dream Lab L.A. will attempt to create more speed, volume, and innovation through human and AI collaboration in Hollywood, professional, and amateur video production. The hope and idea is that humans will benefit from AI, not be replaced by AI. It will definitely help lower budget films develop, but will it be at the cost of learning and experience? AI tools can also reduce costs and timing for filmmaking at the major studios. The market could be yearning for more films and television series. Studios and theaters are looking for distribution and blockbusters and generative AI video production could help fill the bill.

About Jeremy M. Evans:

Jeremy M. Evans is the Chief Entrepreneur Officer, Founder & Managing Attorney at California Sports Lawyer®, representing entertainment, media, and sports clients in contractual, intellectual property, and dealmaking matters. Evans is an award-winning attorney and industry leader based in Los Angeles and Newport Beach, California. He can be reached at Jeremy@CSLlegal.com. www.CSLlegal.com.