Synthetic media in Hollywood: Reel or unreal?

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  Quantumrun Foresight
• February 16, 2024

Insight summary

Synthetic media is transforming Hollywood's approach to filmmaking by enabling the creation of lifelike digital characters and scenes, reshaping how stories are told and experienced. However, this advancement brings challenges, including ethical concerns over using digital likenesses and the potential for creating misleading content. As the industry adapts, there's an evolving landscape for jobs, storytelling techniques, and the need for new legal frameworks.

Synthetic media in Hollywood context

Synthetic media is increasingly influencing Hollywood, reshaping traditional film production and content creation methods. In Hollywood, synthetic media is employed to generate realistic digital characters, environments, and special effects, challenging the conventional boundaries of filmmaking. This approach allows for creating scenes and characters that would be difficult or impossible to produce using traditional methods. For example, synthetic media has enabled the recreation of late actors for new scenes, offering a blend of nostalgia and technological marvel. 

The technological foundation of synthetic media in Hollywood relies on sophisticated artificial intelligence (AI) algorithms. These algorithms, particularly those based on deep learning (DL), can analyze extensive datasets of existing film footage and images to create new, photorealistic content. This process includes the generation of digital doubles or de-aging effects, where an actor's younger version can be portrayed convincingly (e.g., Harrison Ford in Indiana Jones and the Dial of Destiny). The technology's precision in capturing facial expressions and movements allows for a more seamless integration of synthetic elements into live-action footage. 

Despite its potential, the use of synthetic media in Hollywood is accompanied by challenges and concerns. Key among these is the authenticity issue and the potential for creating misleading content, especially with the rise of deepfakes. Hollywood is also grappling with the ethical implications of using an actor's likeness, especially in posthumous portrayals (e.g., Carrie Fisher in The Rise of Skywalker). Replacing background actors with AI doubles is another critical ethical concern, as highlighted in the 2023 SAG-AFTRA strike. 

Disruptive impact

Synthetic media in Hollywood suggests a significant shift in content creation and consumption. It enables filmmakers to transcend physical and temporal limitations, allowing the creation of scenes and characters beyond the scope of traditional filmmaking. This trend may lead to an era where historical figures and past actors can be realistically portrayed in new productions, providing fresh storytelling perspectives (and making those “multiverse” plots work).

For the workforce in Hollywood, job roles may evolve, with an increased demand for skills in AI and digital content creation. However, there may be reduced opportunities in traditional roles, such as makeup, set design, and stunt performance. This shift requires a focus on retraining and upskilling for industry professionals to stay relevant despite AI, including protecting actors' rights to earn from any digital likeness in perpetuity.

From a societal perspective, the rise of synthetic media raises important ethical and regulatory questions. There is a need for clear guidelines and ethical frameworks to govern the use of digital doubles, especially posthumously. The potential for misuse in creating misleading content also calls for advanced detection technologies and media literacy initiatives to help audiences discern real from synthetic content. 

Implications of synthetic media in Hollywood

Wider implications of synthetic media in Hollywood may include: 

• Enhanced realism in movie production, leading to more immersive and visually captivating films.
• The emergence of new genres and storytelling methods, leveraging the ability to create any scene or character.
• Increased use of digital actors for dangerous or impossible scenes, improving safety in film production.
• Potential ethical concerns over the portrayal of deceased actors, leading to discussions on posthumous rights and consent.
• The development of new laws and regulations to address the ethical use of synthetic media and deepfakes.
• Increased accessibility to high-quality production tools for smaller studios and independent filmmakers, democratizing film production.
• Potential environmental benefits by reducing the need for physical sets, props, and on-location filming.
• Actors voluntarily creating their digital doubles to expand their earning potential.

Questions to consider

• How might the increasing use of synthetic media in Hollywood impact the traditional skills and roles within the film industry?
• How could ethical and legal frameworks evolve to address the challenges posed by synthetic media, especially regarding using a person's likeness?