Bollywood, the land of vibrant colors, dramatic storylines, and occasionally questionable dance moves, is facing a technological shake-up. And no, it’s not just better CGI. Artificial intelligence is muscling its way onto the set, promising to slash costs, streamline production, and maybe even write a decent script or two.
The announcement of Prismix, Ajay Devgn’s AI-driven media venture, signals a seismic shift. Forget subtle integrations; AI is diving headfirst into everything from scripting to post-production. Forget writer’s block; now you have algorithm’s block. And the industry is cautiously optimistic, with a healthy dose of ‘what could possibly go wrong?’
Dipankar Mukherjee from StudioBlo highlights the early wins: pre-production visualization, especially for those lavish historical epics. Think Mughal-era costumes without the Mughal-era budget. ‘Eliminating the need to shoot in foreign locations’ is code for ‘Switzerland is safe… for now.’ The studio even rolled out a music video where Ayushmann Khurrana warbled while his AI-generated twin handled the visuals. No word on whether the clone demanded royalties.
Harikrishnan Pillai of TheSmallBigIdea sees AI as a storyboarding superhero. Scripts are materializing faster than you can say ‘cut,’ and visual concepts are popping up like mushrooms after a monsoon. Pre-production, apparently, is becoming frighteningly efficient. AI even helps with script referencing, making the process ‘quicker and more comprehensive.’ Translation: no more accidentally plagiarizing that obscure Bulgarian film from 1972.
However, Pillai throws a wrench into the techno-utopian dream: AI still struggles with realistic handshakes. Apparently, the nuances of a Bollywood power-broking deal are too complex for our silicon overlords. But ‘softer elements’ are apparently being nailed. We remain unsure what ‘softer elements’ actually entails.
Viren Vesuwala from White Rivers Media points out that AI script analysis tools like ScriptBook are already here, predicting audience reception and refining plot structures. Fresh insights, apparently, can be generated, so you can have AI write a story about AI. Meta.
AI is also accelerating visual effects, color grading, and editing. Disney’s FaceDirector (which they are using in Bollywood?) seamlessly blends performances. Marketing campaigns are getting smarter, too, analyzing audience behavior to optimize targeting. Prepare for personalized Bollywood trailers that know exactly which emotional buttons to push. Independent filmmakers are getting access to affordable AI-driven tools, evening the playing field. No more excuses for that shaky camera work, indie darlings.
Siddharth Kumar Tewary of Swastik Productions envisions a future of personalized stories, with narratives adapting to audience interests. Imagine a choose-your-own-adventure Bollywood epic, where your viewing habits determine whether the hero gets the girl or falls into a conveniently placed ravine.
Manish Kumar of Videos4Businesses predicts significant cost reductions across the board, from set design to manpower. Every extra day of production adds to the budget, he says, and AI’s streamlined workflows will lead to major savings. Automated editing, VFX enhancements, and virtual production are the new buzzwords. The accountants are rejoicing.
Vipul Shah sees a future where films can be shown in local languages without dubbing, thanks to AI. No more lip-syncing disasters! Finally, you can understand what’s being said without relying on subtitles. A win for international audiences, at least.
But here’s the catch: entertainment industry experts are quick to remind us that AI is still evolving. It’s not perfect. It needs ‘human oversight, iteration, and refinement.’ Merzin Tavaria of DNEG stresses that studios are still getting used to AI and its algorithms. It still needs creative input.
Nitin Jain of ShareChat & Moj cautions against over-application, especially in marketing content that demands ‘deep brand understanding, cultural nuance, and emotional resonance.’ These aspects still rely on ‘human ingenuity,’ something AI struggles to replicate ‘authentically.’ And audiences, it turns out, still crave authentic human connection. Who knew?
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