AI gives ‘happy ending' to ‘Raanjhanaa': Why the film industry needs urgent policy actions
The fact that one of the first AI-enabled interventions that has captured the box office is not using the technology to enable new storytelling; instead experiments with it without much respect for the original creators' vision is evidence of the age we have already entered. At a time when franchises and remakes rule the roost at the box office, Raanjhanaa portends a dangerous shift if left unchecked by key stakeholders in an industry where many still routinely struggle to safeguard their right to work and artistic integrity, and often fail to secure the basics like fair contracts, credit and safety at the workplace, etc. This is a clarion call to action.
Canadian physicist, pacifist, and feminist Ursula Franklin defines technology as 'a way of doing things'. Franklin says technology not only changes our relationships with each other as individuals and communities, but it also reshapes our notions of power and authority. In a capital-led industry where film studios, corporates and tech-led streaming platforms already have considerable power, the lack of an AI action plan can have serious ramifications for the livelihood of lakhs of film workers.
Recently, a friend who lost his job had clarity that it happened due to AI-led changes in his sector. Being able to track industry trends over time prepared and enabled him to cope. Many freelance film professionals do the same when the industry is hit by seasonal recessions. Knowing the reason enables them to move to what the industry calls a plan B and not view their inability to get hired as a comment on their talent or ability.
AI is already redefining hiring practices in pre-production and post-production in the Indian film industry. AI-generated images, videos and voices are being used to replace the labour of various film professionals. Labour-intensive tasks that took many hours can now be done with drastically smaller teams and budgets. Thus, a data-led policy can empower lakhs of film professionals to strategise and envision their future. Imagine a scenario where a whole film's remake is made through AI-enabled technology. While the stars and a small group of senior technicians might be able to protect their interests (at least legally), the others in the food chain (dubbing artists, junior actors, lyricists, playback singers, musicians, screenwriters) will be forced to deal with the fallout. Not only will many lose employment opportunities, but it can also seriously undermine their right to receive royalties, straddling them with the burden of a long-drawn legal battle they can't afford.
Strangely, in this AI-enabled present, the more distinct a style an auteur possesses, the more vulnerable they will be, as distinct styles can be organised into patterns and thus will be more easily picked by LLMs. I have already heard youngsters put up prompts for ChatGPT to generate Gulzar-style lyrics. A casual search of the internet generates enough discussions and Reddit links on AI's capacity to return lyrics just like Gulzar. In a recent interview at the Jaipur Literature Festival (London), screenwriter Anu Singh Choudhary asked Javed Akhtar if AI will be able to write like Salim-Javed or Javed Akhtar? Quick-witted as he is, Javed saheb's response was: 'Lets not be that ambitious.' While the crowd cheered, Javed Akhtar also forewarned that he is only talking about this moment, and things will change in the future. AI, after all, is changing and upgrading everyday.
Often, when we speak of AI, we tend to see it as a technology that will impact our future. But perhaps, it is time to mark that future as the present. The future is here; it is happening. The unions in the industry have to start a collective movement to safeguard the interests of their workers. Perhaps the question to ask now is, Arrey oh Samba, kitna data hai?
The writer is an academic, writer and filmmaker
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39 minutes ago
- News18
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Time of India
2 hours ago
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