Lights, camera, no AI action: Hollywood hesitates on OpenAI’s Sora video tool

OpenAI has spent months talking to the industry’s largest studios such as Disney and Warner Bros but faces a hard sell after 2023 labour strikes.
Lights, camera, no AI action: Hollywood hesitates on OpenAI’s Sora video tool

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Newspaper publishers have licensed articles for millions of dollars. Record labels have filed lawsuits. But when it comes to the commercial potential of artificial intelligence (AI), movie studios are off to a much slower start.

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OpenAI has spent months talking to the industry’s largest studios, including Walt Disney, Comcast’s Universal Pictures and Warner Bros Discovery, about the creative and commercial potential of Sora, according to people familiar with the discussions. OpenAI has discussed creating a tailored version of the AI tool for a studio to use on its own projects, said the people, who declined to be identified discussing confidential conversations.

Yet those talks have yet to produce any deals. Studios are reluctant to get into business with an AI company, wary of how it might use their data and of angering the labour unions with which they work every day. Concerns about the use of artificial intelligence were one of the biggest factors in two labour strikes that paralysed Hollywood in 2023. Both screenwriters and actors have continued to urge Hollywood studios to police tech companies and ensure their work isn’t being used illegally.

OpenAI, the US$157 billion operation behind ChatGPT, first unveiled Sora in early 2024, attempting to keep pace with a growing number of tech start-ups that offer tools to help users generate realistic-looking video clips from text prompts. Not long after that, OpenAI executives, including CEO Sam Altman, visited Los Angeles to attend some Hollywood events. They met with film studios, media executives and talent agencies to demonstrate the technology.

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Chinese AI-generated cartoon series broadcast on state television

Chinese AI-generated cartoon series broadcast on state television

OpenAI has said it may be premature to rush into commercial partnerships for the product.

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“We’re so early with Sora,” Brad Lightcap, OpenAI’s chief operating officer, said at a conference in January. “I think part of getting these things right is you can’t just say, ‘Okay, we have a model, now we’re going to force a partnership.” The company is engaged with the industry, he said, adding that “their feedback is super valuable.”



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