This morning, openai, which is good at sudden changes, made its video production tool sora shine again. Officials have released a video that they claim is the "first feature film." This video quickly attracted widespread attention from netizens, and even led some bloggers to say that the film and television industry is dying.
Then the question is, will the film and television industry really die because of this? Why should he die from this? What will happen after death?
To answer everything, we may have to discuss it from the content of this video itself.
The theme of this "balloon head" video revolves around a man in a shirt with a yellow balloon as his head. The plot is quite philosophical: the Balloon Man's head is a plastic film that breaks when poked. But instead of being frightened and wasting his life, he bravely took risks and traveled to various places in the mountains and seas. The fact that he could die at any time would only make him appreciate all the good things he had right now.
Many up owners have also analyzed it. The biggest highlight of this video is, on the one hand, the coherence of the AI-generated picture, and on the other hand, the professionalism of the camera movement. They are all technical details that experts love to see. But many people have overlooked one important point, the so-called plot short film - who wrote the plot. (In fact, the publisher hinted that it was written by a human)
The first and most unavoidable topic is the impact of AI videos on the advertising industry. Looking at the entire film of "Balloon Man", we can see many possible commercialization possibilities. For example, the vulnerability of the protagonist corresponds to the beauty of life, which naturally makes people think of the security of life. Therefore, it is only appropriate that some "xx insurance" and "xx life" appear at the end of the film.
And is such a mature advertising script also written by AI? Obviously not. One of Sora's selling points is based on text generation. If such a mature script is also written by AI, then it will not be the film and television industry that will be finished first, but the OpenAI headquarters that will be besieged by the angry advertising industry guild.
Moreover, the film and television industry is an industry that has developed for hundreds of years, has mature rules, and has a strong voice. Before the arrival of AI, they had already used powerful competitors such as streaming media, self-media, and short video ecology for their own use. How can an AI tool used by people make the industry cease to exist?
Here comes the crux of the problem. Although sora itself is not enough to eliminate the film and television industry, its existence can indeed allow the entire industry to experience a reshuffle of content creation rights. And this type of content has already become a very obvious trend in the gaming industry, and its name is "ugc" (user-generated content). The characteristic of
ugc is that the creative autonomy is in the hands of the user. Whatever is popular is generated by the players themselves. In recent years, more and more game manufacturers have been cultivating UGCs intentionally or unintentionally, because they are more down-to-earth and more effective than the commercials that take a lot of time to produce. The only limitation on UGC production is that there are no exclusive tools.
NetEase’s “Ni Shui Han” mobile game brought a very good example this year. The AI video tool officially released by
this year has greatly enhanced the generation ability of UGC. According to the official description, "Fuxi Artificial Intelligence" can use the material library in the game through the player's text description. Use descriptions to generate characters, scenes, and even camera movements. It can even generate action materials that are not in the game by scanning real-person actions. It can be called the "sora" in the gaming industry.
You must know that this game has become popular all over the Internet since its launch last year, earning tens of billions in revenue. The high popularity has spawned a large number of UGC, and there are tens of billions of video views on the Douyin platform. The players converted from these traffics allow the official to retain players through people-friendly measures such as "6 yuan fashion" and "no hesitation, no krypton", so as to continuously expand influence and gain more business success.
In the past, when players in the game created UGC, they still needed to borrow a camera location, ask friends to help fix the points, and it took a long time to edit the camera. It brings a certain threshold to the production of ugc. And after this tool was launched.As long as you have an idea, a story, and an idea, the video will be generated directly. After the threshold is lowered, the number of UGC will definitely skyrocket.
And these UGC are also very consistent with the official operating strategy. For example, players take the initiative to promote the matching of "6 yuan fashion". It will make newbies want to get into the game, but when they get to the game, they will find that the fashion prices are really cheap. The reputation has come out.
The same goes for the gameplay. Passers-by see through ugc that the new version can reverse time and explore different worlds, so they naturally want to experience it. The more UGC releases, the more potential players there will be.
The same logic also applies to the film and television industry. The traditional film and television industry has a high threshold for advertising. Even if a self-media blogger accepts a commercial, it involves complex costs such as loss of shooting equipment, scene rental, and manpower. To make an advertising film, it takes time and careful consideration. The end result may not be all that down-to-earth either.
With the help of AI tools, advertisers can spread all their ideas. Generate a large number of various content short films in a short period of time. These contents are not objectionable by users, are cheaper, and have greater influence. When these ideas are incorporated into popular memes, they naturally blossom. This may naturally cause the traditional film and television industry, especially producers who have the ability to produce but lack creativity, to face a crisis. But it will also give rise to a new generation of advertisers who are good at using AI tools to make a living.
In short, AI tools themselves are tools. The tool itself is only as good as the user. I don’t know whether AI tools will bring convenience or trouble to you? Let’s chat together in the comment area?
