Every reporter: Du Wei, Wen Menghua, Bi Yuanyuan, Ding Zhouyang Every editor: Zhang Haini
Picture source: provided by the organizer
The exchange of words and sparks of ideas are flying. On the first day of the 26th Shanghai International Film Festival, an unexpected confrontation was fiercely staged at the maritime forum "When IP meets AI, opening up new horizons of light and shadow". This event was jointly organized by Daily Economic News and Shanghai Film The forum held injects a speculative atmosphere into the film festival.
When Yu Dong, chairman of Bona Pictures, elaborated on how he carefully created the "digital assets" of the movie legend Jackie Chan , Enlight Media chairman Wang Changtian frowned and said bluntly: "I am not convinced of this kind of 'false things are real' I have reservations about the technology. In my opinion, this is just another upgrade of existing software. Even without AI, we can achieve similar effects. After all, behind AI is human wisdom and creativity." After hearing this, Dong picked up the phone and said that he was unhappy without vomiting. "AI is indeed a tool, but it can transform characters into digital assets that are unique to the company and cannot be copied." "Mr. Wang, I invite you to attend the premiere of our " Legend " on July 12 Courtesy."
's outspokenness and frankness in this scene aroused warm applause from the audience. This is not the first confrontation between Wang Changtian and Yu Dong. As early as 2019, they made a sharp "speech" on the difficulties faced by Chinese film companies at a summit hosted by Daily Economic News. Nowadays, with the rapid development of AI technology, the film industry has also ushered in unprecedented changes. Film companies and film creators are all thinking about how to find their own position and direction in this change.
Well-known director Huang Jianxin, Shanghai Film Group Chairman Wang Jianer, Aishi Technology co-founder Xie Xuzhang, emerging director Zhang Mo and other industry leaders also joined the discussion. They also have confusion or expectations about AI. Standing at the intersection of film and television art and cutting-edge technology, they used their unique perspectives and insights to jointly explore how AI technology can bring new possibilities to the film industry.
From "Chinese Stories" to " Flowers " to the AI movie marathon competition, Shanghai movies become a "big IP" every year. Wen Da, chairman and editor-in-chief of Daily Economic News, said at the opening speech of the Maritime Forum that he, as a Old friends from Shanghai Film were excited and proud to witness this journey. "This year marks the 20th anniversary of the founding of Daily Economic News. The 4.0 version of 'One Person, One TV Station' will be launched soon to create more super individuals." Daily Economic News also joined hands with Shanghai Film to launch a high-profile "Large Model Movie Application Scenario Evaluation Report" project solicitation.
Wen Da picture source: provided by the organizer
Well-known director Huang Jianxin: In the future, we will not only use AI, but also talk, discuss and explore with it.
Huang Jianxin, a senior director, screenwriter and producer who has been active in the film industry since the 1980s Filmmaker and producer, his early work " dislocation " is a profound reflection on the relationship between future technology and human beings. In the film, the dislocated relationship between "robot" and "master" seems to have a richer practical significance in the context of the rapid development of AI technology.
Huang Jianxin pointed out that through AI technology, movies can complete special effects production, scene design, character creation and other tasks more efficiently and accurately. In addition, AI technology can also help filmmakers better understand the needs and preferences of audiences, thereby creating works that better meet market demand.
But at the same time, Huang Jianxin also reminded the industry that the rise of AI technology is not without challenges. In terms of perception and cognition, AI has surpassed humans, which makes individuals unable to compete with AI. In Huang Jianxin's view, the current film industry is still facing some misunderstandings, that is, some people think that AI is just a tool, but he believes that AI is not only a tool, but also needs to dialogue, discuss, and discuss with AI.
When talking about the problems faced by the film industry, Huang Jianxin mentioned the sluggish performance of the Dragon Boat Festival film market this year. He admitted frankly that the total box office of movies during the Dragon Boat Festival in 2024 was 383 million yuan, a new low in recent years, and the attendance rate was only 4%.In addition, the average age of Chinese audiences is rising, from 21 to 27.5 years old, indicating that fewer and fewer young people are watching movies. Against the background of rising ticket prices, the box office in May this year dropped by more than 500 million compared with the same period last year, and the number of moviegoers dropped by 30 million.
To a certain extent, this is also the duality of technological development: on the one hand, it opens up the imagination of film creation, and on the other hand, it also makes people's leisure and entertainment methods more diverse. When everyone can enjoy content with their mobile phones, filmmakers need more masterpieces to attract audiences to stay in the cinema.
Bona Pictures Chairman Yu Dong: Reappearing the 27-year-old Jackie Chan, an actor who is "ageless"
"AI technology is not the future, the future is already here, and AI is profoundly changing the pattern of the film and television industry." Yu Dong mentioned that Bo The film "Legend" just completed by Na Pictures is a typical example. In this movie, AI technology not only enabled special effects production that was difficult to complete in the past, but also used digital human technology to allow actors to complete more shooting tasks within a limited time, significantly reducing production costs. "In the past, an actor might need to shoot for nine consecutive days. Now with AI assistance, they can complete most of the shooting in only two days, which can significantly reduce the pay."
"Digital people are important digital assets." Yu Dong further said, "In "Legend", we have the digital assets of young Jackie Chan, which is equivalent to having an actor who will never age. Such technological breakthroughs make film production more flexible and also change the way actors work. Major changes."
Yu Dong explained that the application of AI technology allows movies to be modified before release, including scenes, characters, etc., which greatly improves the efficiency and quality of movie production. At the same time, AI technology has also greatly shortened the production cycle of advertising and animation, bringing more possibilities to the film and television industry.
"Legend", as an important work of Bona Pictures, not only continues the fantasy adventure theme of Jackie Chan's classic film "Myth", but also achieves a new visual presentation with the support of AI technology. In this movie, Jackie Chan and Zhang Yixing each play two roles, shuttling between modern dramas and ancient dramas. Among them, AI technology successfully restored the image of 27-year-old Jackie Chan, allowing the audience to see the young Jackie Chan on the screen again.
In Yu Dong’s view: “In the past, we often said that movies are a regretful art, but the emergence of AI technology has made movies no longer a regretful art.”
Wang Changtian, Chairman of Guangguang Media: The light of AI can never cover up the light of human nature
” I remember this time last year, we all happily believed that movies would undergo tremendous changes, and we held the key to the great changes," said Wang Changtian, chairman of Enlight Media, an old friend who has attended the forum hosted by the Daily Economic News as scheduled for seven consecutive years. : "Last year, I advocated that everyone in the company should use AI. I don't need to emphasize it anymore. Everyone consciously uses AI in their own work."
's one-year actual use gave Wang Changtian a new understanding of AI. Thinking.
Wang Changtian said that Enlight Media is the largest animated film production company in China, but currently it can only produce 1 to 3 animated films a year. The use of AI can increase Enlight Media’s animated film production capacity to 4~ a year. 5 parts. "I think AI can increase the industry's production efficiency by 30% and reduce production costs by 25%. This will effectively alleviate the industry-wide loss problem in film production and distribution and allow the industry to enter a virtuous cycle." Wang Changtian said.
However, Wang Changtian believes that the current level of AI should not be exaggerated. "At least in the film field, AI is still a tool after all. It can indeed provide some help in image design and dynamic storyboarding of animated films, but now this tool is still extremely immature, and it is far from being able to reach the screen projection in the film industry. "
In addition, Wang Changtian believes that the widespread use of AI will bring a large amount of homogeneous content, and the unique human aesthetics in film production will become a scarce resource. "Currently, AI still provides search and integration functions, and its unique creative capabilities cannot yet be achieved. The light of AI can never cover up the light of human nature."
When AI content explodes, IP is particularly important."IP can make your content stand out among similar products." Wang Changtian said, "So as an advanced production tool, AI will definitely bring changes to the film industry. But for this change, we still need to adopt a calm and objective attitude. Look at it. Don’t expect it to replace us humans. AI will never decide to make a product on its own. Humans have to make this decision, and it can’t do it.”
Wang Jianer, Chairman of Shanghai Film Group: Investment in AI is already over. One thing that can’t wait
Speaking of the birth of sora at the beginning of this year, Wang Jianer clearly remembers that it was the seventh day of the Lunar New Year.
"The emergence of sora made the entire industry excited." He recalled, "We spent 14 days on emergency consultations and discussions. Shanghai Film quickly responded to the AI wave and took the lead in laying out the new strategy of 'inew', 'ipai planet', and Chinese animation. "The large model of the Chinese animation school is an important development direction of Shanghai Art Film. We use the rich Chinese animation IP resources and data resources to accelerate training and research with the underlying AI technology," said Wang Jianer of
. The AI model with Chinese cultural characteristics is a topic that Shanghai Film Group is currently planning. We hope to speed up the integration of various production factors in the next step and strive for phased results."
In his view, although the current AIGC is still in the early stages of a big explosion. , but the footsteps of the future can already be heard. He emphasized that in the AIGC era, only by entering can we break the game, and by accelerating layout, we can gain the upper hand. In the direction of AI, we cannot wait to invest in planning and promote some goals in stages.
Starting from 2024, Shanghai Film will accelerate the empowerment of AI in content creation, film and television production and other businesses by leveraging the upstream resources of the industry chain and integrating cross-border capabilities. For example, Wang Jianer strives to use AI technology to increase the development of IP within three years, so that the total retail sales of AI-related extended products will exceed 10 billion yuan, and more than two classic IPs will be awakened every year.
Director and screenwriter Zhang Mo: Training AI is to save time for the future
"I think artificial intelligence is an inevitable trend." At the beginning of his speech, Zhang Mo admitted that his previous films did not fully involve artificial intelligence, "but my latest one The movie " rescues the suspect " uses AI to make English subtitles. In the past, you had to find a specialist to make English subtitles for movies. It might take 10 days for the person to give you a draft, and you had to polish it again. Not only was it expensive, but there was also a time difference. and communication issues.”
When Zhang Mo tried using AI to make subtitles, he found that it was very efficient. "I input the entire script into AI, and it took about 20 minutes to generate subtitles for the entire movie, and the translation was quite accurate."
Zhang Mo, who was born in the 1980s, has attracted market attention due to his reputation as a second-generation director. . In 2011, Zhang Mo entered the public eye as the assistant director of "Jinling Thirteen Beauties". The Beacon Professional Edition shows that so far, Zhang Mo has participated in four important films: "Jinling Thirteen Hairpins", "28-year-old underage ", " Sniper " and "Rescue the Suspect".
After tasting the "sweetness" of artificial intelligence, Zhang Mo immediately learned other artificial intelligence software, "including creating scripts or outlines. I may suddenly have an inspiration in the middle of the night, and I will let AI help me complete it."
But as he used it, Zhang Mo discovered some problems that came with it. "AI is very efficient in terms of technology, such as translating languages, but when I let it create, I find that it always makes little sense. The scenes written by AI are often a bit familiar. I spent a whole night talking to AI, which is not as good as Write it yourself."
Facing the wave of artificial intelligence, Zhang Mo showed an attitude of both curiosity and prudence. She said with a smile that training AI is an interesting learning process. Although the procedure is cumbersome, it is to save time in the future. Zhang Mo believes that the application of AI technology in film and television production will greatly reduce costs and reduce reliance on traditional photographers and lighting engineers, thereby promoting innovation in the entire industry.
Xie Xuzhang, co-founder of Aishi Technology: ai videos have not yet been truly popularized by all creators
With the "east wind" of aigc, the field of large models is blooming, and the video generation large model track has domestic Internet giants ByteDance, Kuaishou, and AI start-ups Enterprises and other capitals are rushing to deploy. Since the beginning of this year, from Sora, which shocked the industry at the beginning of the year, to the recent launch of Kuaishou’s “Ke Ling” large video generation model, which has sparked heated discussions, competition on the video generation track has once again become a new focus in the market.
As the leading company in the AI video generation track, Aishi Technology also bet on this track earlier. Its video generation large model product pixverse is not only widely used, but it is also the domestic AI video generation product with the largest number of users. For example, director "Xianren Yikun" used pixverse to create the Chinese fantasy film "Mountains and Seas: Strange Mirrors: Chopping Waves", which has become one of the most played and influential AI videos in China.
Although Aishi Technology is a young company, it has been deeply involved in the industry for many years. Xie Xuzhang, co-founder of Aishi Technology, observed that the proportion of AI as a whole in all video content is currently very small. "Whether it is the consumer side, the creative side, or the creative side, the total amount of videos created by AI around the world is probably in the order of hundreds of millions, and the amount of videos created by humans in the world in a day may be hundreds of millions."
"Video is currently the most popular way to transmit information. One of the main media carriers, it is not only a piece of content, but also a huge business ecosystem. In the video, you can not only watch content and stories, but also do business, live broadcast, and do local life, etc. We believe that video will be the biggest business opportunity in the entire field of AI generation," said Xie Xuzhang.
In his view, AI video is still in its early stages and has not yet been truly popularized in the content consumption of all creators. Although this track is developing rapidly, it still has a long way to go.
Mao Dun Literature Award winner Sun Ganlu talks about the adaptation of "A Thousand Miles of Rivers and Mountains": leave professional matters to professionals
At this forum, Wang Jian'er also released the new film list of Shanghai Film Group, including "Chinese Tales" The first animated film "Little Monsters' Summer: Once Upon a Time in Langlang Mountain" will be released in the summer of 2025. It is adapted from the novel of the same name by Sun Ganlu and directed by Chen Sicheng's "A Thousand Miles of Rivers and Mountains", and "Snow Dragon" directed by Zhang Mo wait.
Among them, the highly anticipated "A Thousand Miles of Rivers and Mountains" also announced the director and other information for the first time in the world. The film will be directed by Chen Sicheng and Zhang Yi will serve as the screenwriter. At the scene, Sun Ganlu, the original author of "A Thousand Miles of Rivers and Mountains" and winner of the Mao Dun Literature Award, also learned for the first time that the film adapted from the novel would be directed by Chen Sicheng.
Image source: Provided by the organizer
"Maybe it's different from other authors. My novels range from TV series, plays, radio plays, Pingtan and musicals that are still ongoing. I have not participated in any of the adaptations." Sun Ganlu said frankly. , there is an old saying in China that every line is like a mountain. Although I am a movie fan and like to watch movies, professional things still need to be done by professionals.
"I am a fan of Teacher Sun Ganlu." As the director of the movie "A Thousand Miles of Rivers and Mountains", Chen Sicheng said frankly when asked if he felt pressure: "It's okay. Because work will face various pressures all year round, and pressure is very important for It seems to be something we need to face every day, and we have been able to face it with a very peaceful mind over the years.”
In Chen Sicheng’s opinion, movies are as good as movies, and dramas are as good as dramas. The greater difficulty in creating this time is that there are many characters in this novel and the plot is very vast. How can we extract it more wonderfully?
"I particularly like the fireworks of Shanghai described by Teacher Gan in the novel. Although I am a child from Northeast China, I have some very important connections with Shanghai, which makes me full of feelings for it. I think I can I am still confident that it has captured Teacher Sun Ganlu’s deep emotion for this city,” said Chen Sicheng.
Large Model Movie Evaluation "Solicitation Order" Guangfa Hero Post: Looking for the "AI Oscar"
After the wonderful collision of ideas by Yu Dong, Wang Changtian, Wang Jian'er and other guests, the "Large Model Movie Application Scenario Evaluation Report" (hereinafter referred to as the "Report") project The launch of the collection will push this maritime forum to its highest peak.
The "Report" "Solicitation Order" was sounded by the Daily Economic News together with Shanghai Film, aiming to deeply explore the application potential of domestic large-scale models in all aspects of the industry chain such as film production, production, distribution, and screening, and provide opportunities for the film and television industry. Inject new impetus into sustained prosperity.
Today, as the film and television industry moves toward intelligence and digitization, an objective and accurate evaluation report is particularly critical. It can not only promote the widespread application and continuous optimization of large model technology, but also provide solid support for the prosperity and development of the film and television industry. The "Report" is based on this background and demand. It will use scientific methods and a rigorous attitude to ensure the authority and persuasiveness of the report. The "Report" will be comprehensively evaluated through eight dimensions: technical capabilities, application scenarios, user experience, ease of operation, economic benefits, market acceptance, social impact, and safety and compliance, as well as quantitative analysis, qualitative evaluation, and case studies. Three major methods are used to comprehensively and in-depth evaluate the application of domestic large models in the film and television industry.
"Report" not only provides valuable reference for film and television production personnel, but also points out the direction for the further development of large models. As one of the collectors of the "Report", Daily Economic News hopes that domestic large-scale models will actively participate in the evaluation. This is not only a demonstration of its own technical strength, but also a contribution to the innovation ability of the entire film and television industry. "We look forward to seeing more domestic large-scale models being used in the film and television industry to promote the entire industry to develop in a more intelligent and efficient direction."
Daily Economic News
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