AMC Theatres has blocked an AI-generated short film from screening at its cinemas, amid an ongoing debate over the use of generative AI tools in filmmaking.
The short was slated to appear not in the exhibitors' program at AMC screens, but as part of pre-show advertising supplied through Screenvision, which provides content to AMC and other cinema chains. AMC told THR in a statement that the firm "was not involved in the creation of the content or the initiative and has informed Screenvision that AMC locations will not participate."
"For me, AI is not a replacement for creativity, but a powerful 'exoskeleton' for the imagination, enabling a single person to build entire worlds," Alferov said in a statement shared on the website.
The Frame Forward festival's jury included industry figures David Dinerstein, Richard Gladstein, and Julina Tatlock.
In a statement shared with THR, Joel Roodman, President & Head of Studio at the festival’s organizer MUS immersive, said that, “The traditional theatrical chains are vital to our cohesion as a society, and are duly cautious” adding that “they may be prudent, but it is important to MUS immersive that new and exciting films, filmmakers, cinematic language and spaces for these shared experiences continue to develop.” He added that the company plans to bring content to “our developing network of venues,” starting in New York.
Decrypt has reached out to AMC Theatres and Frame Forward Festival for comment.
Global reckoningThe AMC standoff arrives as the entertainment industry's fight over AI shifts from rhetoric to action.
"It's coming. It's already here. Don't deny it," McConaughey said. "It's not going to be enough to sit on the sidelines and make the moral plea that, 'No, this is wrong.' It's not gonna last. There's too much money to be made, and it's too productive. So I say: Own yourself. Voice, likeness, et cetera. Trademark it. Whatever you gotta do, so when it comes, no one can steal you."
