American entertainment company Warner Bros. has announced signing a deal with LA-based AI startup Cinelytic on January 08.

Cinelytic claims that their AI tool can predict the commercial success or failure of the movies, which could be at assistance when making critical decisions about marketing or distribution, shared startup in the press release:

“[We] enable entertainment industry professionals to make faster, and better-informed, decisions…The platform reduces executives’ time spent on low-value, repetitive tasks and instead focuses on generating actionable insights for packaging, green-lighting, marketing and distribution decisions in real time”

Senior Vice President of Warner Bros. Pictures International Distribution Tonis Kiis has shared that accurate information will be beneficial for the engagement metrics:

“In our industry, we make tough decisions every day that affect what—and how—we produce and deliver films to theaters around the world, and the more precise our data is, the better we will be able to engage our audiences”

Startup offers the platform for general film project management, that aims to optimise “content development, financing, production, and distribution decisions,” reads the company webpage:

“Cinelytic is the only platform in the film industry that provides data, analytics and predictive intelligence in an integrated project management system, enabling companies to quickly, and consistently, inform critical decisions throughout a film’s value chain”

Moreover, it offers the predictive tool for talent management that ranks the potential candidates by their economic impact.

The details remain unclear, raising various questions on future AI system applications. Some Hollywood experts suggest that in case the AI system is built of historical data, it could be very biased. In any case, AI slowly grows its adoption rates in the entertainment industry, and with the giants like Warner Bros. joining the flow, the AI development growth is likely to rocket.

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