Shekhar Kapur raised questions on Netflix-Warner deal, filmmaker said – AI changed the game
Desk. The news of Netflix buying Hollywood giant Warner Brothers has created a stir in the entertainment world at the international level. Discussions regarding this deal are intense in India also. Multiplex owners are worried that it might affect theatres, while famous filmmaker Shekhar Kapur is considering it as a sign of a deeper, technological and cultural changing world. While sharing the post on social media, he has tried to convey that the real meaning of this change will not be decided by the corporates, but by the common audience and AI.
According to Shekhar’s post, ‘People are believing that when big companies like Netflix and Warner Brothers get together, they can force customers to watch the content of their choice. But this thinking is wrong, because every person’s preferences are different. It is not easy for a company to tell what people would like to see. With the advent of AI i.e. Artificial Intelligence, this has become even more difficult, because with the advent of AI, now everyone’s preferences have become different according to them. Now even a single person can create great content with the help of AI – for less money. This means that big companies will no longer be able to force the audience to show things of their choice. 80% of the world’s population is currently away from big studios and good money and the real power will come from there in the future. That means the future does not belong to the corporates, but to the common people and the content created by them.
That is, in simple words, according to him, now it is not the companies but the people themselves who decide what kind of content they want to watch and if they wish, they can also create such content with the help of AI, hence this deal will not have much impact on the common people.
Shekhar Kapur says that when big companies invest crores and billions, they try to assess the audience’s preferences in the same way. He believes that big data, old content library and fast technology are the keys to the future. But according to Shekhar Kapur, this thinking is of old times. His argument is that the audience is not a crowd, but millions of people with different thoughts and it is almost impossible for any company to understand the wishes of every person.
The most important thing Shekhar Kapur said was that after the advent of AI, the playing field has completely changed. AI is giving power even to those who did not have big studios, budgets of crores and huge marketing machines. This means that now even a person can create a great script, excellent visuals, professional editing, strong characters – all with the help of AI at a very low cost. This is the reason why according to Shekhar, AI will reduce the power of big companies and increase the power of individuals.
With this post, Shekhar Kapur is pointing towards Hollywood, OTT and big studios, who till now have been considered ‘gatekeepers’ – that is, they used to decide which content will reach the audience and which will not. But platforms like TikTok and YouTube have shown that the world has moved towards personal creators. Short dramas and reels are all over the world today and with the advent of AI, this will become even easier.
Comments are closed.