The groundbreaking use of generative AI in final film footage begs questions of the audience that are rooted in deep human psychology.
Netflix ’s recent use of generative AI to create a building collapse scene in the sci-fi show El Eternauta marks more than a technological milestone. It reveals a fundamental psychological tension about what makes entertainment authentic.
Traditional physical VFX requires legions of artists meticulously crafting mesh-based models, spending weeks perfecting each element’s geometry, lighting and animation. Even the use of CGI with green screens demands human artists to construct every digital element from 3D models and programme the simulations. They have to manually key-frame each moment, setting points to show how things move or change.
AI’s cost disruption is bewildering. Traditional VFX sequences can cost thousands per minute. As a result, the average CGI and VFX budget for US films reached US$33.7 million per movie in 2018. Generative AI could lead to cost reductions of 10% across the media industry, and as much as 30% in TV and film. This will enable previously impossible creative visions to be realised by independent filmmakers – but this increased accessibility comes with losses too.
Malgarini described working more like a documentary editor. He assembled “vast amounts of footage from different sources” rather than directing precise shots. The UK faces similar challenges, with the government launching a consultation in December 2024 on copyright and AI reform. This included a proposal for an “opt-out” system, meaning creators could actively prevent their work from being used in AI training.
CGI Cinema Film Generative AI Give Me Perspectiive Netflix Television VFX
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