AIGC Poster Creation Unit Surprisingly Appears at the Shanghai International Film Festival

Tech 2023-06-10 17:59:44 Source: Network

16 days, 4 films, 586 posters.On June 9, the AIGCposter creation unit specially added in the Metaverse Experience Roadshow Center Film Poster Exhibition of Shanghai International Film and Television Festival received 586 AIGCposter works after 16 days of solicitation

16 days, 4 films, 586 posters.

On June 9, the AIGCposter creation unit specially added in the Metaverse Experience Roadshow Center Film Poster Exhibition of Shanghai International Film and Television Festival received 586 AIGCposter works after 16 days of solicitation. After being reviewed by the professional jury composed of China Film Arts Association, Ali Film's Orange Studio and film producers, 36 high-quality AIGCfilm poster works were displayed in the Metaverse Experience Roadshow Center of Shanghai International Film and Television Festival.

This is another iconic event in the Chinese film industry's "AI+Movies" since the popularity of the GPT concept. This film poster exhibition has established an AIGCposter creation unit, showcasing the industry's open attitude towards embracing AI. This is also the first time that Orange Studio, a film material company under Alibaba Pictures, showcases its creative concepts and application achievements in the AIGCfield to the public.

The market popularity of the GPT concept remains high, and the domestic market has engaged in a fierce arms race based on the big model track. All industries are promoting business form reform in the AI2.0 era. In the field of content creation, "AI+film and television" is considered by the market to be one of the fastest industries to land.

AI has gradually become the focus of attention in the film industry and one of the hotspots of this year's Shanghai International Film Festival. The Marine Film Poster Exhibition, organized by the China Film Arts Association, the Institute of Physics, the lighthouse and the Orange Studio of Ali Film, adopts the offline+online dual space play method. Compared with the traditional form of single line and offline poster exhibition, it is the first time to open the cloud interactive mode of the Metaverse Space Exhibition, and together with the Shanghai International Film Festival, it launched the AIGCFilm Poster Creation Contest. The creators were invited to be "Lost She", "Broken Bridge" AIGCposter creation for four films, including "Dragon Horse Spirit" and "Wild Horse Split Mane". Numerous excellent poster design teams, designers, and netizens use AIGCtechnology to create movie posters, exploring the diversity and infinite possibilities of artistic expression.

The continuous popularity of the GPT concept has sparked widespread discussions on AI refactoring in various industries, and AIGChas entered the field of film production. Regarding this, Huo Yanxiao, President of the China Film and Art Society, stated: AIGCtechnology has already had a promoting effect on the film industry, but there is still a lot of room for iteration and upgrading. AIGChas a great help in positioning future aesthetics and conveying some concepts of traditional Chinese culture. As designers, they need to combine their own artistic judgment and aesthetics to use it, and to combine technology and art to achieve the highest level of AIGCcreation

AIGCEmpowering the film and television industry

Movie posters are the most common creative material in the film promotion process. According to data from the Lighthouse Professional Edition, between 2018 and 2019, a total of 13304 posters were released for 1171 new films, with an average of 11 posters per film. Between 2020 and 2022, a total of 8425 posters were released for new films over the past three years, with an average of 8 posters per film. In the actual promotion process, it also includes various marketing posters and stills posted on social media platforms, and the design workload is very large. The emergence of AIGCundoubtedly improves creative efficiency and provides new solutions for poster production and marketing.

Xiao Yin is a designer at Orange Studio who has been using AIGCto create movie posters for some time. She has her own understanding of the interaction of AIGCand often ponders how to "feed" AI and the skills of human-machine interaction prompts. She feels the feedback mechanism of communication between prompts and AI to better understand her own demands. The poster created by Xiao Yin for "The Disappearing She" has over 90% of the screen generated by AIGC. As a productivity tool, AIGCsaves most of the execution time, thus leaving more time for creativity and conceptualization. Xiao Yin has a new definition for her job as a 'creative design+language trainer'.

We have already used AIGCtechnology for creative production on multiple projects, and AIGChas significant advantages in creative diffusion and execution efficiency, which can save designers a lot of time and energy, "said Wang Tengliang, the manager of Orange Studio, At present, Orange Studio has fully introduced the application of AIGCtechnology. On the one hand, it further improves the work efficiency of designers through AI tools, and on the other hand, it also hopes to use the characteristics of AI to assist designers, break through thinking boundaries, and collide with more creative possibilities. Orange Studio was born in an internet company and has always had a sensitive sense of new technology applications, It is also one of the earliest teams in China to attempt to use AIGCtechnology for film material creation.

Embrace AIGCPromote the industrialization of film and television

The development of AI2.0 is expected to comprehensively promote the upgrading of the film and television industry chain. Through AIGC technology, the efficiency and quality of film production and promotion can be greatly improved, and costs and risks can be reduced. For example, through AIGC technology, diverse materials such as movie posters, trailers, and stills can be quickly generated to meet the needs of different platforms and scenarios; AIGC technology can also be used to assist in film script creation, character design, scene construction, special effects production, and other aspects, improving efficiency while increasing creativity and imagination.

Whether AI will replace humans is also a focus of market debate. In this regard, Hairui, a designer at the Film and Television Materials Research Institute, believes that AIGC and humans are more cooperative: "AIGC technology can greatly improve production efficiency and reduce production costs. At the same time, it also stimulates more inspiration for creators, making the visual effects of the project more outstanding. We should find a more tacit cooperation way with this partner in actual projects

The combination of AIGC technology and film and television industrialization aims to improve the production efficiency of various chains. In the field of content creation, we often place more emphasis on the human factor. Technology is people-oriented, and AIGC's development goal is not to replace people, but to liberate human productivity and creativity from traditional models by reducing costs and improving efficiency, so that more creators can focus on content creation, "said Li Jie, President of Alibaba Pictures, The efficiency of AI lies in its certainty, the charm of the human brain lies in its creativity. The content industry needs certainty to reduce costs and improve efficiency, and more importantly, creativity to explore the distance

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