Amazon · CNBC Technology
How a new Amazon-backed Hollywood production firm deploys AI for speed and cost-cutting
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At a time when Hollywood is torn between fear of artificial intelligence stealing jobs and the pressure to cut costs, a new kind of hybrid production studio is launching with the latest AI tools.
Key facts
- Los Angeles County has lost over 40,000 entertainment industry jobs since 2022, with production activity in the city sinking to the lowest level since 1995
- Everything is down by 25% to 35% compared to pre-COVID
- Valued at over $4 billion, Luma has a new agent tool that brings together multiple AI generation services into a collaborative workspace
- Innovative Dreams is a new production services company, backed by Amazon Web Services and Luma, a generative AI startup, that combines cameras and a giant LED wall on a soundstage with tools to apply
Summary
Innovative Dreams is a new production services company, backed by Amazon Web Services and Luma, a generative AI startup, that combines cameras and a giant LED wall on a soundstage with tools to apply AI from pre-production, to shooting, into post-production. "We visually design and explore the world, then we take the footage that we filmed and start mapping that performance capture to these digital assets," CEO Jon Erwin explained. Innovative Dreams was born of Erwin's production studio, Wonder Project, after he used AI to produce historical scenes in far-flung locales for its biggest show, “House of David.” (The show is available via Amazon Prime Video.
"It was a game-changer in House of David, so we came back from that experience thinking that other people must have been doing the same thing," Erwin said.