The future of Hollywood belongs to people, not machines. In the midst of the ongoing Writers Guild of America strike, various developments have been taking place both in the industry and the natural world. While the picketing writers focus on their cause, a chaotic situation is unfolding at sea. Orca whales have been gathering in unprecedented numbers, launching attacks on vessels since 2020. These intelligent creatures are learning to disable powerful boats, leading to disruptions in the ocean, reminiscent of the business world. As the strike continues, other unions, including the Screen Actors Guild, UPS workers, and Los Angeles Unified School District employees, are joining forces. Even Sega of America is becoming the largest union shop in the gaming industry.
The American economy has always been speculative, constantly seeking out new areas of potential growth. With traditional realms conquered, the remaining promising territory lies in affinity-based industries such as online platforms, virtual realities, and transmedia franchises. However, as these industries push forward, the question arises – can the vendors of vaporware effectively run a dream factory?
John Rogers, the creator of popular TV series like Leverage and The Librarians, believes that the future of entertainment will shape the future of everything. He warns of houses of cards collapsing as the fragile foundations of modern cultural production become exposed. The landscape of cultural construction and consumption has already been dramatically altered by transformative technologies. One of the groundbreaking moments occurred a decade ago when Netflix released House of Cards, setting a new precedent for digital content distribution. Now, in 2023, Hollywood unions are preparing for the potential impacts of generative artificial intelligence (AI) in film and scriptwriting. However, AI’s influence on the industry is only one aspect of the extensive changes technology has brought to the cultural realm.
I had the opportunity to speak with numerous entertainment professionals, ranging from production designers to those in the adult industry, about the potential revolutions awaiting culture. They discussed how the move fast and break things mentality that propelled digital platforms also led to a consolidation of power, surpassing the influence of Hollywood’s Golden Age producers.
In 2020, the Paramount Consent Decrees were overturned, allowing any US studio with sufficient capital to regain control over their own movie theaters. This resurgence of power sparked intense negotiations between Hollywood studios and unions like SAG. One of the most divisive issues in these discussions has been the use of AI in filmmaking. Concerns among actors are rising, with references to the dystopian show Black Mirror and fears of their likenesses being sold and used without consent by producers and studios. Additionally, the Writers Guild of America is demanding residuals based on views from streaming platforms like Netflix, similar to the royalties received from syndication on broadcast or cable networks.
While the strikes continue, there is a genuine fear among striking writers that studios may replace them with AI chatbots, a development already observed among fanfic writers who have noticed bots emulating their writing styles.
As the future of Hollywood hangs in the balance, it is clear that the industry must find a way to address the concerns of its workers. The strike reflects a deep desire for fair compensation and recognition of the significant contributions made by artists, writers, and actors. The outcome will shape the trajectory of an industry heavily influenced by technology and the ever-changing landscape of cultural consumption.
The story of Hollywood’s future is still being written. Will it be a future in which AI reigns supreme, or will the voices and creativity of human beings prevail? Only time will tell, but for now, the picket lines remain steadfast, demanding a fair share of the industry’s success.
