“IoT” is a curse expression in Hollywood, whispered only at CinemaCon 2024 after a certain amount of rum. It was quite an event in Booth #2618A on the trade show floor.
Indy Cinema Group, a British-born business with a focus on Yosemite, stood out as the sole company bold enough to showcase its AI innovation in Las Vegas during the bustling CinemaCon 2024.
The Indy application, created by a former aviation engineer turned theater owner named Keith Walker, aims to revolutionize the multiple computer systems currently utilized by movie theaters. While Indy facilitates transactions for tickets and concessions, its true power lies in data analysis. This technology simplifies and enhances the upselling process for loyal customers, streamlining operations for staff members.
Indy’s capabilities extend to understanding customer preferences regarding movie choices, snacks, beverages, seating preferences, and even their tolerance for waiting in line for snacks like Twizzlers. This data empowers theaters to make informed decisions such as adjusting showtimes or optimizing concession offerings based on customer behavior. With each decision made, Indianapolis’ AI system dynamically adjusts various factors, including projected financial statements based on the theater’s customer demographics. It provides a comprehensive solution for managing a movie theater with just a single click.
Despite the monthly cost of Indy amounting to a few thousand dollars, the company asserts that the resulting savings will offset these expenses over time. This could translate to increased revenue from popcorn sales, which yield significant profits, and a more efficient workforce, addressing the inefficiencies in the industry. Given the increasingly competitive landscape of movie theaters, every strategic change, display choice, and showtime scheduling becomes crucial for success.
While some attendees at CinemaCon 2024 expressed reservations about AI, with Muhammad Ansari humorously mentioning his directorial debut spurred by OpenAI’s Sora, others like Charles Rivkin, the CEO of the MPA, were actively engaged in discussions about AI’s impact on the entertainment industry. Rivkin emphasized the importance of ensuring that AI adheres to copyright laws, especially in the context of digital reproductions of individuals.
The MPA advocates for maintaining the current stance on AI-generated content and urges Congress to approach legislation carefully to prevent unauthorized use of individuals’ likenesses. While protecting artists and their intellectual property is paramount, there is a delicate balance to strike to avoid unintended consequences that might stifle creativity or expression.
Rivkin underscored the need for clear definitions within the law to safeguard against potential restrictions on artistic freedom. He highlighted concerns about potential implications for productions like “Forrest Gump” or digital shorts from shows like SNL or “South Park.” The primary goal is to protect creators while allowing for innovation and artistic expression without unnecessary constraints.
