With the rapid development of AI technology, generative AI is accelerating the reshaping of the media and entertainment industry.

Amazon Web Services believes generative AI is a watershed technology for the media and entertainment industry, automating processes that used to be manual, traditional. Amazon Web Services incorporates the capabilities of generative AI into its solutions to support industry innovation. In addition to content creation and chatbots, Amazon Web Services is exploring more generative AI applications with customers, such as media asset monetization, image quality improvement, media supply chain, and search. With the help of Amazon Web Services, the actual results of industry-based generative AI applications are emerging, such as generating virtual production backgrounds and shooting environments based on text prompts, and pre-visualizing camera positions and lighting settings to build more detailed production plans.

Amazon Web Services offers a wide range of media and entertainment industry solutions and services tailored to media and entertainment companies by combining services, solutions, and partner solutions with key industry solutions, including content production, media supply chain and archiving, broadcast, direct-to-consumer and streaming, data science, and media asset monetization. These solutions and services save customers time and money while allowing them to innovate with cloud computing technology. With Amazon Web Services, media and entertainment companies can choose the right tools and partners for their workloads to bring production to life faster and achieve a faster return to value.

In the southwest corner of the Amazon MGM Studios campus in Culver City, California, lies a hidden door to a magical universe. Gently push open the giant door, and you can travel freely through many scenes in an instant, from the sun-drenched stadium of 80,000 people, to the quiet, cold, twilight of the northern forest, to the most fantastical and magnificent imaginary world in your mind. The door is tall enough for a giraffe to walk into, wide enough for two elephants to walk side by side, and at its end is Stage 15, a pioneering production space that spans 34,000 square feet. Here, creators are skillfully leveraging Amazon Web Services technology to create a brilliant future of film and television production.

"From the silent film era to the golden years to the new millennial wave, our industry has undergone countless changes," said Gretchen Libby, industry director of media entertainment, games and sports at Amazon Web Services. ”

Stage 15 dates back to 1940. It has been the birthplace of many classic film and television productions, including the well-known series "Batman" and "Star Trek". At the beginning of 2020, it underwent an unprecedented transformation, transforming from a traditional filming location to a giant stage with cutting-edge virtual production technology.

Stage 15 has a 46-foot-high ceiling and a massive drum-shaped wall with a diameter of 80 feet and a height of 26 feet, enclosing a 130,700-cubic-foot interactive space. Consisting of 3,000 LED panels and 100 motion-capture cameras, the LED stereo wall can quickly change lighting and backgrounds, reducing the need to rebuild the stage, allowing the production team to shoot in consistently suitable lighting, or change the time, weather, or other factors at any time depending on the script. Powered by Unreal Engine technology, the background of the three-dimensional wall is interactive, controllable, and operable, allowing actors to perform in an immersive environment.

"In the past, green and blue screens were technological innovations, but now, with the support of Amazon Web Services, Stage 15's LED walls are interactive and controllable, so that actors can no longer rely on their imagination to perform in front of an empty screen," says Libby. This technological innovation has helped us create a whole new world. ”

Amazon Web Services' leading trends in media and entertainment, such as the widespread use of generative AI, the upgrade of personalized viewer experiences, and the rise of live content in the cloud, are all perfectly reflected in Stage 15.

"The global VFX team at MGM Studios is always committed to innovation and building new solutions based on past production experience to address a wide variety of challenges," said Chris Del Conte, Global Head of VFX and Virtual Production at MGM Studios. ”

MGM Studios partnered with Amazon Web Services to develop and optimize workflows from shoot to upload to Amazon S3 storage services. Every frame is uploaded instantly, ensuring the security of video assets and improving productivity. Creative teams can access assets in real-time, enabling instant capture, greatly improving post-production collaboration efficiency, shortening file transfer times and reducing lag.

"Today, thanks to the computing power, speed, reliability, and innovation empowered by cloud computing, studios can attract uniquely talented artists from across the globe to ensure on-time productions." "Technology has always been a part of the media and entertainment industry – an industry that not only embraces technology, but also pushes technology forward," Libby said. ”

Historically, artists have had to wait long nights or days to see what the file will look like when rendered, or even minor changes in simulations or special effects. Creators can now see results in real-time, allowing them to iterate faster, save costs, and keep the creative process flowing.

Stage 15 also includes a "sandbox" lab, a two-story building located inside the stage. It is versatile and can be used as a virtual set exploration space, a performance capture area, a technical exploration space, and a green screen stage, where close-ups can be layered onto larger LED walls. Other facilities at Stage 15 include a smaller LED stage, a moving LED wall, camera tracking, engineering workshop, and more.

"Amazon Web Services is working with customers and partners to explore new boundaries in filmmaking through technologies such as virtual production, cloud rendering, and generative AI," said Katrina King, Global Strategy Officer, Content Production, Amazon Web Services. Now, with virtual production technology and innovative stages like Stage 15, every moment is a 'magic moment'. ”

"In the past, only large companies could afford the computing power or 'server clusters' needed to make their vision a reality," says Libby, "and with Amazon Web Services, production companies of all sizes can access computing power and services on demand and pay only for the resources they use." ”

"Amazon Web Services is helping media and entertainment customers of all sizes bring their ideas to life faster and more freely," Libby added. Our goal is to help studios, broadcasters, special effects studios and production companies save time and money through technological innovation to bring unique sounds from around the world to every audience. ”

In addition, Libby and Katrina shared five trends in the media and entertainment industry that Amazon Web Services has observed:

First, generative AI is accelerating the reshaping of the media and entertainment industry. In addition to content creation and chatbots, Amazon Web Services is working with customers to explore more generative AI applications, such as media asset monetization, media supply chain, and search.

Second, there is a rising demand for cloud-driven real-time content production, especially in the field of live sports events. In the cloud, match data and footage can be analyzed in real-time, allowing organizers to provide fans with an innovative viewing experience.

Third, the media and entertainment industry is increasingly focusing on sustainability. Cloud technology can reduce the carbon emissions generated by on-location shooting, allowing production teams to process their captured content in real time in the cloud, reducing the production team's reliance on on-site support and minimizing carbon emissions.

Fourth, provide more personalized options for the audience. Using generative AI and other cloud services, video platforms can more quickly deliver personalized content to viewers to attract more users, such as helping users find more movies featuring actors they're interested in, creating ads that are more relevant to what they're watching, and more.

Fifth, the possibilities of content production are endless. Previously, production teams were constrained by weather, travel, and time of day, with only a few brief periods of the day in natural light ideal for filming, and missing them would have delayed progress. Today, with virtual production and virtual studios like Stage15, any time of day is a "golden hour".

Technology is playing the role of "change enabler", and Amazon Web Services will continue to explore innovation possibilities with customers and partners to promote the continuous progress of the media and entertainment industry with technology.

disclaimer

The aforementioned Amazon Bedrock is only available in Amazon Web Services regions outside of China, and is currently unavailable in the Amazon Web Services China (Beijing) Region or Amazon Web Services China (Ningxia) Region. Amazon Web Services China only selects and recommends this service to help you understand the cutting-edge technology of the industry and develop overseas business.

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