International journal of advanced smart convergence

  • 제10권4호
  • /
  • Pages.72-83
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  • 2021
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  • 2288-2847(pISSN)
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  • 2288-2855(eISSN)
한국인터넷방송통신학회 (The Institute of Internet, Broadcasting and Communication)
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A Study on the Predictive Analytics Powered by the Artificial Intelligence in the Movie Industry

  • Song, Minzheong (Department of Media Communication & Advertising, Hansei University)
  • 투고 : 2021.10.07
  • 심사 : 2021.10.13
  • 발행 : 2021.12.31
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초록

The use of the predictive analytics (PA) powered by the artificial intelligence (AI) is more important in the movie sector during the COVID-19 pandemic, because Hollywood witnessed the impact of the 'Netflix Effect' and began to invest in data and AI. Our purpose is to discover a few cases of the AI centered PA in the movie industry value chain based on five objectives of PA: Compete, grow, enforce, improve, and satisfy. Even if movie companies' interest is to predict future success for competing with over-the-tops (OTTs) at a first glance, it is observed, once they start to use the PA with the AI, they try to utilize the enhanced PA platforms for remaining four objectives. As a result, ScriptBook, Vault, Pilot, Cinelytic and Merlin Video (Merlin) are use cases for the objective 'compete.' Movio of Vista Group International and Datorama of Salesforce are use cases for the objective 'grow.' Industrial Light & Magic (ILM) and Geena Davis Institute on Gender in Media (GDI) with Disney are use cases for the objective 'enforce.' Watson, Benjamin, and Greenlight Essential are use cases for the objective 'improve.' Disney Research (DR) with Simon Fraser University and California Institute of Technology is the use case for the objective 'satisfy.'

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참고문헌

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