Top 5 in Tech: Runway's AI Animation, Netflix's Vertical Feed, ASC+
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Here's a quick roundup of the most significant developments in media and entertainment technology this week:
🎬 Runway brings traditional animation and AI together in groundbreaking pilot project
Mars & Siv: No Vacancy showcases how AI can enhance rather than replace human creativity, with animators Jeremy Higgins and Britton Korbel using Runway's tools to transform physical miniature sets into stunning space environments while maintaining artistic control. The six-minute noir-inspired detective series demonstrates AI as an assistant rather than replacement, with the team using Gen-4 for base animations that they then "reverse-animated" into unique puppet-style sequences.
📱 Netflix embraces AI and vertical video in major app redesign
The streaming giant is revamping its user experience with AI-powered search and a TikTok-style vertical video feed to boost content discovery. Users will be able to type natural, conversational phrases like "I want something funny and upbeat" to get personalized recommendations through an opt-in beta feature. The vertical video feed will allow mobile users to scroll through clips from shows and movies, tapping to watch full content, add to their list, or share with friends—all part of Netflix's strategy to adapt to changing viewing preferences.
🎥 ASC launches ASC+, transforming cinematography education
The American Society of Cinematographers has unveiled a subscription-based learning platform that makes exclusive expertise accessible to filmmakers worldwide. The platform's most anticipated offering is the "Behind the Lens" series launching summer 2025, which follows top cinematographers through entire production cycles with detailed technical explanations, lighting diagrams, camera plots, and rationales behind creative choices. The platform addresses knowledge gaps between traditional cinematography approaches and emerging virtual production technologies, potentially establishing new professional development standards.
💰 Trump announces 100% tariff on foreign films, then walks it back
President Trump has proposed a controversial 100% tariff on foreign-made films, claiming international incentives are causing American production decline and calling it a "national security threat." The White House has since clarified no final decisions have been made, with Trump stating "I'm not looking to hurt the industry" and promising industry consultations. The announcement reportedly resulted from a Mar-a-Lago meeting with Jon Voight, whose draft plan actually proposed a more targeted approach—a 10% federal tax incentive for domestic production, an American "cultural test" similar to the UK's, reinstating fin-syn rules for streamers, and a 120% tariff specifically on productions that could have filmed in the US but chose foreign locations for incentives.
🤖 Natasha Lyonne to direct AI-enhanced film ‘Uncanny Valley’
The Russian Doll and Poker Face star is making her feature directorial debut with a hybrid film combining live-action and AI elements, collaborating with writer Brit Marling and AI pioneer Jaron Lanier. The project will utilize Marey, a "clean foundational AI model" developed by Moonvalley, emphasizing ethical AI usage and creative integrity. Lyonne co-founded Asteria Studios with Bryn Mooser, positioning the company as a champion for ethical AI practices in entertainment, with the film's title suggesting thematic exploration of human-AI boundaries.
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