Toolbox for Blockchain and AI in Business Innovation:
A Practical Guide for Film Professionals
Introduction
by Regitze Mai Møller and Ditte Brunø Søndergaard
What is a toolbox?
This toolbox is a set of guidelines, case studies, and practical resources designed to help professionals in the European film industry navigate innovation in an evolving digital context. It offers clear, evidence-based guidance, encouraging informed and responsible use of emerging technologies.
Target Audience
The toolbox is intended for film producers, production companies, and creative professionals seeking to understand and apply new tools for artificial intelligence and blockchain technologies.
Content
The toolbox highlights findings from across Europe on how producers are already integrating digital innovation into their work—examining the ethical and practical use of generative AI, the experimentation with new business and financing models, and the evolving landscape of blockchain. It provides practical recommendations for smaller film territories, outlining ways to adopt innovation responsibly, and showcases emerging tools and best practices that improve transparency, efficiency, and creative freedom within film production.
The 2025 European Media Industry Outlook warns that Europe’s media ecosystem faces growing technological and commercial pressures from dominant global players, uneven digital infrastructure, and lagging investment in AI and content innovation. To thrive, European AV creators must embrace strategic tech adoption.
This toolbox aims to strengthen the European film ecosystem by connecting research, policy, and professional practice – helping producers make confident, informed decisions in order to meet the demands of tomorrow.
Blockchain for the Film Industry
with contributions by Indrek Ibrus, Madis Järvekülg, and Yannick Slater
Recommendations for film producers and production companies:
The recommendations below are based on the findings in Blockchain’s Role in Transforming Europe’s Film Industry — CRESCINE: A report on the companies and services that have experimented with blockchain for the film industry. These are the combined recommendations, which could act as guidelines in the daily work of film professionals.
Explore rights data registries/repositories early
Keep an eye on emerging open rights data registries, repositories, and marketplaces (e.g., Content. Agent, Valunode). Joining such systems early can simplify licensing, cross-border sales, and future participation in modular “blockchain-ready” rights data infrastructures.
Look out for emerging B2B information exchange platforms
Platforms like Filmconnect can provide search, matchmaking, and social review functions for finding trusted co-production partners and hold the potential to grow into effective rights and revenue management tools.
Discover services for automated revenue management
Platforms like Filmchain and Blockframes are developing automated methods to simplify revenue distribution. Producers can test these tools to reduce admin and compliance costs, speed up payments, and improve transparency with co-producers, talent, and investors.
Experiment with token-based financing
Non-profit crowdfunding hubs like Decentralized Pictures can help generate capital and audience engagement. Film projects like Calladita show that it is possible to fund an independent film through NFT (non-fungible token) collectibles.
Consider tokenization to induce participation
Beyond financing, NFT campaigns can engage film fans in a collaborative effort of marketing and decision-making in film development. This can create loyal, invested communities and generate early buzz for niche or culturally specific stories.
Be mindful of emerging decentralized distribution and streaming services
Decentralized streaming and distribution platforms like White Rabbit and Myco hold the potential to surface content that mainstream streaming platforms overlook. They can reach niche audiences in untapped markets and diversify revenue streams.
Prioritize metadata and copyright knowledge
Adopt industry-standard identifiers (ISAN, EIDR, ISCC) and maintain clean, accurate rights metadata about film projects. This will help unlock the potential of new technologies like blockchain, increase discoverability on licensing markets, reduce clearance friction, and ease integration with future rights data repositories.\
Track developments in shared EU-wide infrastructure and funding measures
Stay informed about the effect of EU data policies on creative industries, infrastructural developments like European Blockchain Services Infrastructure (EBSI), and regulatory conditions for crypto-assets (MiCA). Legal clarity is critical for the broader adoption of blockchain in the film industry.
Source: Blockchain’s Role in Transforming Europe’s Film Industry — CRESCINE
Insights from case studies:
Key insights from case studies made on a selection of tools:
1. Content.Agent & Valunode – Open rights data registries and repositories
Towards an EU-wide open rights data infrastructure
Content.Agent (Austria) and Valunode (Estonia) are envisioning and developing interoperable rights data infrastructures to improve licensing practices that currently depend on siloed proprietary databases.
The idea: a comprehensive, shared, distributed, interoperable, and accessible database of up-to-date rights data could feed B2B marketplaces with high-quality resources, enhancing trust among stakeholders in the film industry
Potential benefits: increased content visibility, improved business efficiency, and reduced transaction and compliance costs
Report insights: “If such an open, modular marketplace were to emerge, it would particularly benefit SMEs by improving their access to the licensing market, which is currently dominated by major catalogue owners.”
“In a way, the function of these companies is to equip the industry with ‘blockchain-ready’ data models, preparing it for broader adoption of Web3 and AI technologies in the future.”
2. Filmconnect – A database of EU-funded projects and companies
Towards a business platform with social features to help find trusted co-production partners.
The idea: A B2B information platform for producers featuring search, matchmaking, and social review functions to help them find trusted co-production and business partners in foreign countries.
Potential benefits: Reducing the risks of collaborating with unfamiliar partners.
Report insight: “All producers can review their past collaborations. So if they had a good experience with their former co-producers, they can say that, and they can also leave a public review if they had a bad experience.”
3. Filmchain & Cascade8 (Blockframes) – Services for automated revenue management
Towards more effective revenue management.
The idea: Blockchain technologies could help facilitate transparency, automation, and compliance, thus reducing the complexity of revenue allocation.
Potential benefits: Lower costs of film revenue collection and distribution, compliance with the copyright directive, quicker payments
Report insight: “Despite the relative success of blockchain-based applications in cryptocurrency markets up until 2021, our insights indicate that blockchain adoption in film revenue management has remained limited.”
4. Calladita & Decentralized Pictures – blockchain-based crowdfunding initiatives
Toward a participatory, networked approach to filmmaking.
The idea: Independent filmmakers can secure funding by issuing (or using specialized services for issuing) digital tokens to a broader pool of investors and supporters, providing a more distributed and participatory alternative to traditional financing and filmmaking models.
Potential benefits: Early audience engagement and feedback, additional funding, collaborative production
Report insights: ”Calladita is widely considered to be the first partially NFT-funded movie.”
“Functionally, Decentralized Pictures features a collaborative protocol where early-career filmmakers (‘submitters’) can present their project proposals to be assessed by the community. Registered users can vote on these projects, greenlight them for funding, and participate as ‘reviewers’ or ‘evaluators’ of proposals, earning reputation points in the process.”
5. Myco & White Rabbit – decentralized, blockchain-based content streaming platforms
Toward a more equitable value distribution in the streaming landscape.
The idea: The vision of decentralized blockchain-based audiovisual content streaming platforms is to streamline value creation by eliminating intermediaries like sales agents, distributors, and collection account managers, allowing the majority of the revenue to flow directly and transparently to the creators.
Potential benefits: Accessing new audience segments and creating an engaging relationship with them, especially in untapped markets like South Asia and the Middle East; additional revenue streams through content syndication, licensing, and advertising
Report insights: “In its marketing materials, the platform claims to be the ‘world’s largest Web3 streaming platform’, which, as the CEO stated in an interview, has ‘cracked’ the mechanics of ‘watch and earn’. In other words, users begin earning cryptocurrency rewards as soon as they start watching content on the platform.”
“Myco is an example of a company that favours full and rapid blockchain implementation, positioning itself as an alternative to dominant platforms and studios.”
The status of the services mentioned above at the time of the interviews
Working services:
Filmchain (UK) (https://filmchain.co/)
Blockframes (France) (https://www.blockframes.io/)
Decentralized Pictures (US) (https://decentralized.pictures/)
Myco (UAE) (https://myco.io/)
Services in development:
White Rabbit (Norway) (https://www.whiterabbit.one/)
Filmconnect (Croatia) (https://www.filmconnect.com/)
Infrastructure support initiatives in development:
Valunode (Estonia) (https://www.valunode.com/)
Content.Agent (Austria) (https://www.contentagent.net/)
SOURCE: Blockchain’s Role in Transforming Europe’s Film Industry — CRESCINE
Policy recommendations:
Collectively, the recommendations outline a gradual, ecosystem‑oriented roadmap: cement legal certainty, build an interoperable data spine, lower adoption costs through targeted support and training, and empower new financing and governance models. By following this path, EU and national authorities can convert today’s scattered pilots into a coherent infrastructure that strengthens Europe’s audiovisual diversity, competitiveness, and resilience in the Web3 era.
Recommendations:
Legal recognition of on-chain rights. Modernise copyright statutes to accept blockchain-based registrations and licences as evidence, coordinated at the EU level to prevent jurisdictional friction.
Interoperable data infrastructure. Incentivise the adoption of identifiers such as ISAN, EIDR, HAND, and ISCC and mandate harmonised metadata schemas so future registries and repositories can “talk” to each other.
Market access for small producers. Fund the development of blockchain-based rights management protocols that simplify content licensing, improve traceability, and enable transparent revenue distribution, reducing reliance on traditional gatekeepers and boosting the discoverability of smaller creators.
Alignment with EU-level frameworks. Embed audiovisual use cases inside EBSI, the Data Governance Act’s agenda, and MiCA, supported by cross-sector task forces and Creative and Horizon Europe funding streams.
Hybrid rollout pathways. Promote regulatory sandboxes and public–private testbeds so blockchain experimentation can bolt onto existing systems without forcing complete replacement.
Capacity-building via national film institutes. Resource national film institutions to deliver hands-on training, technical assistance, and toolkits that translate abstract technologies into day-to-day savings for rightsholders.
Work with industry guilds to foster blockchain education and adoption. Support producer, director, and writer associations as trusted partners that gather feedback, spread literacy, and keep policymakers informed of ground-level barriers.
Token-based community finance. Authorise controlled experiments with NFT crowdfunding, revenue-sharin,g and other participatory models to diversify capital flows, especially in small territories.
(Source: Blockchain’s Role in Transforming Europe’s Film Industry — CRESCINE” – read the full recommendations at page 30)
Navigating AI in Small Film Markets
with contributions by Marta Vaz De Sousa, Tatiana Chervyakova, and Manuel José Damásio
Guidelines for Film Producers:
Europe's audiovisual market is confronted with shifting consumption habits that affect business models and an unprecedented challenge from US technological and content dominance (European Commission, 2025), which is reinforced with the advent of AI technologies. 85% of Europe’s SVOD market is concentrated in three US platforms, in which consumers watch 30% European content (Dux, 2024). American corporations have captured 85% of European streaming consumption and control 70% of global AI computing infrastructure, while Europe maintains only 4-5% (Doan et al., 2025) The recently announced $500 billion Stargate infrastructure initiative threatens to establish irreversible technological geopolitical (Malik, 2025) dependencies that could fundamentally compromise European cultural sovereignty at the crossroads between regulation and acceleration and divide in global AI governance (Olugbade, 2025). Major generative AI systems have been trained on over 53,000 Hollywood films and 85,000 television episodes (Reisner, 2024), thereby creating systematic biases that favour Anglo-American narrative structures. Finger (2025) argues that American-developed AI will inevitably embed and propagate US values globally, which threatens Europe's ability to preserve and foster its audiovisual heritage. The AV industry is the biggest revenue source and job provider of all European media sectors (Media Outlook, European Commission, 2025) and a key component of Europe’s CCI (Cultural and Creative Industries). Artificial intelligence is engendering profound disruptions within the AV sectors and industries. By transferring tasks historically performed by humans to algorithmic processes, AI not only enables individual creators to generate and distribute virtually limitless and potentially hyper-personalized content but also gives rise to complex questions ranging from originality and authorship to ethics and authenticity. Concurrently, its development and deployment introduce critical concerns about the future of human creativity regarding replacement effects and fair remuneration, cultural and linguistic diversity, algorithmic bias, and equitable representation (Senftleben, 2025).
Outcomes from research conducted under CresCine show that at the current stage of AI implementation in the production pipeline, film producers from small European markets primarily view AI and emerging technologies as valuable tools for enhancing productivity. This is in line with recent results from other studies, namely in the UK, that highlighted the specialized and “under the surface” use of these technologies in the industry (Feher, 2025; Finney, Tarran & Coupland, 2025). Producers CresCine surveyed consider these technologies to be supportive resources that can assist with time-consuming manual tasks, allowing more time to be devoted to the creative aspects of filmmaking. However, these producers remain unconvinced about the creative capabilities of AI; they often believe that the human touch is irreplaceable when it comes to storytelling and artistic expression. Producers approach AI with a sense of caution.
The European AV sectors are amongst the most intensely exposed to the disruptive potential of AI across the entire value chain – from ideation and pre-production to audience segmentation and distribution (Finney et al. 2025). This pervasive exposure underscores an urgent need for tailored policy frameworks. Existing regulations, particularly the AVMSD, were designed in a pre-AI era and now struggle to accommodate the fast-evolving digital ecosystem. With regard to the text and data mining provisions in the CDSMD, the question arises whether these provisions, in particular the opt-out model for commercial AI training, can ensure authors’ rights and fair remuneration while also providing sufficient legal certainty for investment in culturally diverse, high-quality AI systems. As the sector faces transformative shifts, including the automation of creative roles and hyper-personalized content curation, it becomes increasingly clear that relying solely on horizontal frameworks is insufficient. As mentioned in Council conclusions on the assessment of the legal framework for audiovisual media services and video-sharing platform services (C/2025/2954), strategic rethinking is required to ensure both the protection of public interest and the competitiveness of Europe’s cultural industries. While the rapid proliferation of technological innovations - most notably generative artificial intelligence in the audiovisual domain, projected to grow at an average annual rate of 85 percent through 2028 (European Commission, 2025) - may place European industry at a competitive disadvantage, it concurrently offers a substantive opportunity to achieve novel breakthroughs and enhance international standing.
The IRIS 2024 report “AI and the audiovisual sector” (European Audiovisual Observatory, 2024) highlights how the convergence of diverse AI technologies create particular vulnerabilities for digital peripheries: The technologies include GenAI, Agentic AI, prompt-based streaming platforms with AI media content, such as Fable Studio´s Showrunner (Maas et al 2023), as well as “AI, ASR, TTS, NLP, NER, MT, summarisation, search and recommender engines, content classification, subtitling, vision and metadata extraction" (Rehm, 2020).
Markets and regions holding marginalized positions within the global digital distribution ecosystem, especially those located far from major international media capitals (Szczepanik et al., 2020, p. 2) - where structural disadvantages including resource shortages, limited talent pools, and narrow consumer bases (Szczepanik et al., 2020, p. 4) become amplified by algorithmic bias that systematically disadvantages content from European media peripheries through recommendation bias, popularity effects, and language processing inequalities.
European producers, namely the ones coming from small markets, are asked to navigate these troubled waters while balancing their personal concerns and professional restrictions with the need to leverage AI across their productions. Insights gathered from eight Innovation Pilots conducted under CresCine led to the following guidelines for film producers navigating this evolving landscape:
10 Recommendations for Producers from European small markets to approach AI
Dedicate time to researching the strengths and weaknesses of the tool you intend to use, as this will help you avoid any potential disappointments.
Unfortunately, there is no one-size-fits-all AI solution for projects. In smaller markets, this challenge becomes even more apparent when it comes to analytics for your scripts. Many tools make assumptions without considering the specific characteristics of your market, which are apparent to those familiar with it. To prevent dissatisfaction with the experience and the emerging technologies as a whole, ensure the tool possesses the necessary competencies.
Do not hesitate to contact the customer service team of the tools to fulfill the knowledge
Self-education is valuable, but obtaining firsthand answers can help you make decisions and save time. While these answers may sometimes be biased or promotional, when combined with the critical knowledge you've gained about your project, they can either confirm that something is a perfect fit or indicate incompatibility. The materials shared by the team of technological tools can be valuable educational resources to help you stay updated on the latest developments in your field. Remember, just because something isn’t a good fit for you now doesn’t mean it won’t be helpful in the future.
Communicate with the decision-maker the allocation of the working hours for the research (or if you are the one, consider it in the working plans)
The issue of high workloads is a fundamental challenge when discussing the professional limitations faced by small market producers in Europe. Research for the most urgent technological solution is often overlooked and tends to fall by the wayside, especially during busy production phases. And in these conditions, it is understandable to utilise the already explored and available instruments, which may be imperfect for another project. We recognise that a lack of knowledge can act as a barrier to innovation and project development. Considering the complex nature of film production, it's essential to plan and allocate time for research in advance and to adhere to this schedule during quieter periods, establishing the beneficial nature of this knowledge.
Participate in testing, pilots, research, and hackathons (etc).
This is self-explanatory. The pilots, such as those that took place in Crescine, are usually a money-free opportunity to engage in win-win experiments. These experiments foster collaboration between professionals, entrepreneurs, and academics, leading to solutions that are more insightful and better aligned with industry needs. By introducing your own objectives into environments that encourage unconditional experimentation, you can contribute to the technological advancement of various instruments that you may benefit from in the future (but mind recommendation 3).
Experiment with AI on tasks where you have a limited (or not foreseen) budget
Several stages of film development can be overlooked or cut during budget planning for various reasons. This is an opportunity to experiment. Often, crucial states such as marketing strategies and audience research do not receive the attention they need for the film to perform well. This is where AI tools can yield significant results. The demand for improvement creates a strong case for testing something new.
While navigating the technology, clarify your expectations.
Do you want to uncover the precise truth, or are you seeking reliable anchors for guidance? This distinction will shape your approach. In interviews, we found discussions around the imperfections of technological tools, emphasising both their limitations and capabilities. Despite these imperfections, the right choice of tool depends on your specific goals. For the small markets, the lack of data significantly influences the scepticism toward the outcomes of the analysis. And realistically, now the available data on the market may not be enough for making precise statements. However, it retains the ability to inspire and offer alternative views and analytical frames that can be an essential contribution at any stage of production, from development to distribution.
Possess and maintain the decision-making power. Do not grant access to your IP or upload it without being conscious of the consequences of that. Always study opt-out options.
The need for human control and the demand for oversight over AI outcomes have been consistently emphasized by professionals interacting with these tools. Rather than viewing AI simply as a tool, treating it as an external adviser and source of inspiration fosters better decision-making, ultimately ensuring that human judgment remains paramount. As we integrate AI into diverse sectors, maintaining a watchful eye ensures we address ethical concerns and mitigate risks, fostering a balance where technology and human intuition work together to navigate an increasingly complex landscape with responsibility and care.
Provide feedback on experiences and tools. Do not assume the tools are neutral!
The time you spend sharing your satisfaction or dissatisfaction is a significant contribution to developing future instruments that can impact professional practices.
Think of security and copyrights. Be critical and aware of the bias of these tools. Be aware of the “cloud” danger – all content you feed the tool with is training the tool with your IP!
We have encountered a great deal of skepticism and suspicion regarding these issues, and these concerns are valid. Take the time to understand the risks and consequences associated with each situation, and don’t hesitate to ask questions. This preparation can help you feel more informed and aware, reducing any surprises and concerns about the originality of your project.
Prioritise strategic over tactical choices
Many interactions with innovations are not systematic due to professional constraints, such as issues related to time, money, and knowledge. A non-systematic approach to implementing technological innovation can negatively impact both the experience and the outcomes. Strategic decisions should ideally be made at the organizational level. It is important to reflect on the ethical questions raised by the implementation of AI in your work and to consider your stance on copyright issues. These considerations will guide your strategic choices and help establish a roadmap to technology within your organization.
References:
Doan, R., Levy, A., & Storchan, V. (2025). Financing infrastructure for a competitive European AI. Groupe d'Études Géopolitiques. Retrieved from https://geopolitique.eu/wp-content/uploads/2025/02/Policy-paper-IA-EN.pdf
European Audiovisual Observatory. (2024). AI and the audiovisual sector: Navigating the current legal landscape (IRIS Special 2024-3). Council of Europe. https://rm.coe.int/iris-2024-3-ia-legal-landscape/1680b1e999
European Audiovisual Observatory (EAO). (2025). SVOD Usage in the European Union – 2024 data (C. Grece & J.-A. Tran, Authors). Strasbourg: Council of Europe
European Commission: Directorate-General for Communications Networks, Content and Technology. (2025). The European media industry outlook : September 2025. Publications Office of the European Union. https://data.europa.eu/doi/10.2759/0606593.
Feher, K. (2025). Generative AI, media, and society (1st ed.). Routledge. https://doi.org/10.4324/9781003591023
Finger, L. (2025). Artificial intelligence made in the U.S.A. – Can Europe learn from the past? Intereconomics, 60(3), 154–159. https://doi.org/10.2478/ie-2025-0030
Finney, A., Tarran, B., & Coupland, R. (2025). AI in the screen sector: Perspectives and paths forward (Foresight Lab Report). CoSTAR Foresight Lab. https://www.bfi.org.uk/industry-data-insights/reports/ai-screen-sector-perspectives-paths-forward
Maas, P., Carey, F., Wheeler, C., Saatchi, E., Billington, P., & Shamash, J. Y. (2023). To infinity and beyond: SHOW-1 and Showrunner Agents in multi-agent simulations. Fable Studio. https://fablestudio.github.io/showrunner-agents/
Malik, T. H. (2025, February 5). The philosophies behind the US-China tech war. LSE Business Review. Retrieved from https://blogs.lse.ac.uk/businessreview/2025/02/05/the-philosophies-behind-the-us-china-tech-war/
Olugbade, O. In search of a global governance mechanism for Artificial Intelligence (AI): a collective action perspective. Glob. Public Policy Gov.5, 139–161 (2025). https://doi.org/10.1007/s43508-025-00113-z
Rehm, G. (2020). Research for CULT Committee – The use of Artificial Intelligence in the Audiovisual Sector. European Parliament, Policy Department for Structural and Cohesion Policies. https://www.europarl.europa.eu/RegData/etudes/IDAN/2020/629221/IPOL_IDA(2020)629221_EN.pdf
Reisner, A. (2024, November 11). There’s no longer any doubt that Hollywood writing is powering AI. The Atlantic. Retrieved from https://www.theatlantic.com/technology/archive/2024/11/opensubtitles-ai-data-set/680650/
Senftleben, M. (2025). Win-Win: How to remove copyright obstacles to AI training while ensuring author remuneration (and why the AI Act fails to do the magic). Chicago-Kent Law Review, 100(1), 7–39. Retrieved from https://scholarship.kentlaw.iit.edu/cgi/viewcontent.cgi?article=4480&context=cklawreview
Szczepanik, P., Zahrádka, P., & Macek, J. (2020). Introduction: Theorizing digital peripheries. In P. Szczepanik, P. Zahrádka, J. Macek, & P. Stepan (Eds.), The online circulation of audiovisual content from the small and peripheral markets of Europe (pp. 1–34). Palgrave Macmillan. https://doi.org/10.1007/978-3-030-44850-9_1
Case Studies and Tools:
The pilots examined how innovation and technology – especially AI – affect film production in small European markets. Eight producers from the CresCine countries (Lithuania, Croatia, Portugal, Ireland, Flanders, and Estonia) participated. Six tested AI tools (including Largo.ai, an AI-based analysis tool for scripts and market assessment), while two worked with innovative financing models.
Method
Each pilot included one producer, one project under development and one innovation (see Figure 1 and Table 1). The sample selection was based on the country of origin and the degree of development of the project.
The sample was selected among the 61 producers participating in the CresCine “Producers Club” activities. The selection procedure was as follows: one fiction project in the development phase with international potential was selected from each production company in the sample. We then followed a straightforward experimental approach O1 X O2 where the first observation moment O1 included an interview to assess the degree of willingness of the producer towards the use of the innovation, X marked the moment of the intervention, that being the use of the innovation and then O2 consisted of a second moment of interview to assess impact. Considering the pre-identified drivers of innovation, six producers were introduced to AI and two to innovative financing models. For the AI component, we partnered with Largo.ai, an AI-powered project analysis tool designed to support decision-making and improve script evaluation, market viability assessments and budgeting processes developed by the Swiss start-up Largo. The remaining two producers explored innovation in financing, focusing on alternative funding models.
Mini Case Studies – AI in Film
1. Largo.ai – Script & Market Analysis
AI as a Story Consultant
Several producers tested Largo.ai, an AI tool that analyzes scripts and predicts audience appeal and market performance. It provided feedback on story strengths and weaknesses, and helped producers prepare arguments for funders.
The idea: Use AI to validate scripts and forecast potential performance.
Benefit: Producers gain additional insights to support creative and financing decisions.
Producer voice: “I think it confirmed our fears rather than it reads it right. I think it was, you know, if the tool was seeing it the same way as other people reading it. Therefore, I think it guided us to a problem that we have with the story.” (Producer, Int-F-1)
Tool to explore:
Largo.ai – AI-driven script and audience analysis.
2. AI for Audience Insights
Knowing Your Viewers
Producers experimented with AI tools to identify target audiences early in development. By analyzing comparable titles and datasets, they got clearer ideas of who their film might reach.
The idea: Use AI-driven analytics to map out audience segments before production.
Benefit: Improves investor pitches and informs distribution strategies.
Producer voice: “That part of innovation is important to understand what we are doing because I don't produce for myself. [...] I want to have an audience for all the projects that I do. [...] I'm not only saying that everything needs to be giant. What I'm saying is I need to know and understand who they are, where they are, what they want, what they need, and I know innovation in that.” (Int-L-8)
Tools to explore:
Cinelytic – Predictive analytics for box office and audience targeting.
StoryFit – Audience insights and metadata analysis for film/TV.
Publikum — a service that helps creatives and circulation professionals explore the feelings their stories trigger in their future audience
3. AI for Administrative Efficiency
Saving Time Behind the Scenes
Some producers found AI useful in handling repetitive, time-consuming tasks such as sorting information, drafting reports, or organizing metadata.
The idea: To automate routine tasks, so that producers can focus on creative and strategic work.
Benefit: Reduces overhead and frees up resources for storytelling.
Producer voice: It's in a way, in an extra set of eyeballs which is useful (Producer, Int-L-1); “So I think innovative is just moving things forward with efficiency” (Int-L-6)
Tools to explore: Yamdu; Allfred.io
4. Pilot Testing in Small Markets
Fitting AI to Local Contexts
The pilots revealed that most AI tools are trained on data from large markets, which limits their precision for small European countries. Producers stressed the need for localized tools.
The idea: Adapt AI datasets to reflect small-language and niche-market realities.
Benefit: Increases the accuracy and usefulness of AI predictions for smaller film industries.
Producer voice: ”Maybe the one thing that I kind of think that it will not be so precise as it would be from some other market because we are a small market with a very small number of cases [...]” (Int-L-2)
Recommendations for Tech Companies Providing Innovative Solutions for the Film Industry:
— Prioritisation of curated and problem-oriented innovative offerings over generalisation
Film production represents a unique mix of creative expression and complex operational challenges, often constrained by distinct market conditions. After our analysis, we noticed the danger of over-promising in the context of over-cluttering. Generic technological solutions are perceived as inadequate, potentially leading to discouragement and scepticism toward emerging technological solutions. Consequently, fostering the long-term adoption of innovations in film production necessitates a strategic emphasis on tailored solutions that directly address specific industry needs and problems. By cultivating a more trusting relationship between the user and the technological tool, a focus on customised solutions has the potential to mitigate the disillusionment often associated with overstated promises, fatigue it exposes, and foster sustained engagement with innovative tools.
— Provision of extensive details about the source of data and secure safety guarantees
Mistrust sounded vivid during the interviews. The aura of mis/non-understanding of the data source and, hence, its legitimacy affects the producers. To dispel the image of the mystery “black box” (Int-F-4), but to obtain the positionality of a reliable external advisor, it is possible to reveal and disseminate the craft of innovation through the appropriate language, including the origins of data, limitations, and reflections on errors. This transparency and openness potentially bring confidence to producers, allowing them to make informed decisions based on empirical findings and trust the expertise of the instrument.
— Guidance is an essential part of the application journey
During the interaction of the producers with the innovation, we observed that the lack of guidance negatively impacts the experience. The greater attention to the guidance through the experiment or along the way, the more it could contribute to the most effective outcomes and better use of the tool, and create a trusting environment, convincing hesitant producers to dedicate time and be involved in learning by establishing long-lasting relationships. Moreover, this recommendation considers the importance of continuously supporting education and knowledge dissemination among production professionals to keep them updated on technological solutions.
— Inform on the cultural bias and limits of your technology!
For policymakers developing the legal framework for technological innovation in the European film market
— Invite all the players to the discussion
To develop more comprehensive and inclusive policy solutions, it seems essential that professionals throughout the production pipeline are heard during the revision and formulation of related policy documents. Engaging these experts who possess valuable insights and hands-on experience ensures that the policies reflect real-world challenges and opportunities within the industry. By actively soliciting input from a diverse range of stakeholders, policies will not only address current needs but also anticipate future developments. This collaborative approach fosters a more dynamic and effective policy environment that ultimately benefits everyone involved in the production process.
— Copyrights and authorship in focus
The absence of a clear definition and proper acknowledgment of copyright protection leads to a significant gap in trust and technological enforcement. This uncertainty heightens producers' concerns about adopting new technologies. Without robust frameworks to safeguard intellectual property and dissemination of the measures, creators may hesitate to invest in innovative tools and processes, fearing that their work could be easily exploited or copied without proper attribution or compensation. Consequently, this lack of protection not only stifles creativity and innovation but also impedes the overall growth of industries reliant on intellectual property, facilitating mistrustful relationships between industries. Establishing clear guidelines and protections would not only reassure producers but also foster an environment that encourages technological advancement and the responsible sharing of creative works.
— Ethical labour guidelines to protect roles that can be substituted and young professionals
Technological advancements can lead to significant gains in efficiency and innovation; however, they also present challenges for professionals at all levels, particularly for those who are just starting their careers in fields susceptible to automation. As automation becomes more prevalent, it is essential to adopt a thoughtful and proactive approach to training and career development. This approach should focus on equipping future professionals with the skills they need to thrive in an increasingly dynamic job market that is growing toward maximum automatisation that affects the deeper knowledge and expertise on profession
A Roadmap for AI Adoption in the AV/Film Industry in Europe
Team
