IMAX is embracing artificial intelligence (AI) and the purpose is to localize its original content. The demand for non-English content is skyrocketing globally and the latest move is a strategic decision to redefine the segment instead of becoming just a technological upgrade.
The entertainment industry is booming equipped with a growth of 5% in 2023. It is reaching a staggering $2.8 trillion, reveals PwC. The growth is impressive and the popularity of non-English language content is increasing. It is learned that viewers are choosing non-English films and shows even in English-speaking countries like the U.S., U.K. and Canada. Netflix witnessed a 90% growth in non-English content viewership in the U.K. over the period of three years. The trend is growing further and companies like IMAX have taken a good note of it.
IMAX has partnered with Dubai-based AI startup Camb.ai to position itself as one of the tops in cater the related growing demand. Camb.ai offers such AI-driven dubbing as well as translation technology that has the capability of translating content into more than 140 languages.
The Camb.ai technology stands out for its ability to preserve the nuances of the original speech. Its AI models retain the tone, emotion and ambiance of the original content. Its Mars model can translate text into speech while keeping the background sounds intact. The level of detail could significantly enhance the experience of viewer.
The use of AI is a win-win for IMAX as it can make content more accessible to global viewers and also can save on translation costs.
The ability to localize content quickly and accurately will be key as more entertainment companies tries to tap the global markets.
