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AI is revolutionizing the most prolific film industry in the world

AI is revolutionizing the most prolific film industry in the world
AI is revolutionizing the most prolific film industry in the world

Welcome to the new look movie set. The cacophony created by cameras, clapperboards, and shouted instructions has been replaced with the quiet hum from a coding room.

Collective Artists Network is a leading talent agency that represents Bollywood's A-listers. It has been facilitating the careers of superstars for many years. It's now engineering digital ones. The Bengaluru facility uses artificial intelligence to create content that is based on Hindu mythology, a genre popular in India. In a movie based on a religious text called "Ramayana," there is a scene where the god Hanuman is seen flying with a mountain in his arms. The show "Mahabharat" is based on another ancient epic. It features a scene depicting princess Gandhari who blindfolded her eyes when she married a blind king.

India is the country that produces most movies, and its stars like Shah Rukh Khan or?Amitabh?Bachchan have cult followings. Many?industry participants say that changing audience habits and the growth of streaming are impacting production budgets. Ormax Media, a consulting firm, says that moviegoers will drop to 832 millions in 2025 compared to 1.03 billion people in 2019. Box-office sales last year?hit an all-time high of $1.4 billion, but revenue has been choppy and dependent on a few hits and more expensive tickets since the pandemic. To view this story on.com go to

India's studios are deploying AI on a massive scale, releasing films in multiple languages and even recutting the endings of old titles in order to increase sales. They are also reshaping filmmaking economics by reducing production timelines and utilizing AI to improve efficiency.

Rahul Regulapati is the head of Collective's AI Studio, Galleri5. How about production time? He said, "down to a quarter."

Hollywood has taken a different approach, with union contracts and concerns about job loss limiting studios' adoption of AI. Google, Microsoft, and Nvidia are making early bets in India by partnering local filmmakers. At least one major production company is reviewing its entire catalog for AI rereleases. In previous reporting, we have explored the ways in which Indian filmmakers harness AI and India's divergence from Hollywood. The first report to detail the extent of India's film industries?reorganization around AI, and the economics that are driving this shift. This story includes interviews with 25 people, including directors and studio heads. American and British studios are experimenting with AI filmmaking. They will produce the first full-length AI animation features in 2024, and an AI powered immersive version of 'The Wizard of Oz' last year.

Dominic Lees said that India's film-makers' ambitions are at a?different level. He is a researcher in AI and film at the University of Reading, Britain. He said that if India can meet the demands, it will become a leader in AI filmmaking. India's pivot towards AI is a reflection of its embracement of technology in general. India bet last year that embracing AI would create enough opportunities to offset any short-term disruption. According to an analysis by EY, AI could increase revenue for Indian media and entertainment companies by 10% while reducing costs by 15% in the medium term.

Vikram malhotra, the founder of Abundantia Entertainment told reporters that Abundantia Entertainment is building their AI capability from scratch. The Bollywood production house recently announced an investment of $11 million in a studio for AI.

NEW ENDINGS FOR OLD DRAMAS

India's Eros Media World released "Raanjhanaa" with an AI-altered version last year. The film replaced the tragic ending in which the protagonist dies with a happier conclusion where the lover smiles through tears when he opens his eyes.

Rewrites drew criticism. Dhanush, Dhanush is the name of the actor who plays the main role. He said on X, that the AI remake "stripped away the film's very soul." It also set a "deeply worrying precedent for artists and art."

The re-released "Raanjhanaa", however, still attracted audiences. PVR Inox India's biggest cinema chain reported that 35% of tickets for the Tamil-language version were sold in August, the month when the film was released. This was 12 percentage points more than the average for 2025.

Eros has gone further. Pradeep Dwivedi is the group CEO and he said that Eros was reviewing its 3,000 titles catalog to "identify candidates for AI-assisted adaption." Last year, Eros' Indian unit Eros International warned about "competition by digital platforms," as its annual consolidated revenue from operations dropped 44%.

Dwivedi explained that the AI rewrites are both a revenue-generating opportunity and a strategy for creative renewal. Hollywood would have to deal with such changes. A deal with the U.S. actors union SAGAFTRA prohibits studios from digitally altering an actor's performance, or creating a digital copy without informed consent. The Directors Guild of America contract prohibits studios from relying on AI to make creative decisions without consulting directors and forbids AI from performing the work of their members.

Indian studios are experimenting aggressively with AI in Hindu mythology tales. This is big business for a country that has millions of devotees. Collective plans eight AI-generated titles focusing on deities like Hanuman and Krishna.

JioStar is a joint venture media company between Mukesh Ambani’s Reliance Media and Walt Disney. It airs an AI-generated version of the Hindu epic “Mahabharat” – the first episode series that emerged from Collective’s cinematic AI laboratory.

JioStar said that the AI version of the story about a dynastic battle between princes, which was released in October on the streaming platform by JioStar, has attracted 26.5 million viewers since its release. A previous TV adaptation attracted 200 million viewers from 1988 to 1990. However, the show has been met with a mixed reception by audiences. IMDb gives "Mahabharat", a 1.4-star rating. Some reviewers cite lip-syncing issues, while others say that some scenes are low-quality and lack authenticity because of unnatural styling.

Alok Jain is a senior executive with JioStar. He stated that the response has been "a mixture of appreciation and healthy discussion, which is normal for any ambitious creative step." JioStar also plans to make original stories using AI.

Some film industry figures have expressed concern about the use of AI. Jonathan Taplin, a writer and producer from the United States who has worked for Hollywood studios, says that the use of AI to create feature films is an "affront to all of cinema's history."

He said, "It'll fill your screens and cinemas with formula slop."

AI DUBBING

The acceptance of AI may be easier to achieve through dubbing.

India has 22 official languages, and there are hundreds of dialects. Dubbing is essential to make a movie a blockbuster in India. AI is now beginning to solve the problem of mismatched lip movements, a complaint that audiences have had for years.

Subhabrata Debnath, the co-founder of NeuralGarage in Bengaluru, a startup that offers dubbing services to top studios such as Yash Raj Films and other major studios, demonstrated a clip showing an AI-generated English character. Subhabrata Debnath then added a German audio track and the character spoke fluent German within minutes.

Debnath explained that the technology preserved "the performance, the identity and the speaking styles of the person", while modifying the face to look natural.

Last year, NeuralGarage AI technology was used to translate Yashraj's Hindi film "War 2" from the Hindi language into Telugu of south India. The production house did not respond to any questions.

The Red Carpet meets the RED MAJORS

Tech giants around the world are also interested in getting a piece. Google partnered in August with Bollywood director Shakun Bhatra to produce a 5-part cinematic'series' using Veo 3 video generation and Flow AI to experiment with AI powered filmmaking. Mira Lane is Google's Vice President of Technology and Society. She said that AI can also help independent artists create complex sequences which "might be otherwise out of reach because of budget or logistical limitations."

Microsoft has been working on a collaboration with Collective, and it said that Microsoft would be providing AI computing power in order to "shape" the next wave of global story-telling through such collaborations.

Collective uses a hybrid approach of digital animation and physical recording to bypass the limitations of text prompts. The actors wear motion-capture suits equipped with sensors to capture body movements in 3D, while their smartphones record facial expressions. This data is then fed into the AI pipeline to allow for more nuanced control of the AI generated characters.

The ripples go beyond the studio. Festivals dedicated to AI-generated shorts have proliferated around the world, including in Los Angeles, Cannes and Barcelona. India's first event took place at Mumbai's Royal Opera House in November, when young storytellers and a robot walked down the red carpet.

In February, Nvidia was on stage in New Delhi with the second edition of India’s AI Film Festival. Pradeep Gupta told the audience that Nvidia is working on reducing computing costs to allow anyone "to create something substantial" without spending a lot of cash.

Anurag Kashyap is a Bollywood Director who expressed concern about the use of AI and its growth in India. He reluctantly acknowledged the economic benefits of studios deploying the technology.

In India, cinema doesn't revolve around art. "It's just business. Studios will use it to create mythologicals," Kashyap stated of AI. "Our audience loves it."

(source: Reuters)