Revisit Alien, Indiana Jones, Star Wars or even Gladiator with advertisements encrusted afterwards? Unfortunately, this is a possibility with technology these days. A London company by the name of mirriad is seriously considering placing personalized products in previously released films or old episodes of TV series… Creepy!
ADVERTISING, ALWAYS MORE ADVERTISEMENTS!
Do you like your anthology films? But would you accept that they become real advertising platforms? Probably not ! Well the company mirriad believes, on the other hand, that the placement of personalized products in films already released or old episodes of television series would go very well with the public.
The British company promises that the placement would be subtle and that the digital retouching would be so smooth that the average viewer would barely notice the addition. And to detect the ideal time and location to place an ad, Mirriad intends to trust its best asset: Artificial Intelligence.
Always more advertisements, always more profits even if for that it is necessary to degrade totally cult films or series. Not sure that Star Wars fans for example will agree to see an advertisement for Coca-Cola on Darth Vader's costume… And yet…
For Mirriad, who describes herself as " computer vision and AI platform company »And who has already worked in the creation of special effects for cinema, the use of AI for product placement is obvious.
According to Anne Bilson, digital product placement will inevitably harm artistic integrity and also raise some legal issues. At the microphone of the BBC, the film critic confided in his concerns:
» I would be interested to know what the legal angle is to digital retouching of a copyrighted work, or whether advertisers should buy the film before falsifying it. It also calls into question the role of the production designer who has given a lot of thought to how something looks, only for a random announcer to come in later and mess it up with changes. "
