IMAX Leverages AI for Global Expansion: Scaling Original Content with Localization

 

With the global entertainment landscape experiencing a surge in content consumption, IMAX is at the forefront of innovation by embracing Artificial Intelligence (AI) to bolster the reach of its original content. This strategic move allows them to cater to a wider audience by facilitating cost-effective localization solutions.


The Booming Entertainment Industry: A Numbers Game

A recent report by PwC highlights the meteoric rise of the entertainment and media industry, reaching a staggering $2.8 trillion in 2023. Industry experts anticipate continued growth at a steady compound annual growth rate (CAGR) of nearly 4%, projected to reach $3.4 trillion within the next five years.

One particularly noteworthy trend is the exponential growth of non-English language content. Even in traditionally English-dominant markets like the United States, United Kingdom, Canada, and Australia, audiences are increasingly embracing foreign-language films and shows. This shift is evident in Netflix's reported 90% surge in UK viewership of non-English content over the past three years.

IMAX Meets AI: A Partnership for Global Expansion

Recognizing this global shift in content preferences, IMAX has embarked on a strategic partnership with Camb.ai, a Dubai-based startup specializing in AI-powered speech translation solutions. This collaboration aims to leverage Camb.ai's advanced AI models for translating IMAX's original content, including documentaries, into a wider range of languages.

Camb.ai has established a strong track record in the sports broadcasting domain, providing AI dubbing and speech translation services for prestigious events like the Australian Open, Eurovision Sport, and Major League Soccer. Their core technology comprises two key models:

  • Boli: This AI model focuses on speech-to-text translation, meticulously preserving the nuances of the original language.
  • Mars: Following Boli's text generation, Mars takes over, translating the text back into speech while retaining the audio's original characteristics, including background noise and audience reactions.

Key Advantages of Camb.ai's AI Technology

Focus on Low-Resource Languages: Unlike many AI models trained on massive internet data sets, Camb.ai prioritizes ethically sourced, commercially usable academic datasets for 70% of its model training. The remaining 30% involves fine-tuning with data acquired from early partners, ensuring exceptional accuracy. This approach proves particularly beneficial for low-resource languages with limited online data availability.

Multilingual Support: Camb.ai's DubStudio platform boasts impressive support for a staggering 140 languages, catering to a truly global audience.

Reduced Latency: Understanding the critical role of real-time translation in the entertainment industry, Camb.ai delivers speech translations in up to 10 languages simultaneously with minimal latency (20-30 seconds), seamlessly aligning with typical streaming and broadcasting delays.

A Phased Rollout for Optimal Results

IMAX plans to adopt Camb.ai's AI translation technology in a phased approach, prioritizing high-resource languages for initial implementation. This measured strategy allows for thorough testing and refinement before broader implementation. The success of internal testing on original content has paved the way for this exciting partnership.

Benefits Beyond Borders: Cost Savings and Audience Expansion

While IMAX remains tight-lipped on specific cost-saving figures associated with AI translation, President of IMAX Global Theatres, Mark Welton, acknowledges the technology's potential for streamlining localization processes. This translates to significant cost reductions compared to traditional human translation methods.

More importantly, AI localization unlocks a world of possibilities for IMAX by enabling them to reach a global audience, fostering deeper audience engagement and brand recognition across international markets.

The Future of AI in Entertainment: A Collaborative Landscape

The collaboration between IMAX and Camb.ai serves as a testament to the growing influence of AI in the entertainment industry. As AI technology continues to evolve, we can expect even more innovative applications that enhance content creation, distribution, and audience experiences.

Conclusion

By embracing AI-powered localization solutions, IMAX is taking a bold step towards global expansion. This strategic move positions them to capitalize on the burgeoning demand for non-English language content, fostering deeper audience connections and propelling their brand to new heights on the international stage.

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