With global content consumption at an all-time high, the entertainment industry is shifting its focus towards non-English content. Major players like IMAX are now using AI to localize content and reach an audience globally. Partnering with AI leaders, IMAX is it only expanding its reach but also changing how original content is consumed globally.
The Rise of Non-English Content
The entertainment industry is expanding quickly, with PwC predicting a 5% increase in 2023, valuing it at $2.8 trillion. Non-English content is driving the trend, outpacing demand for English language shows and films in markets like the US, UK, and Canada. For example, Netflix has reported a 90% growth in non-English content viewership in the UK over the past three years. IMAX is capitalizing on this trend by adopting AI-powered localization tools to enhance accessibility and engagement.
IMAX’s Collaboration with Camb.ai
To speed up its localization efforts, IMAX has partnered with Dubai-based AI startup Camb.ai. This platform is known for its expertise in AI-driven speech models, and it has made significant strides in live sports translation and dubbing. This collaboration relies heavily on the company's own Boli and Mars models.
- Boli Model: Specializes in converting speech to text while preserving linguistic nuances.
- Mars Model: Transforms text into speech, ensuring the retention of original audio features like background sounds and emotional tones.
IMAX plans to expand the audience of its documentary and other original material using Camb.ai's DubStudio platform, which covers over 140 languages, including underrepresented ones.
AI’s Role in Scaling Localization
IMAX plans to use AI to deal with traditional localization difficulties like high costs and resource-intensive processes. Camb.ai's efficient models, which are substantially smaller and more specialized than general-purpose AI systems, enable real-time translations with low latency. This offers a smooth integration into streaming and broadcasting pipelines, eliminating production delays.
Camb.ai's innovative three-layer approach involves:
- Foundation Layer: Hosting AI models like Boli and Mars.
- Infrastructure Layer: Ensuring scall ability and reliability.
- Front-End Layer: The DubStudio platform for user access accessibility.
This system offers simultaneous translations in 10 languages, allowing localized material to reach a larger audience more quickly than ever before.
IMAX’s Vision for the Future
Mark Welton, President of IMAX Global, pointed out that this partnership is still in its early stages, with phased rollouts planned. Initial deployment will focus on high-resource languages, with plans to expand into more linguistic territories. The move promises to reduce translation costs while increasing the availability of IMAX's original content worldwide.
As the demand for non-English content grows, IMAX's use of AI localization represents a pivotal moment in the entertainment industry. By combining its tradition of immersive cinematic experience with cutting-edge AI technology, IMAX has positioned itself to transform content accessibility and engagement globally.