{"id":3094387,"date":"2026-02-20T07:30:00","date_gmt":"2026-02-20T15:30:00","guid":{"rendered":"https:\/\/techcrunch.com\/?p=3094387"},"modified":"2026-02-20T09:29:23","modified_gmt":"2026-02-20T17:29:23","slug":"ais-promise-to-indie-filmmakers-faster-cheaper-lonelier","status":"publish","type":"post","link":"https:\/\/techcrunch.com\/2026\/02\/20\/ais-promise-to-indie-filmmakers-faster-cheaper-lonelier\/","title":{"rendered":"AI\u2019s promise to indie filmmakers: Faster, cheaper, lonelier"},"content":{"rendered":"\n<p id=\"speakable-summary\" class=\"wp-block-paragraph\">A Filipino man walks through the backyard of his childhood home in rural Hawai\u2019i, his footsteps swooshing through the grass. Birds chirp, contributing to the tropical din, as he approaches a shrine at the base of a starfruit tree. He bends to inspect a framed black-and-white photograph of a woman, her hair in a 1950s side part.&nbsp;<\/p>\n\n<p class=\"wp-block-paragraph\">Suddenly, a gust of wind shakes the tree\u2019s branches, knocking over the contents of the shrine. The man steps back, trips on a root, and hits his head. When he awakens, he\u2019s in a dark, misty forest, a woman wearing a clay mask standing over him, brandishing a sword.&nbsp;<\/p>\n\n<p class=\"wp-block-paragraph\">\u201cWho are you who dares to sleep under the sacred tree?\u201d she asks in Ilocano, a Philippine language widely spoken in Hawaii\u2019s Filipino community, while holding the sword at his throat. He replies that he\u2019s lost and turns to flee. She chases, alternating between running and floating through the air. He falls again. She advances, sword held high. He throws a rock at her, shattering the clay mask and revealing half her face.&nbsp;<\/p>\n\n<p class=\"wp-block-paragraph\">\u201cMom?\u201d he asks.&nbsp;<\/p>\n\n<p class=\"wp-block-paragraph\">This is the opening of \u201c<a href=\"https:\/\/www.youtube.com\/watch?v=tl-QFbdEj8M\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Murmuray<\/a>,\u201d a short film by independent filmmaker Brad Tangonan. Everything about this film felt like his previous work, from the tactile nature shots to the dreamlike desaturated highlights.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">The only difference? He made it using AI.&nbsp;<\/p>\n\n<p class=\"wp-block-paragraph\">Tangonan was one of 10 filmmakers to participate in Google Flow Sessions, a five-week cohort that gave creatives access to Google\u2019s suite of AI tools to produce short films, including Gemini, image generator Nano Banana Pro, and film generator Veo.&nbsp; &nbsp;<\/p>\n<div class=\"wp-block-techcrunch-inline-cta\">\n\t<div class=\"inline-cta__wrapper\">\n\t\t<div class=\"inline-cta__logo\">\n\t\t\t<svg aria-hidden=\"true\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"41\" height=\"20\" fill=\"none\" viewBox=\"0 0 41 20\"><path fill=\"#fff\" d=\"M0 0v6.452h7.097V20h7.097V6.452h6.451V0zM27.742 13.548V6.452h-7.097V20h20v-6.452zM40.645 0H27.742v6.452h12.903z\"\/><\/svg>\t\t<\/div>\n\t\t<div class=\"inline-cta__flag\">Techcrunch event<\/div>\n\t\t<div class=\"inline-cta__content\">\n\t\t\t<div class=\"inline-cta__header-container\">\n\t\t\t\t<div class=\"inline-cta__header-container-desktop\">\n\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"inline-cta__header has-h-5-font-size\">Save up to $300 or 30% to TechCrunch Founder Summit<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h4 class=\"inline-cta__subheader\">1,000+<strong> founders<\/strong> and investors come together at <strong>TechCrunch Founder Summit 2026<\/strong> for a full day focused on growth, execution, and real-world scaling. Learn from founders and investors who have shaped the industry. Connect with peers navigating similar growth stages. Walk away with tactics you can apply immediately.<br><br>Offer ends March 13.<\/h4>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"inline-cta__header-container-mobile\">\n\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"inline-cta__header has-h-5-font-size\">Save up to $300 or 30% to TechCrunch Founder Summit<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h4 class=\"inline-cta__subheader\">1,000+<strong> founders<\/strong> and investors come together at <strong>TechCrunch Founder Summit 2026<\/strong> for a full day focused on growth, execution, and real-world scaling. Learn from founders and investors who have shaped the industry. Connect with peers navigating similar growth stages. Walk away with tactics you can apply immediately<br><br>Offer ends March 13.<\/h4>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"inline-cta__event-info\">\n\t\t\t\t\t\t\t\t\t<span class=\"inline-cta__location\">Boston, MA<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"inline-cta__separator\">|<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"inline-cta__date\">June 9, 2026<\/span>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t<div class=\"inline-cta__register-button\">\n\t\t\t\t\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a data-ctaText=\"REGISTER NOW\" data-destinationLink=\"https:\/\/techcrunch.com\/events\/techcrunch-founder-summit-2026\/?utm_source=tc&amp;utm_medium=ad&amp;utm_campaign=tcfoundersummit2026&amp;utm_content=seb&amp;promo=tc_inline_seb&amp;display=\" data-event=\"button\" class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/techcrunch.com\/events\/techcrunch-founder-summit-2026\/?utm_source=tc&amp;utm_medium=ad&amp;utm_campaign=tcfoundersummit2026&amp;utm_content=seb&amp;promo=tc_inline_seb&amp;display=\" target=\"_blank\" rel=\"noreferrer noopener\">REGISTER NOW<\/a><\/div>\n<\/div>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n<p class=\"wp-block-paragraph\">Each film differed in scope. Hal Watmough\u2019s \u201cYou\u2019ve Been Here Before\u201d blended hyperreal, lifelike visuals with cartoonish stylization to playfully explore the importance of a morning routine, while Tabitha Swanson\u2019s <a href=\"https:\/\/www.youtube.com\/watch?v=iOhiht7-rmE\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">\u201cThe Antidote to Fear is Curiosity\u201d<\/a> is a more esoteric, philosophical conversation about our relationship with AI and ourselves.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">None of these short films, which were screened at Soho House New York late last year, felt like AI slop. Each independent filmmaker I spoke to said that, in the case of these films, AI had enabled them to tell a story they otherwise wouldn\u2019t have had the budget or time to tell.&nbsp;<\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe class=\"tcembed-iframe tcembed--youtube\" loading=\"lazy\" title=\"Mumuray - Short Film (Trailer)\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/tl-QFbdEj8M?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">\u201cI see all of these tools, whether it be a camera you can pick up or generative AI, as ways for an artist to express what they have in their mind,\u201d Tangonan told me after the screenings.&nbsp;<\/p>\n\n<p class=\"wp-block-paragraph\">This AI-is-just-another-tool-for-creators argument is certainly the message Google is trying to underscore. Google isn\u2019t wrong; AI will increasingly be part of a creator\u2019s toolkit as video generation products improve.&nbsp;<\/p>\n\n<p class=\"wp-block-paragraph\">In 2025, companies like Google, Runway, OpenAI, Kling, Luma AI, and Higgsfield progressed far beyond the uncanny, prompt-based novelties of the year prior. The AI video industry, with billions in venture capital dollars in tow, is now moving from prototype to post-production.<\/p>\n\n<p class=\"wp-block-paragraph\">This era of AI abundance that has provided tools to \u201cdemocratize access\u201d to the film industry also threatens to erase jobs and creativity, smothering them under an avalanche of low-effort slop. The existential stakes have pitted creatives against one another. Those who engage with AI risk being labeled as complicit; those who don\u2019t risk becoming obsolete.&nbsp;<\/p>\n\n<p class=\"wp-block-paragraph\">The question isn\u2019t whether the tools belong in the toolkit &#8212; they\u2019re coming, whether we like it or not. Instead it is: What kind of filmmaking survives when the industry pushes for speed and scale over quality? And what happens when individual artists use the same tools to make something that actually matters?<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-but-is-it-slop\"><strong>But is it slop?<\/strong><\/h2>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" height=\"383\" width=\"680\" src=\"https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Mimesis_KeenanMacWilliam.png?w=680\" alt=\"\" class=\"wp-image-3094472\" srcset=\"https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Mimesis_KeenanMacWilliam.png 1920w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Mimesis_KeenanMacWilliam.png?resize=150,84 150w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Mimesis_KeenanMacWilliam.png?resize=300,169 300w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Mimesis_KeenanMacWilliam.png?resize=768,432 768w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Mimesis_KeenanMacWilliam.png?resize=680,383 680w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Mimesis_KeenanMacWilliam.png?resize=1200,675 1200w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Mimesis_KeenanMacWilliam.png?resize=1280,720 1280w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Mimesis_KeenanMacWilliam.png?resize=430,242 430w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Mimesis_KeenanMacWilliam.png?resize=720,405 720w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Mimesis_KeenanMacWilliam.png?resize=900,506 900w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Mimesis_KeenanMacWilliam.png?resize=800,450 800w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Mimesis_KeenanMacWilliam.png?resize=1536,864 1536w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Mimesis_KeenanMacWilliam.png?resize=668,375 668w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Mimesis_KeenanMacWilliam.png?resize=1097,617 1097w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Mimesis_KeenanMacWilliam.png?resize=708,398 708w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Mimesis_KeenanMacWilliam.png?resize=50,28 50w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><figcaption class=\"wp-element-caption\"><span class=\"wp-element-caption__text\">Filmmaker Keenan MacWilliam used AI to animate scans of plants and fish in her short film &#8220;Mimesis&#8221;<\/span><span class=\"wp-block-image__credits\"><strong>Image Credits:<\/strong>Keenan MacWilliam<\/span><\/figcaption><\/figure>\n\n<p class=\"wp-block-paragraph\">The arguments against AI in filmmaking are plentiful \u2014 and from some of the highest-profile names in the industry.&nbsp;<\/p>\n\n<p class=\"wp-block-paragraph\">Filmmaker Guillermo del Toro <a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/guillermo-del-toro-finally-makes-his-own-frankenstein\/id214089682?i=1000733180492\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">said last October<\/a> that he would rather die than use generative AI to make a film. James Cameron said in a recent <a href=\"https:\/\/www.youtube.com\/watch?v=o0uKh4VT6s8&amp;t=1586s\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">CBS interview<\/a> the idea of generating actors and emotions with prompts is \u201chorrifying,\u201d and that generative AI is only capable of spitting out a blended average of everything that\u2019s ever been done by humans before.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">Werner Herzog said the films he\u2019s seen created by AI \u201chave no soul.\u201d He added: \u201cThe common denominator, and nothing beyond this common denominator, can be found in these fabrications.\u201d<\/p>\n\n<p class=\"wp-block-paragraph\">Cameron and Herzog\u2019s thesis is that AI is taking the wheel of creation out of the hands of humans and couldn\u2019t possibly be used to create a representation of their own lived experiences.&nbsp;<\/p>\n\n<p class=\"wp-block-paragraph\">\u201cIt\u2019s very easy to be angry with AI as a concept in the machine, but it\u2019s harder to be angry with someone that\u2019s made something personal,\u201d Watmough told TechCrunch.&nbsp;<\/p>\n\n<p class=\"wp-block-paragraph\">Tangonan, who describes \u201cMurmuray\u201d as a \u201cfamily story,\u201d agrees with that sentiment.&nbsp;<\/p>\n\n<p class=\"wp-block-paragraph\">\u201cAI is a facilitator,\u201d Tangonan said. \u201cI\u2019m still making all the creative decisions. When people see \u2018AI slop\u2019 online, it\u2019s a lot of lowest common denominator stuff. And, yeah, if you hand over the keys to AI, that\u2019s what you\u2019re going to get. But if you have a voice and a creative perspective and a style, then you\u2019re going to get something different.\u201d&nbsp;<\/p>\n\n<p class=\"wp-block-paragraph\">Using AI in filmmaking doesn\u2019t mean just prompting a film into existence. Tangonan, for example, wrote the script for \u201cMurmuray\u201d without AI and gathered visual references for a shot list. He then fed that content into Nano Banana Pro to generate images that matched his style and served as the foundation for video generation.&nbsp;&nbsp;<\/p>\n\n<p class=\"wp-block-paragraph\">Filmmaker Keenan MacWilliam also took pains to ensure her short film \u201c<a href=\"https:\/\/www.youtube.com\/watch?v=hQR8Py0kmPA\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Mimesis<\/a>,\u201d a fictional guided meditation, was a \u201ctrue extension of [her] visual language, rather than a \u2018blender\u2019 of other artists\u2019 work.\u201d<\/p>\n\n<p class=\"wp-block-paragraph\">MacWilliam wrote the script and recorded her own voice for the mock meditation, which was equal parts relaxing and funny. Onscreen, over a black, watery backdrop, psychedelic images of flowers and plants blended into each other, turned into smoke, morphed into seahorses, and swam away.<\/p>\n\n<p class=\"wp-block-paragraph\">The images all came from MacWilliam\u2019s own collection of scanned flora and fauna &#8212; she travels with her scanner everywhere she goes.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">\u201cI spent a lot of time learning how to make apps that were built with my own dataset, and then used those as reference points,\u201d MacWilliam told TechCrunch, adding that she worked with her long-time composer and sound designer on the film. \u201cI made a choice to avoid using AI for anything that I could have shot with a camera or ask my collaborators to animate. My goal was to unlock new forms of expression for my established themes and style, not to replace the roles of the people who I like to work with.\u201d<\/p>\n\n<p class=\"wp-block-paragraph\">That was a common thread among the filmmakers I spoke to at the Google Flow event &#8212; the desire to use AI only in cases when it was not possible to rely on other humans, or when the strange nature of AI generations serve the story.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">For example, Sander van Bellegem\u2019s \u201c<a href=\"https:\/\/www.linkedin.com\/posts\/sander-van-bellegem_last-friday-i-had-the-chance-to-premiere-activity-7408924221202006018-diM8\/?utm_medium=ios_app&amp;rcm=ACoAABLnShEBS_n2qGWsidtdfkmYqt-f8sZLBvo&amp;utm_source=social_share_send&amp;utm_campaign=copy_link\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Melongray<\/a>\u201d explored the acceleration of life through trippy visualizations. In one shot, a salamander transforms into a balloon. It wasn\u2019t part of his original storyline, but he was inspired by the way AI allowed him to push the limits of both his imagination and physics.\u00a0<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-to-be-efficient-or-not-to-be\"><strong>To be [efficient] or not to be<\/strong>?<\/h2>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe class=\"tcembed-iframe tcembed--youtube\" loading=\"lazy\" title=\"OCEAN VIEW\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/636k7kUf9zc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">Today\u2019s film studio <a href=\"https:\/\/www.wsj.com\/podcasts\/the-journal\/hollywood-jobs-are-disappearing\/556a88af-b759-491f-8589-d6aa2d3a432e?utm_source=chatgpt.com\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">budgets are being squeezed<\/a> by rising filming costs, the <a href=\"https:\/\/apnews.com\/article\/poll-movies-streaming-theaters-tickets-a1b6b6d48f47389f422ab7299c4e3e74\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">pivot to streaming<\/a>, and risk-averse corporate consolidation. That means big spends are saved for predictable revenue generators (see: the millionth Marvel movie) and original <a href=\"https:\/\/www.greenlightanalytics.com\/box-office-behavior-netflix-mid-budget-viewership\/?utm_\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">mid-budget movies<\/a> have all but been abandoned.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">Adding AI to the mix risks exacerbating the scarcity mindset of studios to the point where they might try to replace anything that can be \u2014 actors, sets, lighting \u2014 art and quality be damned. However, the efficiencies AI brings could also lower barriers and make it easier for film studios to produce original work.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">Even Cameron noted in his CBS interview that generative AI could make VFX cheaper, which could lead to more imaginative sci-fi and fantasy films &#8212; expensive endeavors that are reserved for existing IP like \u201cAvatar.\u201d<\/p>\n\n<p class=\"wp-block-paragraph\">The shot in \u201cMurmuray\u201d where the woman is flying through the forest would have taken expensive VFX or very complex rigging on set, both out of budget for a short film, according to Tangonan.&nbsp;<\/p>\n\n<p class=\"wp-block-paragraph\">But even filmmakers who see the benefits in efficiency understand the risks to artistic expression.&nbsp;<\/p>\n\n<p class=\"wp-block-paragraph\">\u201cI think efficiency in general is not the best friend of creativity,\u201d MacWilliam said.&nbsp;&nbsp;<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-empowered-and-isolated\"><strong>Empowered and isolated<\/strong><\/h2>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" height=\"383\" width=\"680\" src=\"https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Youve-Been-Here-Before-by-Hal-Watmough.png?w=680\" alt=\"\" class=\"wp-image-3094473\" srcset=\"https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Youve-Been-Here-Before-by-Hal-Watmough.png 1920w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Youve-Been-Here-Before-by-Hal-Watmough.png?resize=150,84 150w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Youve-Been-Here-Before-by-Hal-Watmough.png?resize=300,169 300w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Youve-Been-Here-Before-by-Hal-Watmough.png?resize=768,432 768w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Youve-Been-Here-Before-by-Hal-Watmough.png?resize=680,383 680w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Youve-Been-Here-Before-by-Hal-Watmough.png?resize=1200,675 1200w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Youve-Been-Here-Before-by-Hal-Watmough.png?resize=1280,720 1280w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Youve-Been-Here-Before-by-Hal-Watmough.png?resize=430,242 430w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Youve-Been-Here-Before-by-Hal-Watmough.png?resize=720,405 720w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Youve-Been-Here-Before-by-Hal-Watmough.png?resize=900,506 900w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Youve-Been-Here-Before-by-Hal-Watmough.png?resize=800,450 800w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Youve-Been-Here-Before-by-Hal-Watmough.png?resize=1536,864 1536w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Youve-Been-Here-Before-by-Hal-Watmough.png?resize=668,375 668w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Youve-Been-Here-Before-by-Hal-Watmough.png?resize=1097,617 1097w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Youve-Been-Here-Before-by-Hal-Watmough.png?resize=708,398 708w, https:\/\/techcrunch.com\/wp-content\/uploads\/2026\/02\/Youve-Been-Here-Before-by-Hal-Watmough.png?resize=50,28 50w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><figcaption class=\"wp-element-caption\"><span class=\"wp-element-caption__text\">Hal Watmough&#8217;s short film &#8220;You&#8217;ve Been Here Before&#8221; playfully explores the importance of morning routine<\/span><span class=\"wp-block-image__credits\"><strong>Image Credits:<\/strong>Hal Watmough<\/span><\/figcaption><\/figure>\n\n<p class=\"wp-block-paragraph\">For independent filmmakers, having so many powerful tools at their disposal is a blessing and a curse. It \u201cdemocratizes access,\u201d sure, but it also means working alone. The more you <em>can<\/em> do yourself, the less reason there is to collaborate.&nbsp;<\/p>\n\n<p class=\"wp-block-paragraph\">\u201cI know I\u2019m a one-man band, and I just made all this by myself\u2026but that should never be the way that anyone tells a story or makes a film,\u201d Watmough told TechCrunch, noting that an actor friend of his contributed the voice for his short. \u201cIt should be a collaborative process because the more people that are involved, the more accessible it is by everyone and the more it reaches and connects with people.\u201d<\/p>\n\n<p class=\"wp-block-paragraph\">Directors make creative decisions, but not all of them. The filmmakers I spoke to found themselves suddenly playing set designer, lighting director, costumer &#8212; roles requiring expertise they didn\u2019t have. It was frustrating and draining, pulling them away from the work they actually cared about. And upsetting to think about how an entire ecosystem could be upended so swiftly.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">The filmmakers I spoke to also said they\u2019d rather not replace actors with AI, though some said AI-generated actors are an inevitability for smaller studios. The tools exist, and are increasingly getting better, to generate actors, their emotions, their movements. AI video startups like Luma AI, which last November raised <a href=\"https:\/\/lumalabs.ai\/press\/luma-ai-raises-900-million-series-c-led-by-humain-and-partners-on-2-gigawatt-ai-supercluster-in-saudi-arabia\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">a $900 million Series C<\/a>, are even building technology that allows you to shoot an actor\u2019s performance once, and then use AI to change the character, costume, and set.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">\u201cIn an ideal world, I would work with real actors and some cinematographer and department heads and the full crew to make something amazing and use AI and complement that to be able to do things that we can&#8217;t do on set, whether for budgetary or time reasons,\u201d Tangonan.&nbsp;<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-if-artists-don-t-define-ai-studios-will\"><strong>If artists don\u2019t define AI, studios will<\/strong><\/h2>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe class=\"tcembed-iframe tcembed--youtube\" loading=\"lazy\" title=\"MIMESIS: A Salmon Skin Meditation\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/hQR8Py0kmPA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">\u201cI think making any creative work that uses new technology always requires a certain kind of gut check and a willingness to have conversations around the work,\u201d MacWilliam said.<\/p>\n\n<p class=\"wp-block-paragraph\">\u201cThese are tools,\u201d she added. \u201cHow are you going to use the tool? Are you going to be ethical about it? Are you going to ask questions? Are you going to be transparent and share knowledge?\u201d<\/p>\n\n<p class=\"wp-block-paragraph\">But many don\u2019t see AI tools as neutral. Labor replacement aside, there are still copyright concerns. AI video generation startup <a href=\"https:\/\/www.404media.co\/runway-ai-image-generator-training-data-youtube\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Runway<\/a> has reportedly scraped thousands of hours of YouTube videos and copyrighted studio content, while others &#8212; including Google, OpenAI, and Luma AI &#8212; have faced questions about whether they are doing the same, or training on copyrighted films and stock footage without permission. (Though some tools, like <a href=\"https:\/\/techcrunch.com\/2025\/07\/08\/moonvalleys-ethical-ai-video-model-for-filmmakers-is-now-publicly-available\/\">Moonvalley\u2019s Marey<\/a>, are trained only on openly licensed data.) Then there are the environmental horrors &#8212; <a href=\"https:\/\/www.techradar.com\/computing\/artificial-intelligence\/youll-be-as-annoyed-as-me-when-you-learn-how-much-energy-a-few-seconds-of-ai-video-costs?utm_source=chatgpt.com\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">some estimates suggest <\/a>generating seconds of AI video can consume as much electricity as hours of streaming.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">Unsurprisingly, many of the filmmakers I spoke to said they face stigma for experimenting with AI.&nbsp;<\/p>\n\n<p class=\"wp-block-paragraph\">\u201cWhenever I do post things online, a lot of my filmmaking colleagues have a very knee-jerk reaction to it that we should all hold the line and not use any of these tools,\u201d Tangonan said. \u201cI just don&#8217;t agree with that.\u201d\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">If filmmakers are too afraid to discuss how AI can and should be used and what the ethical boundaries are, then the conversation risks being decided for them. Not by artists trying to use it responsibly, but by efficiency-crazed studios that care more about bottom lines than art.&nbsp;<\/p>\n\n<p class=\"wp-block-paragraph\">\u201cThe film industry is floundering because people aren\u2019t innovating and everything costs too much. We need tools like this for it to survive,\u201d said Watmough. \u201cI think it\u2019s essential that people engage with it because if we don\u2019t, then it\u2019s going to become something we don\u2019t recognize, and that\u2019s not sustainable.\u201d<\/p>\n\n<p class=\"wp-block-paragraph\"><em>Correction: An earlier version of this article mischaracterized Ilocano as a Hawaiian dialect of Filipino. Ilocano is a language from the northern Philippines and is widely spoken among Filipino communities in Hawaii.<\/em><\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-\"><br \/><\/h2>\n","protected":false},"excerpt":{"rendered":"<p>AI expands access to filmmaking for resource-constrained creators. But as efficiency becomes the industry\u2019s north star, creativity risks being overwhelmed by a deluge of low-effort, AI-generated content.<\/p>\n","protected":false},"author":133574434,"featured_media":3094388,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tc-featured-article":true,"tc-header-option":"","tc-breaking-news":false,"tc-article-brief":false,"carmot_uuid":"","apple_news_api_created_at":"2026-02-20T15:30:25Z","apple_news_api_id":"8a7f7a52-1cbf-435b-8c78-d630178df4b5","apple_news_api_modified_at":"2026-02-20T17:28:48Z","apple_news_api_revision":"AAAAAAAAAAAAAAAAAAAABg==","apple_news_api_share_url":"https:\/\/apple.news\/Ain96Uhy_Q1uMeNYwF430tQ","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":[],"apple_news_suppress_video_url":false,"apple_news_use_image_component":false,"tc_subtitle":"AI is giving filmmakers superpowers. It\u2019s also taking away their collaborators.","tc_featured_image_disabled":false,"tc_exclude_from_rss_feed":false,"tc_exclude_from_content_rivers":false,"footnotes":""},"categories":[577047203,577030456],"tags":[577325937,22376,577370543,577369973,576597631],"tc_region":[],"tc_event":[],"tc_storyline_tax":[],"coauthors":[576860078],"class_list":["post-3094387","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artificial-intelligence","category-media-entertainment","tag-ai-video","tag-exclusive","tag-google-flow","tag-nano-banana-pro","tag-veo"],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.1 (Yoast SEO v25.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AI\u2019s promise to indie filmmakers: Faster, cheaper, lonelier | TechCrunch<\/title>\n<meta name=\"description\" content=\"AI expands access to filmmaking for resource-constrained creators. 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