Earlier in the year, a viral 15-second AI-generated video featuring Brad Pitt battling Tom Cruise aggravated Hollywood. Described as “terrifying” by one screenwriter, the cinematic clip led the Motion Picture Association to demand ByteDance, the creator of the AI tool, cease its activities. Despite the backlash, ByteDance, known for TikTok, is continuing to engage filmmakers, artists, and executives interested in its AI video generation model, Seedance.
Seedance appeared in the U.S. this spring at a Santa Monica event held by a group associated with the Chinese government. ByteDance began recruiting for 100 open positions and signing on filmmakers and artists while conducting private finance discussions for AI films. They even hosted a luxurious event at Cannes and participated in panels at Amazon’s AI on the Lot event promoting their cinematic tool.
“Hollywood has no choice but to react to market realities, and those realities show Seedance as a powerful video generator currently,” said Peter Csathy of Creative Media.
Joel Kuwahara, a producer for “The Simpsons,” noted that studios quietly allow Seedance usage even without official approval, likening it to a “don’t ask, don’t tell” approach.
The competition to dominate AI video models is intense, with Chinese companies like Seedance, Kling, and Alibaba’s HappyHorse challenging U.S. companies like Google Veo and startups such as Runway and Luma. According to Artificial Analysis, Seedance is currently the most cost-effective and quality option, costing $9 per minute of video versus $24 by Google Veo.
Independent filmmaker Rupert Wainwright plans to utilize Seedance for his hybrid film “Sebastian,” combining location shots in Europe and AI-generated footage. Another filmmaker, Steven Schneider, known for “Paranormal Activity,” announced a hybrid AI horror production named “Terrarium,” entirely using Seedance. Director Jason Zada implements a dynamic filmmaking workflow using AI to continually write, cast, and edit, estimating the cost of generating 15 seconds of high-definition video at $5.
Zada will initially shoot the movie traditionally and later determine parts best done synthetically. Seedance continues fostering connections by providing indie creators and filmmakers free credits and access to new features, allowing them to beta-test models and provide feedback.
Kavan Cardoza exemplifies a breakout filmmaker using Seedance for his fantasy series “The Chronicles of Bone” on YouTube, engaging an audience of 500,000. Cardoza relies on Seedance to maintain character consistency across shots, developing AI characters using reference images.
“I can’t afford Brad Pitt, but synthetic actors might act just as well in the future,” Cardoza remarked. Cardoza has copyrighted his script and aims to attract studio interest, though unions like SAG-AFTRA resist synthetic actor usage.
“Seedance focuses on pleasing filmmakers and producing film-like results, offering tools such as timeline-based prompting for precise tweaking,” stated Stephan Vladimir Bugaj of JioStar.
Demand for Seedance has grown, with quotes reaching $2 million for unrestricted access by major studios. However, Amit Jain of Luma warns that traditional studios face geopolitical and intellectual property risks with Chinese models, deeming it unlikely for major Disney productions.
Luma has pursued Hollywood engagement through software sales and has also funded a company teaching hybrid AI filmmaking. AI media spending, despite conservative budgets, is anticipated to expand from $2.6 billion to $12.5 billion from 2024 to 2029. Bugaj suggests American players should be alert regarding the pricing and quality of Chinese models, while Zada emphasizes using the best tools available.