{"id":3755,"date":"2021-08-05T14:43:44","date_gmt":"2021-08-05T12:43:44","guid":{"rendered":"https:\/\/ricerche.apaonline.it\/?p=3755"},"modified":"2021-08-05T14:45:14","modified_gmt":"2021-08-05T12:45:14","slug":"come-l-intelligenza-artificiale-sta-influenzando-le-scelte-di-casting","status":"publish","type":"post","link":"https:\/\/ricerche.apaonline.it\/en\/articles\/come-l-intelligenza-artificiale-sta-influenzando-le-scelte-di-casting\/","title":{"rendered":"How artificial intelligence is influencing Casting choices"},"content":{"rendered":"\n

In Hollywood, over 50% of roles are assigned based on\nthe number of followers of individual actors<\/em><\/p>\n\n\n\n

Legend has it that an algorithm suggested the names of\nthe players who were to shoot the penalties against Italy on July 10 to England\nmanager Gareth Southgate. The data collected during training and matches\nbrought five players to the penalty spot and three shots were saved by the\nItalian goalkeeper, delivering the title of European Champions to the Italian national\nteam coached by Roberto Mancini. It is also true that Gianluigi Donnarumma has\nproven to be the strongest goalkeeper in the world at the moment, but the\nquestion remains legitimate: what if<\/em> the algorithm made a mistake in\nselecting those five names? Might things have gone differently?<\/p>\n\n\n\n

Obviously the possibilities are endless: perhaps the\nalgorithm was right, but not the parameters that were entered for the final of\na European championship. Yet, is artificial intelligence, or whatever else\ninvolved, capable of making the difference when compared to the intuition and\nexperience of a national football team coach?<\/p>\n\n\n\n

When algorithms are applied to entertainment and in\nparticular to casting – the core of Film&TV productions \u2013 why not decline\nthe most common ‘what if?’ into its past form, ‘What would have happened if casting\nhad gone differently?’.<\/p>\n\n\n\n

Seen through a time machine, this method wouldn\u2019t\ncertainly have given an actress as Audrey Hepburn the opportunity to star in\nthe most coveted role of Roman Holiday<\/em> where she literally surprised\neveryone, starting from her costar Gregory Peck who was the first to suggest\ntheir names should be printed on billboards in the same size, in spite of the\nfact that his colleague was definitely young and until then unknown to the\naudience. Vivien Leigh, an English gal born in India, would never have been\ncast for the iconic role of Rossella O\u2019Hara in Gone with the Wind<\/em> by\ndirector Victor Fleming and producer David O. Selznick. And a rookie such as Sean\nConnery would have been easily bypassed by Cary Grant for the role of James\nBond in the first 007 franchise episode, Dr. No<\/em>. Many would say that this\ntechnology could have spared us some films and TV series that we all recall\nwell. Yet, looking into what is happening today, the numerical factor is\nbecoming increasingly important in the US Film&TV production industry \u2013 and\nnot only.<\/p>\n\n\n\n

Social Media, for example, are also a crucial\nbenchmark in production, even more in consideration of the fact that actors\nsuch as Vin Diesel, Dwayne \u201cThe Rock\u201d Johnson, Selena Gomez have such high\nfollower numbers that the same concept of \u201cpromotion\u201d would need to be\nredefined. Above all, these figures give a ‘measure’ of celebrity in numerical\nterms, as never seen before the era of Social 2.0. On Instagram alone, Dwayne\nJohnson has 102 million followers, Rihanna 61 million; Vin Diesel 47 million;\nCara Delevigne 41 million. In short, the marketing we have dealt with until\ntoday cannot ignore this data, but can casting?<\/p>\n\n\n\n

Evidently not. For the past five years, while\nacknowledging \u2018freedom of choice\u2019, when two stars with the same talent were to\nbe cast, it has been the actor or actress with the highest number of followers to\nget the coveted role. Callbacks are thus based on figures that translate into\ncommunication opportunities becoming concrete numbers, and these numbers,\naccording to more or less structured algorithms, give a numerical illusion to an\nindustry where according to screenwriter William Goldman, author of \u201cAdventures\nin the screen trade\u201d, \u201cNobody knows anything\u201d. But then again, what about the\npast?<\/p>\n\n\n\n

The purpose of artificial intelligence, which finds\nmore and more applications in the business, is precisely to bring objectivity to\nwhat was usually steered by instinct, experience and other drives, such as\nthose linked to dreadful clich\u00e9s of producers sitting on their office couches –\nhopefully buried forever. Today casting directors who use Social Media to understand\nand analyze the potential of an actor beyond his acting talent are now\ncomfortably seated on that archaic symbol of Hollywood machismo. The question\nis: to what extent is this taking place today? <\/p>\n\n\n\n

According to the American website ProjectCasting that\ndeals with the issue of choosing actors, to a surprising extent: Jason Newman,\nmanager and producer at Untitled Entertainment, as well as suggesting that\nactors\u2019 CVs should include their number of Social Media followers, explains\nthat at least 50% of the roles assigned in projects produced by streamers and\nOTTs are assigned by taking into account the number of followers of a single\ntalent. “For an investor, it is a form of insurance.\u201d<\/p>\n\n\n\n

As Newman explains, “Investment and promotion are\nclearly linked, also to the echo of a TV series or a film on Social Media.”\nIn an interview with \u2018Variety\u2019, this position was reiterated by casting agent\nRobyn Kass, specialized in Unscripted shows, who explains how Social Media has made\nher job easier. \u201cHowever, social media is only the start of a broader selection\nprocess. We try to go beyond those IG filters that make everything beautiful,\u201d she\nsays, explaining that she has an entire staff team dedicated exclusively to\ncasting through Instagram.  <\/p>\n\n\n\n

And so? How can an actor get noticed by an agency?\nMany industry players assert that in order to be successful today an actor must\nhave great talent and no less than 20,000 followers.<\/p>\n\n\n\n

In Italy, on the other hand, Youtube seems to be the\nfavorite debuting social, where important television characters were born, such\nas Frank Matano and the highly respected \u201cMe contro Te,\u201d (1.5 million followers\non Instagram), who after grossing 10M\u20ac at the Box Office for their first theatrical\nrelease, are now working on a sequel, \u201cMe contro Te e il mistero della scuola\nincantata\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"

In Hollywood, over 50% of roles are assigned based on the number of followers of individual actors Legend has it that an algorithm suggested the names of the players who were to shoot the penalties against Italy on July 10 to England manager Gareth Southgate. The data collected during training and matches brought five players […]<\/p>\n","protected":false},"author":2,"featured_media":3747,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[22],"tags":[],"class_list":["post-3755","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles"],"acf":[],"yoast_head":"\nCome l\u2019intelligenza artificiale sta influenzando le scelte di Casting<\/title>\n<meta name=\"description\" content=\"L'intelligenza artificiale e i Social Media stanno influenzando le scelte di Casting, affermandosi come riferimento importante per le produzioni.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ricerche.apaonline.it\/en\/articles\/come-l-intelligenza-artificiale-sta-influenzando-le-scelte-di-casting\/\" 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