Eros International Uses AI to Modify Film Ending, Igniting Controversy
Eros AI-Ending Sparks Director Rivalry & Questionable Use
Eros International is facing criticism from its former director Aanand Rai after releasing a Tamil version of the 2013 film ‘Raanjhanaa’ featuring an AI-recreated ending, a move the director claims undermines creative control and artistic integrity.
In Brief
- Original director Aanand L. Rai strongly opposes the AI-modified Tamil version of ‘Raanjhanaa’, describing the use of AI without consent as setting a “deeply troubling precedent.”
- Eros International states the AI-assisted modification is minor (under 5% of runtime) and culturally sensitive for Tamil audiences, with plans to review its vast film library for similar applications.
- Industry unions and critics question the quality and ethical implications of retrospectively altering a film’s narrative using AI without the original creator’s involvement.
Eros International is preparing to release “Ambikapathy,” a Tamil version of its 2013 film ‘Raanjhanaa’, featuring an ending significantly altered using AI technology. According to Eros CEO Pradeep Dwivedi, the modifications target “a very small portion” of the film’s narrative, specifically the final act, stating the change aims to align with Tamil audience sensibilities.
However, the move has drawn strong opposition from the film’s original director, Aanand L. Rai. In a Variety interview, Rai termed the project a “deeply troubling precedent” and argued that Eros disregards “fundamental principles of creative intent and artistic consent.”
The dispute highlights ongoing tensions regarding AI’s role in creative industries, touching on issues of copyright, creator consent, and the limitations of current AI technology. While Eros presents the AI use as a curated, responsible innovation focused on localization, critics highlight significant technical limitations.
“AI video generation from scratch is simply not up to any professional standard,” David Gerard, founder of Pivot to AI, told Decrypt. He described Eros International’s efforts as likely aimed more at generating publicity than demonstrating genuine innovation.
Meanwhile, the ongoing dispute with director Rai’s production company, Colour Yellow, adds layers of complexity. Rai asserts that while Eros may hold copyright, it cannot alter the film’s core creative intent without the creator’s input, emphasizing the importance of artistic consent.
Industry unions like Equity are also voicing concerns, advocating for legislation to protect creators from unauthorized AI manipulations of their work and ensure fair compensation.
Eros International defends the project, framing it as an evolution in filmmaking focused on audience reach and respect, a strategy they describe as “responsible innovation.” However, the original director paints Eros’s planned review of its 4,000-film library as opportunistic opportunism, further fueling the debate over who truly controls cinematic content in an AI-augmented future.
