In the rapidly changing landscape of the entertainment industry, the increased demand for diverse and localized content is reshaping how companies approach production and distribution. With users actively seeking out non-English films and series, IMAX is strategically aligning itself with this trend by harnessing the power of artificial intelligence (AI) to streamline localization efforts. As the global entertainment sector continues to expand, reaching a staggering value of $2.8 trillion in 2023, it is imperative for industry players to innovate and adapt to evolving consumer preferences.
The statistics speak for themselves: a recent report from PwC highlights a 5% growth in the entertainment and media industry and anticipates a further increase to $3.4 trillion over the next five years, albeit at a more moderate rate. Crucially, non-English content is witnessing exceptional traction, especially in traditionally English-speaking demographics such as the U.S., U.K., Canada, and Australia. Notably, Netflix reported an eye-watering 90% growth in non-English content viewership within the U.K. over three years. This paradigm shift underscores a momentous opportunity for companies like IMAX to tap into this burgeoning market.
Recognizing the vital role that localization plays in attracting a broader audience, IMAX has formed a partnership with Camb.ai, a Dubai-based innovation hub focusing on AI speech translation. The collaboration aims to leverage Camb.ai’s sophisticated dubbing capabilities to enhance IMAX’s original content portfolio, including unique documentaries. Camb.ai’s advanced technology is particularly exciting as it has already demonstrated its effectiveness in real-time applications like sports broadcasting, which involves dynamic environments and diverse audiences.
The partnership utilizes Camb.ai’s proprietary AI models—Boli for speech-to-text translation and Mars for speech emulation—to deliver fluency without losing the content’s original context and emotional depth. A significant advantage of this collaboration is Camb.ai’s commitment to a three-layer approach to AI translation. This layered architecture not only hosts advanced AI models but also provides a user-friendly infrastructure through the DubStudio platform, which supports over 140 languages.
The vision behind Camb.ai’s technological framework is driven by the dual challenges of accessibility and nuance—two essential components often overlooked in AI translation. Akshat Prakash, co-founder and CTO of Camb.ai, emphasizes the unique design of their models. Rather than pursuing a broad, generalized application typical of major AI companies such as OpenAI, Camb.ai focuses on specialization, targeting a variety of non-English languages, particularly those with limited resources in data availability.
He notes that the models have been trained on high-quality datasets, with a remarkable 70% sourced from academic-licensed materials. This data-ethical approach positions Camb.ai as a responsible technology provider, steering clear of scraping the vast expanse of the internet for data—a practice often seen in the industry. By combining precision training with user-generated data from early partnerships, Camb.ai ensures its models are both effective and ethically developed.
As the partnership with IMAX unfolds, the vision for the initial rollout of AI-driven translations is focused on the most resource-rich languages. This phased approach not only mitigates risks but allows IMAX to assess the effectiveness of the technology before broader implementation across its content library. As Mark Welton, IMAX Global’s president, indicates, the collaboration promises significant cost efficiencies in localization, although specifics remain confidential.
With Camb.ai already securing $4 million in a previous seed round and now aiming for a larger pre-Series A funding phase, the company is strategically poised for expansion. The growing team of 50 professionals is set to enhance Camb.ai’s capabilities, bringing more innovative solutions to the table.
IMAX’s foray into AI localization in partnership with Camb.ai is a critical step in redefining how audiences interact with entertainment across cultural and linguistic divides. As non-English content continues to gain traction, the evolution of AI technology will inevitably play a pivotal role in shaping viewer experiences. By investing in innovative localization solutions, IMAX not only broadens its market reach but also fosters a more inclusive entertainment landscape. As these technologies mature, they will enable entertainment companies to thrive in a globalized world where storytelling knows no language barriers.