IMAX uses AI to translate its original content to expand its global reach

IMAX is taking things a step further by announcing a partnership with Dubai-based startup Camb.ai, which will use its AI language models to translate IMAX original content, including documentaries, increasing its global reach.

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According to a report published by PwC, the entertainment and media industry has registered a growth of 5% to reach $2.8 trillion in 2023. The industry is expected to continue its momentum with a compound annual growth rate of approximately 4% to $3.4 trillion over the next five years.

The fact that non-English language content is growing rapidly (even in English markets), including the US, UK, Australia and Canada. According to Yahoo Finance, Netflix has seen a 90% increase in viewership of non-English language content in the UK over the last three years.

Mark Welton, Global President of IMAX Theaters, said: “Although we are only in the early stages of the partnership, we will continue to work together to better explore its potential and how it can best move us forward“.

Akshat Prakash, co-founder and CTO of Camb.ai, said in an exclusive interview: “Companies like OpenAI and Anthropic have a different vision of society. They try to create models that are very horizontal and can cover a wide range of tasks. …We don’t have to do that at all. Some of our models contain fewer than 100 million parameters and are highly specialized“.

Prakash continued, “We are a generation apart and grew up in India. Thirty years apart, we faced the same linguistic challenges. What we don’t do, and this is something we’ve done very carefully and completely avoided, is possibly abolishing the Internet. Some companies feel like they can get away with it because they’re building a consumer-facing app or tool and think it’s okay to scrape off about 10 petabytes of the internet“.