There is a reason why movies aren’t released the moment they are ready. This is because there are a variety of factors to consider, such as whether or not there are movies that are similar in nature that could potentially distract from the release, how many people are free to watch the movie (such as during the holiday season), and so on.
So far studios have had no issues deciding on a release date, but in the future, picking a release date could be a lot easier and more efficient, at least in the case of Warner Bros. movies. This is because the movie studio has announced that they will be working with Cinelytic and will be utilizing the company’s AI to help make more informed decisions as to when a movie should be released.
According to Tonis Kiis, Senior Vice President, Warner Bros. Pictures International Distribution, “Warner Bros. is excited to employ Cinelytic’s cutting-edge system. In our industry, we make tough decisions every day that affect what—and how—we produce and deliver films to theaters around the world, and the more precise our data is, the better we will be able to engage our audiences.”
Cinelytic claims that with its AI platform, it will help reduce “low-value, repetitive tasks” that studio executives might have to do, and instead “focuses on generating actionable insights for packaging, green-lighting, marketing and distribution decisions in real time.” We’re not sure how effective this system will be, but it will be interesting to see how it works out.