New AI Tool application in Movie Rating Adds Growth to Artificial Intelligence (AI) Market

  • Analysis
  • 10-February-2021

All movies in India are given a rating as per their content. Such ratings can affect the movie’s appeal regarding its consumers and the overall size of its potential audience. Hence, it affects a film’s bottom line. Traditionally, humans were entrusted with the task to manually rate a movie in accordance with the content of violence, sexual content, and drug abuse present in the movie.

Artificial Intelligence has slowly extended its roots into many sectors and has reached to movie rating as well. As a new development in Artificial Intelligence AI Market, researchers have revealed a new tool that can rate a movie within seconds. It does so by looking at the movie script before even a single scene has been shot. This new development will empower movie executives to design the movie rating as per their requirement before spending much on the film. Besides having financial benefits, it will also help storytellers and content creators consider the content they would produce and its effect on society.

Scenes that involved substance abuse, sexual content, and violence are usually plots on which a movie rating is based. With the help of artificial intelligence applied to scripts, it has been noted that linguistic cues can trigger behaviors of violence if film’s characters perform such content.

To build the tool, the researchers used 992 movies that have explicit content filled with violence, substance abuse, and sexual content. The team then trained the AI to recognize risk behavior, language, and patterns analogous to such content. The tool gathers all the scripts as input and processes them through a neural network. Then, the script is scanned for semantics and sentiments expressed. While doing this also categorizes sentences as positive, negative, aggressive, and other types of descriptors. It then automatically classifies phrases and words into the categories of sexually explicit, violent, or substance abuse.

The team stated that in any typical film, there is a relation between the content based on substance abuse and scenes involving sexual scenarios. Intentionally or otherwise, in practice, the filmmakers, for some reason, match the substance abuse-related content with sexually explicit content.

Another eminent pattern was filmmakers' practice to compensate for low levels of violence with combined sexual content and drug abuse scenes. Furthermore, the researchers also noted that most movies have a huge content of sexual nature or scenes involving drug abuse. However, it is unlikely for a movie to have a high level of all the risk factors, probably due to MPA (Motion Picture Association) standards.

It was also found that there was an interesting relation between MPA ratings and risky behavior. It has been MPA’s practice that as the sexual content in a movie increases, emphasis on violence and substance abuse is less. Hence, a movie with high sexual content is likely to receive an “R” rating even though it has fewer scenes on substance abuse and violence.

The AI Tool is evidently helpful to executive directors in terms of giving ratings to a film just by reading the script. On top of this, it can also help filmmakers understand the impact a movie may have on the audience, and they're ‘take-away’ from the whole experience. Such tools are likely to have a positive impact on society as they may contribute to raising awareness of important issues by identifying negative stereotypes.

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