Summary in Plain Language
This article delves into a new trend in the entertainment industry that has recently emerged: AI has virtually eliminated the barriers to creating derivative works from ordinary content. What was once a niche activity reserved for a small group of fans with editing and artistic skills has now become a powerful tool for promoting low-budget films with minimal marketing effort. A prime example is the August hit “Niu Lai,” which went viral across the internet entirely thanks to AI-generated memes created by users without any official marketing investment. From ordinary viewers to content creators and film copyright holders, to short-video platforms, everyone is participating in this phenomenon. However, beneath the surface of this seemingly collaborative frenzy, issues such as blurred copyright boundaries, the commodification of creativity, and the dilution of the original work’s essence are becoming increasingly evident. The industry is at a crossroads: it must decide whether to allow free use of content to drive traffic or establish clear rules to protect rights.
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Four Dimensions of Explanation
1. Why has AI-driven derivative content become a powerful marketing tool?
This would have been impossible three years ago. To create a parody or fan-made video, one would have to spend months learning editing, finding materials, and using special effects—something beyond the capabilities of most viewers. Now, AI has removed two major obstacles: first, the barrier to entry; even if you’re not skilled at editing, you can simply type a few lines of code to place a character from “Niu Lai” in a scene from “Avengers” and generate a complete video. Second, the efficiency has increased dramatically; what used to take days can now be done in hours, producing dozens of videos in a single day. It’s like turning hundreds of millions of viewers into “free marketers” for films. Films with no marketing budget can gain popularity through these AI-generated content.
2. Do you think users are just playing around with memes? The essence of AI-driven creation is that viewers are acting as “writers” to express their emotions.
While it may seem like users are just making random memes, each type of derivative content reflects real emotions that they have nowhere else to express:
- For example, memes that promote a quirky character over established film heroes reflect viewers’ frustration with elite films made by big studios that prioritize special effects over meaningful stories. By supporting underdog characters, they are challenging the superiority of these films.
- In other cases, users modify tragic endings or incorporate characters from different stories to create more satisfying outcomes, acting as if they were writing their own happy endings.
- Fans also create additional content based on missing details from the original works, allowing them to enjoy the story in their own way.
In other words, while it used to be the studios’ job to create the content, now users can create whatever they want using AI.
3. Derivative content is no longer just for fun: The entire industry is driven by profit.
The purpose of derivative content has changed significantly. It’s no longer about passion for the original work; everyone is focused on generating traffic and profit:
- For instance, Stephen Chow’s attitude has shifted dramatically. He once criticized platforms for using AI to create his videos, but now he’s actively allowing such content and even collaborating with them. This shift shows that trying to stop it is counterproductive; it’s better to set rules and benefit from the traffic it generates.
- Platforms like Weibo and Bilibili are hosting AI creation competitions with substantial prizes, as more user-generated content leads to higher engagement and traffic.
- Even people who haven’t watched the films are participating, as AI makes it easy to produce large amounts of content quickly. The focus is no longer on creativity but on profit.
4. Behind the surface of a seemingly win-win situation, there are hidden risks:
- The first risk is that copyright issues may arise. While copyright holders may ignore minor violations while content is popular, they can later enforce their rights, leading to legal disputes.
- Derivative content can mislead viewers about the original works. For example, a war-themed film might be transformed into a comedy, changing the audience’s perception of it.
- Once rules are established, creative freedom will be limited, and derivative content will become more standardized, losing its unique value.
In summary, the entertainment industry is in a transitional phase, struggling to balance the need for creative freedom with the protection of copyright. These issues will likely become more prominent in the coming years.