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The reel deal? An experimental analysis of perception bias and AI film pitches

Author

Listed:
  • Paul Crosby

    (Macquarie University)

  • Jordi McKenzie

    (Macquarie University)

Abstract

Artificial intelligence (AI) is creating significant disruption in many creative industries, including the film industry. With increase in levels of investment in sophisticated AI technologies, film studios can potentially replace, or at least reduce, traditional roles of film professionals. Not surprisingly, such moves have been met with vocal opposition from industry associations and labor unions. In the discourse of such debate, however, limited attention has been given to consumer acceptance of AI in filmmaking. This study provides the first evidence concerning potential perception biases in the context of AI film development, related to film ‘pitches.’ Using a randomized experiment of 500 participants, we find no discernible bias related to AI-generated synopses, inclusive of AI-generated director and casting decisions. Our results suggest that consumers may be accepting of, at least, limited involvement of AI in film development.

Suggested Citation

  • Paul Crosby & Jordi McKenzie, 2025. "The reel deal? An experimental analysis of perception bias and AI film pitches," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 49(2), pages 281-300, June.
    • Handle: RePEc:kap:jculte:v:49:y:2025:i:2:d:10.1007_s10824-025-09534-4
    DOI: 10.1007/s10824-025-09534-4
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    More about this item

    Keywords

    Artificial intelligence; Creativity; Film industry; Perception bias;
    All these keywords.

    JEL classification:

    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • Z10 - Other Special Topics - - Cultural Economics - - - General

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