In a significant innovation for foreign films, XYZ Films released the Swedish sci-fi movie “Watch The Skies,” dubbed into English using Flawless’s AI-driven DeepEditor technology. Maxime Cottray, COO of XYZ Films, highlights the challenges of marketing international films in the US, often confined to niche audiences. This new dubbing system manipulates visuals to align lip movements with translated dialogue, an advancement Cottray describes as “amazing.” Released in 110 AMC theatres, the English version opens doors for wider audience access, which Cottray believes would have been impossible without dubbing.
Scott Mann, founder of Flawless, emphasizes that their technology preserves the emotional authenticity of performances without drastic reshoots. While the technique aims to enhance accessibility, Yale University’s Neta Alexander warns against eroding cultural specificity and the displacement of subtitles, which benefit diverse audiences and cultural appreciation. The global film dubbing market is projected to grow, indicating a rising demand for this innovative approach.
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