IMAX Leverages AI for Global Content Expansion

In a bold move towards innovation, IMAX is embracing artificial intelligence to broaden the reach of its original content across the globe.

As global content consumption skyrockets, the demand for non-English content has started to eclipse that for English media. IMAX, known for its expansive theaters and captivating movie experiences, is responding to this shift by integrating AI into its localization strategy.

The media and entertainment industry saw a growth of 5% last year, reaching $2.8 trillion, with expectations to climb steadily to $3.4 trillion within five years. Non-English content is rising in popularity, even in predominantly English-speaking regions like the U.S., U.K., and Australia. Reflecting this trend, Netflix has reported a significant 90% increase in non-English viewership in the U.K. over the past three years.

IMAX’s partnership with Camb.ai, a Dubai-based AI startup, is at the core of this strategy. Camb.ai specializes in AI speech models for translation and dubbing across a vast array of languages. This partnership aims to make IMAX’s original documentaries and other content accessible to a wider, multilingual audience.

Camb.ai’s CEO Akshat Prakash highlights the company’s focused approach, avoiding the broad spectrum models pursued by others, like OpenAI. Instead, Camb.ai centers on creating specialized models that cater to specific needs. Prakash, who co-founded Camb.ai with his father, brings a personal perspective to the mission, having experienced language barriers firsthand growing up in India.

Camb.ai uses its proprietary models Boli and Mars for translating speech to text and vice versa, which effectively captures not only words but the nuances and emotions of the spoken content. This ensures that the essence of the original performance remains intact, a critical factor for media like documentaries and live events.

IMAX plans to execute the AI-driven translations in a phased manner, starting with languages that have high existing resources. Mark Welton, President of IMAX Global Theatres, expresses optimism about the partnership’s potential to improve localization efforts while managing costs.

The deployment of Camb.ai’s AI technology has been thoroughly tested by IMAX. This strategic collaboration not only promises cost-saving benefits but also enhances IMAX’s capability to deliver content tailored to a global audience.

Camb.ai’s rapid growth is evident, with a team expansion and a new pre-Series A funding round on the horizon. The startup initially secured $4 million in a seed round earlier this year, signaling strong investor confidence.

As IMAX and Camb.ai continue working together, the prospects for advancing global content localization look promising. Both companies are aiming to redefine how audiences worldwide access and enjoy diverse media.

IMAX’s innovative use of AI is set to revolutionize how content is localized and consumed globally. By focusing on delivering non-English content to international markets, IMAX is positioning itself at the forefront of an evolving media landscape. This forward-thinking strategy embodies the spirit of innovation and adaptation that defines the future of entertainment.

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Emmanuel Kesse

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