TECH - Could OpenAI's Sora Be A Boon For Small Studios And Indie Content Creators? New Toys 'R' Us Origin Story Video Could Be A Glimpse Into That Future | Benzinga
ChatGPT-parent OpenAI’s innovative text-to-video tool, Sora, has been used to produce a brand film for Toys “R” Us, indicating a potential game-changer for small studios and independent content creators.
What Happened: Toys “R” Us launched “the first-ever brand film using Microsoft Corp.-backed OpenAI’s new text-to-video tool, Sora.” The video debuted at the 2024 Cannes Lions Festival in France last week.
OpenAI’s Sora, which garnered interest in February for its lifelike videos generated by AI, has been introduced to Hollywood by OpenAI. However, the first to publicly embrace the technology is brand management company WHP Global, the current licensee of the Toys “R” Us brand.
The video was not entirely AI-generated. Creative agency Native Foreign had a team of approximately a dozen people working on the video and applied “corrective VFX” on top, according to director Nik Kleverov. Sora “got us about 80-85% of the way there,” he stated, reported The Verge.