In an era where entertainment knows no language boundaries, the global appetite for non-English content is skyrocketing. According to a recent report by PwC, the entertainment and media industry experienced a robust growth of 5%, reaching an impressive $2.8 trillion in 2023. Projections indicate that this sector will continue expanding, albeit at a more measured compound annual growth rate (CAGR) of approximately 4%, aiming for a staggering $3.4 trillion over the next five years. One of the most notable shifts is the burgeoning demand for non-English films and series, which are rapidly gaining traction even in traditionally English-speaking markets like the U.S., U.K., Canada, and Australia. Notably, Netflix recently shared that its U.K. audience for non-English language programming surged by 90% in just three years, further validating this trend.
Recognizing the undeniable shift in viewer preferences, IMAX is poised to adapt by leveraging artificial intelligence to enhance the localization of its original content. The Canadian theater giant, renowned for its colossal screens and immersive cinematic experiences, has entered into a partnership with Dubai-based Camb.ai, a startup that specializes in AI-driven translation solutions. This collaboration aims to revolutionize how original content, including documentaries, is localized and made accessible to a wider audience across various linguistic backgrounds.
Camb.ai has developed robust AI models that are already in use across several sectors, including live sports broadcasting. With notable implementations during high-profile events like the Australian Open and Eurovision Sport, it has proven its capability in providing real-time speech translation and dubbing services. Their offerings include the Boli model for converting speech to text and the Mars model for eloquent speech emulation, showcasing a commitment to retaining the integrity and emotional nuances of human speech.
The backbone of Camb.ai’s technology is its innovative “three-layer” approach, which consists of foundational AI models, the necessary infrastructure, and a user-friendly front-end platform called DubStudio. This architecture supports an impressive range of 140 languages, including several less commonly spoken languages that are often overlooked in mainstream media. According to Akshat Prakash, co-founder and CTO of Camb.ai, their strategy diverges significantly from that of competitors like OpenAI or Anthropic, who strive to create broadly applicable models. Instead, Camb.ai focuses on producing highly specialized AI models that prioritize quality and linguistic subtleties over sheer volume.
It is remarkable to note that Camb.ai has pre-trained a significant portion—70%—of its models using datasets that are academically licensed, which ensures a commercial viability. This careful approach contrasts sharply with some larger entities that resort to scraping vast amounts of the internet for data, often raising ethical concerns. Camb.ai adopts a more responsible development path, allowing for relevant and useful data collection while steering clear of contentious practices.
When it comes to translating live events, Camb.ai’s technology shines, enabling speech translation across up to ten languages simultaneously with a latency of merely 20 to 30 seconds. This impressive performance sits well within the typical delays seen in streaming and broadcasting, making it a practical solution for real-time applications. As IMAX prepares to roll out its AI-powered translation capabilities, it plans to begin with high-resource languages and gradually expand its offerings, demonstrating a strategic, phased approach to integration.
Mark Welton, the president of IMAX Global, indicates that this partnership has untapped potential to streamline translation costs while enhancing accessibility for global audiences. Although specific financial details remain under wraps, the implications for cost-effectiveness are clear as IMAX seeks to broaden its reach in an increasingly competitive marketplace.
With a dedicated team of 50 and a seed funding of $4 million from Courtside Ventures earlier this year, Camb.ai is gearing up for an even bigger pre-Series A funding round to accelerate its growth and technological advancements. The synergy between IMAX and Camb.ai highlights a crucial pivot in the entertainment industry, where localization through AI is not only desirable but imperative for capturing the diverse global audience’s attention. As they forge ahead, both companies could redefine boundaries in content accessibility and cultural exchange, inviting a new era of entertainment that transcends language barriers.