As the demand for non-English content surges worldwide, IMAX is turning to artificial intelligence (AI) to scale its localization efforts and expand the global reach of its original productions. This move comes in response to a rapidly growing entertainment industry, with non-English content gaining ground even in traditionally English-speaking markets.
According to a recent PwC report, the entertainment sector saw a 5% growth in 2023, reaching a $2.8 trillion valuation. While the growth rate is expected to slow slightly over the next five years, reaching $3.4 trillion by 2028, the rise of non-English content is a major trend. For instance, Netflix saw a 90% increase in viewership of non-English content in the U.K. over the last three years.
Recognizing this shift, IMAX has partnered with Dubai-based Camb.ai, a startup specializing in AI-driven speech translation and dubbing. Through this collaboration, IMAX aims to localize its documentaries and other original content, ensuring broader accessibility to global audiences. Camb.ai’s Boli and Mars models, which offer high-quality speech-to-text translation and speech emulation, will enable IMAX to efficiently translate content into over 140 languages, including those with limited online data resources.
The use of AI in localization is not only about expanding reach but also optimizing costs. IMAX’s president of global operations, Mark Welton, highlighted the cost-saving potential of AI-powered translations. While IMAX is still in the early stages of this partnership, the company plans to roll out these AI translations gradually, beginning with high-resource languages.
Camb.ai’s technology has already been used for live sports events like the Australian Open and Major League Soccer, providing fast, accurate translations with minimal latency. This innovative approach could revolutionize how studios like IMAX engage with international audiences.
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