Anamorph, a pioneering filmmaking and technology company, has just been introduced to the world. Founded by filmmaker Gary Hustwit and digital artist Brendan Dawes, Anamorph aims to revolutionize the cinematic experience with its unique generative technology capable of generating films that differ each time they are screened.
Anamorph showcased its innovative technology at the 2024 Sundance Film Festival by unveiling its debut documentary, “Eno,” featuring English musician and producer Brian Eno. Eno, known for collaborating with music legends like David Bowie and U2, is focused on exploring generative music software.
“Brian was the ideal candidate for [using Anamorph’s software] given his ongoing interest in technology’s role in art and music,” Hustwit tells TechCrunch.
During each screening of “Eno” at Sundance, Anamorph’s system selected scenes from a vast archive of footage, interviews, animations, and music, creating billions of potential sequences, providing a unique viewing experience for every audience.
Initially skeptical about the coherence of the scene order, Hustwit emphasizes that the generative system is not aimed at delivering films with a linear storyline.
“Despite the changing scenes, footage, music, and sequences, the film can still present a cohesive narrative arc resembling what we expect from a [typical] documentary. The story adapts based on how information is presented and paced,” he explains.
The continuity is maintained in each version by keeping the first and last scenes consistent, along with specific scenes slotted into fixed timeslots across all variations, such as Eno’s discussion on generative art.
Anamorph used high-definition files at Sundance but can also dynamically create the film live during a screening, a feature demonstrated during an exhibit at the Venice Biennale in October 2023.
Development of this generative platform took five years, combining proprietary techniques and the team’s storytelling expertise from the ground up, without utilizing external data, IPs, or films, as stated by the company.
Creating a system capable of processing numerous 4K video files with 5.1 audio tracks in real-time posed the primary challenge according to Dawes, who emphasizes the platform’s ability to generate over 52 quintillion variations, clarifying that it is not based on generative AI.
Anamorph’s goal is to enable major streaming platforms to integrate this technology, despite current limitations preventing dynamic generation and distribution of unique video files to individual viewers.
Anticipating that streaming services may need time to adapt, Anamorph plans to focus on live events and theatrical releases until the technology becomes more widely supported.
The company is exploring diverse projects, including art installations, potential blockbuster films, and commercial advertising campaigns showing interest in creating thousands of unique versions of a one-minute ad.
While this format may not suit all content, it offers a novel and engaging experience for viewers who wish to discover new elements with each screening.
Anamorph is now open to collaborations with filmmakers, studios, and streaming platforms to explore this innovative cinema concept further.
