die hard alum Bruce Willis has made a decision that elucidates the rapid and staggering advancement of a particular technology that could be useful to players around the world in the near future. Recent reports indicate that the Emmy-winning actor has become the first Hollywood talent to sell his rights for a digital carbon copy of himself to be used in future projects and endeavors.
Also read: ‘A true blue action star’: Bruce Willis returns to Nakatomi Plaza to celebrate 34 years of Die Hard despite being diagnosed with aphasia
This opens up a range of possibilities for the actor who won’t need to be on set to appear in particular movies or other ventures. It also gives rise to certain implications that can completely change the contemporary Hollywood scene. To say that technology has evolved and is constantly testing the limits of reality would be an understatement.
How Deepfake Technology Helped Bruce Willis
According to a report by The Telegraph, Bruce Willis consented and authorized a company called Deepcake to use his face to create a digitized replica of himself. The firm describes its expertise as follows:
“Deepcake is an AI-powered content optimization web platform with a proprietary library of AI replicas of real people, living or dead, including A-list celebrities.”
What prompted the actor to make such a decision? As Willis claimed, using deepfake technology allowed the actor to transcend the need to be physically present on set. The actor made a guest appearance in a commercial that didn’t require his actual presence during filming. Instead, her face was “digitally transplanted” on another person, who would act on behalf of the Golden Globe-winning talent.
But why Deepfake?
Earlier this year, the family of Bruce Willis announced that the famous actor would be retiring from his acting career which “meant so much to him” after being diagnosed with aphasia. Additionally, in the Instagram post where this revelation was made, the following was mentioned:
“It’s a really tough time for our family…We’re going through this as a strong family unit…As Bruce always says. “Live it up” and together we plan to do just that.
Communication skills are strongly affected by aphasia. It can affect how a person writes, speaks, interprets, and uses both spoken and written language. The disorder refers to an impaired ability to understand or make sense of words. This can result from a stroke or a head injury. With such health problems, the acting profession becomes difficult to say the least.
Read also: ‘God Damn That’s Grim’: Bruce Willis finally gains internet sympathy for recent streak of bad movies after Randall Emmett’s appalling behavior surfaces
In such a scenario, the deepfake technology, which has otherwise been scrutinized, has become the saving grace of the actor. Making a statement on his website, Willis had the following to say about the innovative and game-changing technology:
“I liked how precisely my character turned out. It’s a mini-movie in my usual genre of action-comedy. For me, it’s a great opportunity to step back in time. With the advent of modern technology, even when I was on another continent, I was able to communicate, work and participate in filming.
He expressed his feelings of gratitude to the entire team who made such an amazing experience possible. As he feels “New” for Bruce Willis, it could soon radically change the Hollywood landscape.
Fan reaction
Fans of the actor are both amused and rather terrified. Some claim that Bruce Willis literally “sold his soul”while others have commented how it is “on the mark” for the actor to take such a step. Most are unsure about the advent of deepfake technology, fearing it could become a possible exploit “to orient oneself.”
Looked:
— 𝙃𝙊𝘾𝙐𝙎🧟♂️𝙎𝘾𝙍𝙊𝙏𝙐𝙎 (@hocusscrotus) September 29, 2022
Wow this is scary and weird. Now, if her role is Oscar-worthy, who gets the Oscar?
— OldSchoolThrillz (@TheOldSchoolGa2) September 29, 2022
Read more: Remembering Bruce Willis: The now-retired actor’s most watchable films
iirc there was a russian vodka ad that paid bruce willis to use a deepfake of his face instead of a real actor so we’re kinda into that already
— Madame Moist (@MadameMoistAAAA) June 26, 2022
I like Willis, but maybe that’s a dangerous precedent. https://t.co/BwD2LlUm6z
— Mark Alvarez (@AnimeExBurst) September 29, 2022
I don’t know how I feel about this trend https://t.co/vzWHI2eKTs
—Jason Jordan (@jjordan28) September 29, 2022
While this is the first time someone has sold the digital duplication rights to their image, it’s not the first time the technology has been used in the industry. Previously, several movies and franchises used deepfake to easily transform footage completely. Technology has allowed various actors to be aged. Therefore, younger versions of their characters can easily be brought to life without having to defy the constraints of ever-flowing time.
Needless to say, this technology is poised to immortalize many actors. Stars of the past could easily be “brought back to life” with such innovation. Alas, it must be recognized how much of a double-edged sword this could act, especially if such digital powers fall into the hands of the wrong people.
The future of innovation is both frightening and fascinating. The impact this should have on Hollywood will soon reveal itself in time.
Source: The Telegraph
