United StatesMedia and entertainment2024Lionsgate
AI-generated critic quotations in a Megalopolis trailer
Lionsgate recalled a Megalopolis trailer containing fabricated critic quotations reportedly generated by AI
Problem
The trailer sought to position Megalopolis as another Francis Ford Coppola film whose critics might later be proved wrong. It used purported negative reviews of his earlier films to support that message.
Approach
Lionsgate released and recalled the trailer on August 21, 2024, after the quotations were challenged. Screen Daily subsequently reported that the content involved AI-generated quotations and that Lionsgate had parted ways with marketing consultant Eddie Egan. The studio apologized to the critics and filmmakers and acknowledged a failure in its vetting process.
Results
No published figures
Takeaway
Quotations central to the campaign's argument reached publication without adequate verification. Lionsgate acknowledged the review failure when it recalled the trailer.
Categories
- Industry
- Media and entertainment
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Generative AI
- Adoption
- Vendor solution
- Evidence
- Press reporting
Sources
Source summaries
Screen Daily reported AI-generated content in the fabricated-quotation trailer and Lionsgate's separation from consultant Eddie Egan. It placed the separation two days after the trailer's withdrawal.
SFGATE described the trailer's argument and quoted Lionsgate's recall and apology. Its initial report treated AI involvement as a possibility rather than an established fact.
Full details are in the original sources.