Friday, 31 October 2025

BTS: Good Boy

IBC

From casting his own dog as the lead to shooting at dog’s eye level, first time feature director Ben Leonberg has perfected a filmmaking process entirely built around a pet. The result is critical acclaim and a viral smash for horror season.
article here
They say never work with animals but filmmaker Ben Leonberg had the skill and patience to spend 412 days creating his pet project: an adult horror movie starring his own dog. Good Boy, which was made for peanuts, has become a bone-fide breakout hit.
“Back in 2012, while rewatching the opening scenes of Poltergeist, a ‘what if’ struck me that I couldn’t shake: What if the family dog was the only one who knew the house was haunted?,” Leonberg explains.
Good Boy is the result of that question. It’s a paranormal thriller told from the perspective of a dog and with a distinct visual approach that often frames scenes from 19-inches off the ground.
“In this movie, the instincts and simple reasoning of a pet drive the story and storytelling. Indy is a real dog [a retriever] with real senses, and he'll follow his nose, literally. It's not teaching him to be in a movie. He has no idea he was in a film. It's just that we made the movie around him.”
At the start of Good Boy, Indy moves with his human owner to an isolated cabin in the country. As soon as he moves in, the canine hero is immediately vexed by empty corners, tracks an invisible presence only he can see, perceives phantasmagoric warnings from a long-dead dog, and is haunted by visions of the previous occupant’s grim death. Is the dog really sensing an evil dread or are we reading too much into his expression? The film plays on the ambiguity.
Projecting performance
“Everyone who's had a dog has at some point wondered why its staring at nothing or barking in the middle of the night?” says Leonberg. “I think that's very relatable. Also, dogs in horror movies is a trope we've seen before. They are often the ones who can sense danger before the human characters catch on. The inspiration for my film was to expand that kind of character by telling the story entirely from their point of view.”
In the process it became an intriguing thought exercise into the nature of filmmaking itself.
“People often ask how we got Indy to look scared and the truth is we didn't do anything. It’s just what you're seeing. There are things you can do such as air conditioning the room enough so he won’t pant and generally keeping things calm but all dogs have this very neutral expression. It’s the other filmmaking tricks and techniques that creates the performance. If the audience feels scared it’s because they’re projecting that onto him. In reality, he's having the time of his life!”
He elaborates, “In Hitchcock movies for example the actors aren't doing a whole lot. They’re not emoting much but because the camera is doing something in relation to them, it creates a performance and suspense. The filmmaking tells you to how to feel and you put that onto the character.”
Adjusting to the X factor
Nonetheless, when your lead actor is a dog, traditional filmmaking rules go out the window: For three years, Leonberg and his wife Kari Fischer (also the film’s producer) worked around Indy’s schedule— capitalising on his natural curiosity, eliciting specific expressions with silly noises, posing him in specific positions, waiting under beds for hours to get the perfect shot and enticing him around the haunted house set with treats.
“All shots with Indy were captured on closed sets so that we could maintain his focus, and we only ended up acting in it because I’m one of two people Indy truly loves and listens to.”
In reality the set was their own home in a rural location of New York State into which they moved during Covid. The familiarity of the environment was one clue to how the filmmakers enticed a performance out of their lead actor. The rest required constant invention and planning to build shots around his daily schedule.
“Indy is an enormous X factor,” says Leonberg who storyboarded the whole film knowing that Indy couldn’t be relied on to ever hit exact marks. “It’s not the kind of movie where I could have had a board artist draw every detail of the room and explain to my actor exactly how all the elements of the mise-en-scène would come into play. I had a goal of what the shot was supposed to accomplish in terms of the story but the process was always in flux, trying to figure out how to actually execute on this.”
Sometimes a shot that was supposed to be a medium had to be changed to a two-thirds shot or a close-up just because of where Indy ended up.
“I’d have to adjust the shot that come next in response to that new frame. It was definitely hard, but also really fun. It's a novel way to make a film using time as the primary resource where you're not trying to spend a lot of money or do 12 hour days, day after day. This was working a few hours a day at the pace of a hobby over the course of several years.”
Leonberg did all the camera and lighting himself crediting Wade Grebnoel (his surname, backwards) in the titles. He shot on a RED Dragon X 6K with vintage Nikon AIS glass. “The hero lens was the 15mm. It probably got used in every single scene for close-ups where his face fills the frame. It’s a wide angle lens that is perfect for a canine face. Vintage lenses take some of the edge off the resolution and makes the movie feel a little bit more handmade and organic. That was certainly what I was going for here.”
He wasn’t totally solo. Fischer learned how to operate camera for a few shots where her husband had be in front, and he brought in an additional camera operator for one day when they both needed to be free to move around with Indy.
However, for all but five of the 412 days of principal photography it was just the three of them - including the dog. Leonberg also redid the electrics and built practical effects including rain machines in creating the spectral presence that haunts the film.
Leonberg had a career in commercials before moving into narrative filmmaking with shorts like Bears Discover Fire which featured a life size puppet of a Grizzly. He also earned an MFA in directing from Columbia University where he taught for over five years.
He drew on his background working in immersive media to execute some of the most complex shots—leveraging compositing techniques he perfected in VR to remove himself and Fischer from shots where they coached Indy while on camera.
The recorded production audio which is mostly from camera or from a planted mic was just a guide. Since Leonberg and Fischer are coaxing Indy through each shot the sound required an entire rebuild in post including replacement of all the dog’s footsteps.
What comes next
It’s not a spoiler to state that Indy survives. Leonberg revealed as much before the film’s release likening it to audience knowledge of Ethan Hunt’s invincibility in Mission Impossible.
“My co-writer (Alex Cannon) and I never seriously considered a version in which he dies. If it was a sad ending, it might not have worked out quite so well. Horror movies are horrible by definition but people still like an ending where it feels like the hero has some sort of completed journey. We always knew we were going arrive where we did with Indy living to fight another day, so to speak.”
Independently produced by Leonberg and Fischer’s company ‘What's Wrong With Your Dog?’ Good Boy has made over $7 million in cinemas and is also available on horror streamer Shudder.
Unsurprisingly after all the attention his film has achieved, Leonberg is fielding pet related scripts. “Having developed a unique set of skills, at least working with my own dog, I’m being asked for my advice on other animal film projects. It’s not what I want to do next, although I probably will return to animal storytelling at some point.”
Instead, he wants to explore how new stories can be told using original perspectives.
“Refreshing genre tropes through new kinds of characters and marrying that to a literal new perspective is definitely exciting. Even though it was physically taxing to make a film from 19 inches off the ground from Indy's point of view, I want to take the idea further.”

Thursday, 30 October 2025

Can GenAI unlock ad revenue for cash strapped broadcasters?

IBC

The first AI-created adverts are coming to TV as broadcasters look to compete with social media. ITV and Channel 4 explain why they are now scaling up
article here
Last month, Channel 4 became the latest broadcaster to offer advertisers the ability to create ads using Generative AI. It followed US media conglomerate Comcast (parent to Sky in the UK, the NBC network and streamer Peacock) which launched a GenAI service in June and ITV which began its trial over a year ago.
All are now looking to scale up the proposition which targets the hundreds of thousands of small and mid-sized businesses who currently advertise with Meta, Amazon and Google.
Additionally, ITV, C4 plus Sky are planning to pool resources into a new advertising marketplace in collaboration with Comcast in 2026. This will be based on Universal Ads, Comcast’s advertising platform “designed to make television as easy to buy as social media” and which includes video generation from Streamr.AI at its core.
“Our motivation is fundamentally to bridge the gap between the millions of advertisers that are out there and the thousands who currently advertise on  ITV,” says Jason Spencer, Business Development Director ITV. “Essentially, what we see in that huge gap is a growth opportunity for us to engage those SMEs who are used to making their own ads on Meta and YouTube. We want them to see that actually TV is no longer outside of their reach.”
The argument is that historically TV advertising has been too expensive and too complex for most businesses. Only 7,000 out of the UK’s 3 million advertisers run campaigns on TV, according to clearance and regulation service Clearcast.
We're producing very simple storytelling with a low cost of entry cost for an ad that can be delivered self-serve in 30 seconds. If an advertiser says they want a more sophisticated ad, they can upgrade to one made by our creative production team who will use, amongst other things, the enterprise licenses through GenAI.”
Breaking down the barriers
The aim is “democratise access to TV” as Barry John, head of sales operations, Channel 4 puts it. The problem this is solving is for advertisers who may, in the past, have thought TV was either too expensive or too complicated to buy or the process of putting advertising on CTV seemed out of reach for various reasons.
“We are providing a set of tools that can give an advertiser a suitable quality creative in order to advertise their products with us where they may previously have never thought it was an option.
“This is not about building a huge brand campaign with a long-term initiative. It is very firmly around the sort of small to medium-sized businesses whose objectives are typically sales of some kind.
“We feel there is a route with GenAI to provide a good enough ad for them that will allow them to be on the most powerful marketing medium that we've seen – TV - in a way that is time and cost efficient for them.”
Channel 4’s solution is claimed to cut the cost of producing a 30-second spot by around 90%. In 2024, ITV’s in-house team of five made about 1000 ads for 200 new-to-TV advertisers with budgets between £500 and £5000. The original GenAI ads launched last year took around 10 hours to create and cost around £500 each. Spencer says that cost has reduced even further.
Comcast claim that using GenAI, “What used to take months and thousands of dollars can now happen in a single afternoon.”
Both ITV and Channel 4 are offering the use of GenAI as a managed service for clients. Their inhouse teams will use various AI tools to create an ad, liaising with the client on expected outcomes and tweaking the creative accordingly. 
Both claim the GenAI tools they use are ethically sourced, properly licenced and copyright safe. Both work directly from the marketing assets, like websites and existing videos, owned by the client and both back and forth between the AI models and the internal sales team to finesse prompt engineering. The ads will be subtitled automatically delivering further efficiencies.
Both broadcasters also use Streamr.ai, the video generator recently acquired by connected TV ad company Magnite. A key reason Channel 4 and ITV chose it over dozens of rivals is that Streamr has fed UK broadcast compliance rules (BCAP) into its video generation engine with the aim of having the ad cleared straight away by Clearcast at the first time of asking, therebny removing another impediment for advertisers.
GenAI ad workflows normalised at ITV
ITV has just switched to Streamr having launched using ‘enterprise licenses’ for models that likely include ChatGPT. ITV won’t say which other models it will continue to use them alongside Streamr for different elements of production. Over the past year AI has become “normalised” into ITV ad creative workflows.
“Brands don't necessarily come to us saying they want a GenAI ad,” Spencer explains. “When we look at a brief we see that it lends itself to using a range of tools and techniques from [real] video cameras and graphics packages to GenAI. AI has become integrated into what we do day-to-day. We're not just making ads that are solely end-to-end GenAI. There might be certain shots within certain ads using Generative AI. We might use AI for storyboarding or to speed the process in other ways so we can spend more time discussing with the client about how we can flex things.”
We're producing very simple storytelling with a low cost of entry cost for an ad that can be delivered self-serve in 30 seconds,” Spencer says. “If an advertiser says they want a more sophisticated ad, they can upgrade to one made by our creative production team who will use, amongst other things, the enterprise licenses through GenAI.”
ITV has trained its entire sales team to be able to use the tech. “We've turned our commercial team into producer-creators,” Spencer says. “That's a door opener. We're using this as a pilot initially to see how this helps us to engage more SMEs. We're stress testing the capabilities of it now.”
He adds, “The market is quite tough at the moment. We're up against the Big Tech platforms who have a much more frictionless way of working with SMEs. What we've tried to do is chip away at the perceptions and this is a long-term thing. You have to keep saying it and saying it that the barriers to entry are not what people think they are. You can't just say it once and launch some tools and ‘hey presto’ everyone is sold. It's a matter of continuing that mantra and proving it.”
C4 moves into beta
As well as Streamr.AI Channel 4 use an AI product from Telana. John explains, “Streamr is meant for achieving direct response type outcomes such as including a QR code for consumers to activate and proceed with the sale.”
If the client’s marketing goals are more advanced, perhaps needing detailed planning, then C4 will engage with Telana for “a more hand curated process.”
Longer ads could be created by linking six five second clips together smoothed by postproduction for a more bespoke ad. “This would be used less for direct response and more for creating a marketing message around brand values.”
Channel 4 is now moving from pilot phase into beta and opening up to more SMEs. “There is a set of target advertisers that we will proactively reach out to who've already registered interest with us. It will grow from two to three clients this year to five to 10 then 15 a month from January.”
Universal marketplace for SME ads
With AI technology improving at pace and with tools available to automate the workflow from concept to publish, there is a question over the future of creative agencies. Meta boss Mark Zuckerberg has outlined plans for a completely AI-driven advertising business from detailed campaigns to the creative. Meanwhile, Amazon sellers can now generate video promos with a simple text prompt to an AI chatbot. The ads can appear on Amazon’s online marketplace and across Prime Video and Twitch.
Broadcasters are taking tentative steps in this direction too.
Launching in 2026, Channel 4, ITV and Sky will launch an advertising marketplace in collaboration with Comcast. Called Universal Ads it uses a AI Video Generator that mirrors Meta’s plans to fully automate ad production.
The marketplace will also allow easy access to on-demand and streaming inventory from the three sales houses through a single campaign powered by Comcast’s FreeWheels technology.
In May, Comcast launched a GenAI tool with Creatify (in which Comcast is an investor). The solution, integrated into Universal Ads, makes creating a TV-ready commercial “as simple as building a social media ad. No studio required. No pre-existing video assets needed. No large production budget.”
The targets are small business owners who are told by Comcast that “hat used to take months and thousands of dollars can now happen in a single afternoon.”
“AI is developing extremely fast but ultimately, we see this as an augmentation as much as an absolute pure creation tool,” says John. “This is not replacing creativity in its entirety because we don't think it will get to that point where it can do that as well set of human creatives can do in terms of understanding brand or consumer behaviour.”
He views GenAI as opening opportunities that wouldn't exist without it, such as the ability to create almost infinite varieties of the same creative. “You’ll create a core asset and then put it into the AI engine to output a different final frame for a particular type of person or specific location based on other consumer and retail data. Dynamic creative optimisation is where we think GenAI really comes into its own and where it will scale quickly.”

Monday, 27 October 2025

Paramount Skydance favorite for WBD but don’t rule out a Saudi bid

Streaming Media

The fate of Warner Bros Discovery is complicated by a politically motivated regulator but whatever happens, streaming is about to get shaken up again.

article here
The fate of Warner Bros. Discovery will be decided by bidding war after bosses put the entire company, including its streaming services, legendary studios and revered TV drama division up for sale.
The company is being valued around $60 billion.
With Amazon, Apple, Netflix along with Comcast and Paramount Skydance reportedly signing NDAs to begin the next phase of diligence, there are at least three likely outcomes whoever comes out on top.
One, transparently, is that (should a M&A be greenlit by the White House) filmed entertainment will undergo further consolidation. A sale of one of Hollywood’s iconic brands may be a brute force route to it but consumers are widely believed to desire fewer apps and a more cohesive package to get the content they want.
The second outcome follows the first. Having swallowed $60 billion the buyer is going to want to recoup the investment and that means consumers should be prepared for further price hikes.
The third probability is that the buyer will want to fold new content libraries into its own streaming service. Premium brand HBO might keep its own badge but seems likely to be corralled into a section of a larger service in the way that Disney+ presents content from Marvel, Pixel or National Geographic.
“Financially, it makes sense to not maintain development staff for separate apps,” Omdia media and entertainment analyst Paul Erickson told Fast Company. “It would be better, long term, to merge them together. If not merging the brand, at least functionally merging [the services] within a single experience, a single app.”
Who needs IP most? The Saudis.
Sony has apparently ruled itself out of a bid so why not throw another spanner into the mix: Given that gaming giant Electronic Arts just went to the Saudi Arabian state in an all cash $55 billion purchase what is to stop an even bigger slice of US entertainment from becoming property of the KSA?
Profitability is not necessarily the first priority of the cash rich Saudis who want to build out their own capacity for movie making and make no bones about wanting a bigger stake in global sports and entertainment.
Only this week at an event in Riyadh the Saudi Film Commission was emphasising the remarkable momentum driving the Kingdom’s film industry, “that brings together filmmakers, policymakers, legislative bodies and training institutions to collectively address challenges and explore new opportunities.”
The KSA could easily outbid rivals were money the sole determinate of, in the words of WBD’ board chair Samuel Di Piazza, “the best value for shareholders.”
Nor would the White House necessarily have qualms about losing another jewel in the USA’s cultural heritage. After all, the EA sale was backed by Jared Kushner’s private equity firm Affinity.
If you’re looking for metaphors look no further than December 2026 and the release of Warner Bros’ Dune: Part Three, the final part of Denis Villeneuve’s environmental apocalypse odds on to sweep all comers that awards season.
Divorce and remarriage
WBD was already planned to be split into two by mid-2026 with the entity housing cable TV networks and channels including CNN and TNT Sports being sold while shareholders retained the HBO streaming, film archive and production assets. This division remains on track according to WBD in a statement last week, but due to ‘unsolicited’ interest from multiple parties other options are being tabled.
These include selling the entire company or separate transactions for the Warner Bros. and/or Discovery Global businesses.
“It's no surprise that the significant value of our portfolio is receiving increased recognition by others in the market,” said David Zaslav, President and CEO of WBD. “After receiving interest from multiple parties, we have initiated a comprehensive review of strategic alternatives to identify the best path forward to unlock the full value of our assets.”
WBD said it will also consider an alternative structure that would enable a merger of Warner Bros. and spin-off of Discovery Global to its shareholders.
Paramount Skydance Corp is considered the most likely suitor and not least because according to some reports the merger would have President Trump’s blessing.
With CBS News under new editorial scrutiny from CEO David Ellison and his new hire Bari Weiss, the fate of CNN – considered by this administration as another left leaning station - would be under question.
The same politics are deemed a negative for Comcast’s prospects given its ownership of Trump target NBCU. "[T]he real issue here is that Comcast is badly disfavored by the current administration,” MoffettNathanson analyst Craig Moffett explained. “Given past commentary against all-things-Comcast from both the White House and the FCC over the past year, a successful Comcast acquisition of almost anything seems nearly unthinkable.”
TD Cowen analyst Doug Creutz, told The Hollywood Reporter that a transaction with Paramount Skydance is “reasonably likely” while a pair of Benchmark analysts told the same paper that “this prospective combination offers the best strategic value in tandem with high likelihood for regulatory approval.”
MoffettNathanson analyst Robert Fishman suggested to Light Reading that Paramount Skydance “remains the most likely to succeed in acquiring WBD,” and is expected "to be the most aggressive in pursuing these assets.”
Indeed, the New York Times reported a letter from Ellison to the WBD board, which offered to make Zaslav, co-CEO of the combined entity and claimed Paramount would be the most natural fit for the HBO owner and allow it to compete with rivals.
A WBD-Paramount would certainly have scale plus a titanic catalogue to compete with Netflix, uniting the 80 million Paramount+ subscribers with the 130 million worldwide of HBO.
For the streamers, Amazon, Apple and Netflix there are also upsides in owning a vast content haul and access to millions more subscribers but that’s where their interest ends.
Netflix needs IP – but not that badly
“We have no interest in owning legacy media networks, so there’s no change there,” Netflix co-CEO Ted Sarandos told investors in an earnings call last week. “We have a great business. We’re predominantly focused on growing organically. We can be choosy.”
Analysts have cooled on the prospect of a Netflix move without ruling it out either. The main reason seems to be Netflix’ more circumspect attitude to huge investment though it would be keen on WBD’s IP if it can wrest that away for a decent price.
“It is not clear whether Netflix would be best served by the IP such a purchase would provide,” cautioned Enders Analysis.
More titles for Amazon
Similar reasons dog Amazon. It has already onboarded MGM and the Bond franchise and there would be synergies to putting WB’s Harry Potter film series adjacent to Amazon’s in-the-works TV series of the same although fans are voicing horror at the prospect of the DC Universe given a Lord of the Rings-style Bezos make-over.
Apple has an eye for sports
Apple has so far built content organically, favoring quality over quantity, while amassing select long term live rights, notably a 10 year pact to stream MLB and the exclusive US rights to Formula 1 from 2026. AppleTV drama like Severance, Ted Lasso and Slow Horses have won particular acclaim and one could see HBO series like Game of Thrones, White Lotus and Succession enhancing the collection.
Market research outfit Antenna believes that 21% of US HBO subscribers also pay for AppleTV, reports Apple Insider, adding, “It's clear that AppleTV subscribers want to watch HBO content, so bringing it in-house makes plenty of sense.”
Apple services chief Eddy Cue was right on message when he told "The Town" podcast, “I never say no to anything in the future, but it's not our approach. We like building things, we like doing things ourselves and creating them. We think that that's how we can really stand out and do unique things.”
No deadline or definitive timetable  is set for completion of the review process.