Responsible AI Adoption in Media and Film

Screen production has a governance problem that a corporate AI policy cannot solve, because the obligations in this sector do not attach to the organisation. They attach to the asset. A shot, a voice, a face, a cue, a subtitle track and a cut each carry their own rights, consents, disclosures and territorial restrictions, and each can be lawful in one use and undeliverable in another. This paper argues that the capability worth building first is the ability to say what a frame is made of. It argues equally firmly against several things the sector is currently being sold, and it says plainly where the evidence for the sector's own enthusiasm does not exist.