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Lights, Camera, Tariffs

Lights, Camera, Tariffs

ASC+, Uncanny Valley, Runway + 3D

May 06, 2025

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Was thinking it’d be a slow news week…and then, we get a Sunday night bombshell.

We break down the movie tariffs - and how Jon Voight got Trump to post about it (which keeps reminding me of the Seinfeld episode with Jon Voight’s car).

Plus, ASC launches an online platform, Natasha Lyonne taps AI, and some Runway Gen-4 tricks.

Let’s get into it!

Joey

"Help, Not Hurt": Trump on Industry Reaction to 100% Film Tariffs

President Trump has announced plans to impose a 100% tariff on foreign-made films, claiming the American movie industry is "dying a very fast death" due to international incentives drawing filmmakers away from the United States.

Image Source: Donald Trump on Truth Social

The controversial proposal has sparked widespread confusion, with the White House now clarifying that no final decisions have been made and that Trump plans to meet with industry representatives.

Trump made the initial announcement Sunday evening via Truth Social, directing the Department of Commerce and US Trade Representative to begin implementing the tariff, calling foreign film production a "National Security threat"
During an Oval Office statement on Monday, Trump directly addressed concerns about his Sunday night Truth Social announcement, stating: "I'm not looking to hurt the industry, I want to help the industry" and "We're going to engage with the industry. I want to ensure they are satisfied with it, as we are focused on jobs
The announcement seemed to be a result of a Mar-a-Lago meeting with Jon Voight, who is one of Trump’s “special ambassador” to Hollywood. The Hollywood Reporter posted a video from Voight addressing his role and plans on the tariffs (there were very few details offered)
Industry analysts have criticized the proposal as "ill-defined," noting the international nature of modern filmmaking where writing, directing, editing, and visual effects often happen across multiple countries
Questions remain about whether the tariffs would apply to American companies filming abroad, streaming platforms versus theatrical releases, and how tariff amounts would be calculated

Big Picture: Trump's film tariff announcement fits a familiar pattern in his trade policy approach, where bold declarations are often followed by walkbacks or clarifications.

SPONSOR MESSAGE

ARwall Simplifies Virtual Production

ARwall is making virtual production accessible to filmmakers at all budget levels with a solution that scales from smartphone-based setups to professional LED walls.

Check out our recent video breakdown on the entire ARwall ecosystem:

The system uses Scenepacks of pre-built 3D environments that filmmakers can navigate and adjust using a simple game controller, eliminating the need for Unreal Engine expertise
Camera tracking options range from using just an iPhone to professional trackers
Their ARFX app works with displays of any size—from 4K TVs and projectors to professional LED walls—using the same software ecosystem throughout
The newly launched Infinite Studio AI tool can generate complete virtual environments in seconds, with depth mapping that allows camera movement within AI-created scenes
Unlike green screen workflows, ARwall focuses on in-camera visual effects (ICVFX), meaning what you capture is final pixel with no post-production compositing needed

Download the ARFX App for free today and discover how ARwall can transform your production workflow, whether you're an independent creator or part of a professional studio.

ASC+ Launches, Bringing Top Film Knowledge Online

The American Society of Cinematographers has launched ASC+, a new subscription-based educational platform centralizing professional knowledge for filmmakers.

The platform offers exclusive content, including technical guides, structured lessons, and a flagship Behind the Lens series documenting ASC cinematographers throughout production cycles.

Key features of the ASC+ platform include:

Comprehensive learning modules covering cinematography fundamentals, advanced techniques, and emerging technologies like virtual production workflows
"Behind the Lens" series launching summer 2025, providing unprecedented access to ASC cinematographers' decision-making processes
Community features, including moderated forums and live Q&A sessions with ASC members, fostering mentorship opportunities
Technical resources addressing specific challenges in modern filmmaking, from dynamic range management to color pipeline workflows

Natasha Lyonne is making her feature directorial debut with Uncanny Valley, a hybrid film combining live-action and AI elements. The project marks a significant collaboration between Lyonne, writer Brit Marling, and AI pioneer Jaron Lanier.

The film will utilize Marey, the first clean foundational AI model developed by Moonvalley, emphasizing ethical AI usage and creative integrity in filmmaking.

Lyonne co-founded Asteria Studios with Bryn Mooser, positioning the company as a champion for ethical AI practices in entertainment production
The project brings together Lyonne's directorial experience from Russian Doll and Poker Face with Marling's storytelling expertise and Lanier's AI ethics background
The film's title references the concept of the uncanny valley - where nearly human-like objects create discomfort - suggesting thematic exploration of human-AI boundaries
Marey, the AI model powering the film, addresses industry concerns about AI-generated content's authenticity and copyright issues

AI Consistency Trick: 3D Assets + Gen-4 References

Incorporating 3D assets into your Gen-4 References workflows lets you maintain visual consistency, enhance detail, and exert greater control over your generated outputs.

Here's a quick step-by-step:

Prepare your location plate. Capture or export a clean background image of your scene. This serves as the spatial foundation.
Composite your 3D model. Drop your 3D asset into the scene using basic lighting and perspective matching.
Add a style reference. Provide a visual reference for your desired aesthetic—this could be a film still, product photo, or concept art.
Run through Gen-4.

Using 3D assets with Gen-4 References is a simple way to bring highly detailed and specific models into your generative workflows for even more consistency and control. To do so, simply provide a location plate, a quick comp of your 3D model in that space and a style reference.
— Runway (@runwayml)
1:00 PM • May 5, 2025

VFX legend Rob Bredow of ILM and Lucasfilm gives a TED Talk on the evolution of visual effects, leading up to the premiere of ILM's first gen AI short.

Stories, projects, and links that caught our attention from around the web:

✍️ While audiences claim to favor human-written stories, new research reveals they often can’t distinguish—or even prefer—AI-assisted narratives when put to the test.

ᯤ Netflix's iHostage recreated a photorealistic Amsterdam Apple Store using virtual production and LiDAR scans without shooting on location.

🗣️ Snap CEO Evan Spiegel will deliver a keynote at AWE USA 2025, marking his first appearance at the event and highlighting Snap’s focus on social and location-based AR experiences.

🚀 Zero Density taps media veteran Baris Zavaroglu as CEO to drive its global expansion into broadcast, e-sports, and real-time graphics solutions.

🎯 Peter Barber, formerly the COO, has stepped up as the CEO of ATOMOS, aiming to enhance the company's global technology brand and product offerings.

On this episode of Denoised, Addy and Joey dive into Fox’s approval for using Runway AI in deliverables, how pros are really using AI in film, and Natasha Lyonne’s wild new AI-powered movie.

Read the show notes or watch the full episode.

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