A24, the renowned independent film studio, has recently released a series of AI-generated posters for their upcoming film “Civil War.” While the posters depict stunning post-apocalyptic scenes in major U.S. cities, they have also generated controversy and confusion among fans and critics alike.
The five posters, released on A24’s Instagram account and used as physical posters in select locations, showcase iconic landmarks in Las Vegas, Los Angeles, San Francisco, Miami, and Chicago, all devastated by the fictional civil war depicted in the film. The images present a dystopian vision of a war-torn United States, with scenes such as a blackened wreck of The Sphere in Las Vegas, a floating gun unit in a Los Angeles lake, and tour boats full of refugees on the Chicago River.
However, the posters have raised eyebrows for several reasons. Firstly, none of the scenes depicted in the posters actually appear in the film itself. This has led some to question whether the marketing campaign is misleading potential moviegoers by creating false expectations about the film’s content and scale.
Secondly, the use of artificial intelligence in generating the posters has sparked a backlash from some in the film community who are opposed to the increasing use of AI in the creative process. The controversy follows a similar incident involving IFC Films/Shudder’s “Late Night With The Devil,” which received significant criticism for its use of AI-generated title cards.
Furthermore, the AI-generated posters contain several noticeable errors and inconsistencies, such as misplaced landmarks, a car with three doors, and a giant swan in a Los Angeles lake that some believe was meant to be a paddleboat. These mistakes have added to the confusion surrounding the campaign.
Despite the controversy, a source close to the film has defended the posters, stating that they are meant to “imagine the nationwide impact of the film’s fictional war” and continue the “what if” scenario presented in the movie.
“Civil War,” directed and written by Alex Garland, is A24’s most expensive production to date, with a budget of around $50 million. The dystopian film, set in the near future, follows a team of journalists traveling across the United States during a second American Civil War. The ensemble cast includes Kirsten Dunst, Wagner Moura, Cailee Spaeny, Stephen McKinley Henderson, Jesse Plemons, Sonoya Mizuno, and Nick Offerman.
Kirsten Dunst, one of the film’s lead actors, has expressed her own anxiety about the film’s release and critical reception. “I’ve had a lot of anxiety about this movie coming out and being reviewed, because it could go either way. You put yourself out there,” she shared in an interview with Digital Spy.
As “Civil War” prepares for its theatrical release on April 12, 2024, the controversy surrounding its AI-generated posters has sparked a larger debate about the role of artificial intelligence in the film industry and the importance of transparent marketing campaigns. While the posters have certainly generated buzz, it remains to be seen how they will impact the film’s reception and success.
