Vincent Maraval, chief executive of French sales and production firm Goodfellas, revealed that AI technology trimmed eight days from the production schedule of director Michel Hazanavicius’s upcoming World War I drama, “The Third Hand.” The comments were made during the fifth edition of ots Creative Investors’ Conference at the San Sebastián festival, which was co-organized with CAA Media Finance.
During a discussion with CAA’s Roeg Sutherland regarding how emerging technologies are reshaping industry workflows, Maraval highlighted the efficiency gains achieved on the film. He noted that a complex battlefield sequence, which would typically require ten days of filming, was completed in just two days with the assistance of AI tools.
When Sutherland raised concerns about the potential job losses associated with such a significant reduction in production time, Maraval emphasized that the decision rested entirely with the director. He argued that new technology enables filmmakers to realize stories that would otherwise be unfeasible, drawing a parallel to the Oscar-winning animated film “Flow.” Maraval pointed out that director Gints Zilbalodis utilized computer software to create his vision, suggesting that without such tools, the project could not have been made.
“If we use AI to open our creativity and imagination, it will help,” Maraval said, adding that the technology also has the potential to improve the profitability of films.
“The Third Hand” recently wrapped production and premiered at TIFF, where Goodfellas launched international sales. The film stars Bérénice Bejo, Rebecca Marder, and François Civil, and follows a young French soldier who, after being wounded in WWI, awakens in a laboratory where a scientist has grafted a German hand onto his abdomen.
Beyond AI, Maraval discussed broader shifts in film financing, noting an increased reliance on private equity compared to traditional pre-sales models. He explained that Goodfellas previously funded projects entirely through pre-sales but now combines equity investments with sales for markets that are harder to place.
Maraval also addressed the rising demand for local content, observing that audience interest in domestic films and languages has grown exponentially. In response, Goodfellas is investing in international talent, including the Spanish directing duo Los Javis, known for “La Bola Negra.” Maraval credited the company’s younger staff for identifying the potential in Genki Kawamura’s “Exit 8,” stating that he might have missed the project without their input.
Looking at the global political landscape, Maraval expressed concern over funding cuts and the rise of right-wing governments in Europe, particularly in France. He suggested that while the broader news is often “depressing,” the local strength of cinema in various countries offers a path forward. “We know we are in the business of exception, and the rest is depressing,” he concluded.
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