The Walt Disney Company and OpenAI Partner on Sora

Putting aside feelings on AI, and also putting aside worst case scenarios of the kind of content (which will happen regardless of what they promise), I think this is a terrible move for the brand.

Content saturation works out very poorly for IP holders. The value of your brand reduces dramatically , and you reduce excitement for new releases.

This is the company that had to walk back its plans to saturate streaming and theaters with their content because they ruined the hype for Star Wars and Marvel content. Two of the most beloved franchises!

This is just going to make that worse when ever social media feed will be blanketed by even more slop.

Unless the gambit is that they expect merch sales to go up, or they have a way to guarantee a cut of any used content. I’m sure there are some IP infringement lawyers who have basically secured a life time of work with this announcement.

> Content saturation works out very poorly for IP holders.

That really depends on how the culture of media consumption changes. It's very different than the world of movie theaters and TV. Most people are using social media to consume the majority of their content. This at least helps constantly inject their characters into the mainstream culture, when they can no longer dominate TV/cinema and streaming platforms already saturate their characters with high volume.

The biggest risk IMO is if the short content being produced is more entertaining than what they officially produce or it turns into a mini-culture they don't have influence over, and they struggle to profit off the old stuff.

They will essentially be competing with their own IP.