AI & Orson Welles: The Strange Story of Amazon's Startup

Fable's Ambitious Plan to Reconstruct "The Magnificent Ambersons"

On Friday, Fable, a startup, unveiled a noteworthy plan: to digitally reconstruct the 43 minutes of footage lost from Orson Welles’ celebrated film, “The Magnificent Ambersons.”

The "Netflix of AI" and its Hollywood Aspirations

The company positions itself as the “Netflix of AI” and recently secured funding from Amazon’s Alexa Fund. This raises the question of why a startup focused on artificial intelligence is undertaking a film restoration project dating back to 1942?

Fable has developed a platform enabling users to generate cartoons using AI prompts. Currently, the platform utilizes its own intellectual property, but the company intends to extend these capabilities to include Hollywood content. It has already seen unauthorized creations, such as episodes of “South Park,” generated through its technology.

A New AI Model and a Five-Year Reconstruction Effort

Fable is now introducing a new AI model designed to produce lengthy and intricate narratives. Filmmaker Brian Rose, who has dedicated five years to digitally reconstructing Welles’ original vision, intends to leverage this model to recreate the missing footage from “The Magnificent Ambersons” over the next two years.

Importantly, Fable has not secured the rights to the film. This means the project will likely remain a technical demonstration, unavailable for public release.

Why "Ambersons"? A Lost Masterpiece

For those unfamiliar with classic cinema, the choice of “Ambersons” might seem unusual for a digital resurrection.

Even among film enthusiasts, Welles’ second film is often overshadowed by “Citizen Kane,” frequently cited as one of the greatest films ever made. “Ambersons,” however, is remembered as a lost masterpiece, significantly altered by the studio, which removed footage and added a contrived happy ending.

The film’s reputation – the sense of loss and unrealized potential – likely attracted both Fable and Rose. It’s crucial to remember that the significance of “The Magnificent Ambersons” stems from Welles himself, his derailed career, and the enduring brilliance evident even in the truncated version.

Criticism from the Welles Estate

Surprisingly, Fable did not consult with the Welles estate. David Reeder, representing Welles’ daughter Beatrice, characterized the project to Variety as an attempt to capitalize on Welles’ creative legacy. He believes it will be a “purely mechanical exercise” lacking the innovative thinking of a visionary like Welles.

Reeder expressed more concern over the lack of communication than the project itself. He noted the estate is actively exploring AI technology, including a voice model for potential brand collaborations.

A Skeptical Viewpoint

Even with the involvement of Welles’ heirs and appropriate compensation, I would have little interest in this reimagined “Ambersons.” Similarly, I am unenthusiastic about the prospect of a digitally replicated Welles voice used for commercial endorsements.

Past Attempts and Fable's Hybrid Approach

This isn’t the first instance of filmmakers attempting to posthumously complete Welles’ unfinished works. However, previous efforts utilized footage originally filmed by Welles. Fable’s approach is a blend of AI and traditional filmmaking, involving reshooting scenes with contemporary actors and digitally replacing their faces with those of the original cast.

Rose's Motivation and a Lost Shot

Despite the lack of rights and estate approval, Rose appears genuinely motivated to honor Welles’ artistic intent. He specifically lamented the loss of a four-minute, unbroken camera shot, of which only 50 seconds remain in the current cut.

While I empathize with his regret, I believe AI cannot truly restore what has been lost.

The Irreplaceable Nature of Welles' Vision

Regardless of how convincingly Fable and Rose recreate the tracking shot, it will be their creation, not Welles’. It will feature digital imitations of Joseph Cotten and Agnes Moorehead, not the original actors. The final product will not be Welles’ intended version of “The Magnificent Ambersons,” destroyed by RKO over eight decades ago. Without the discovery of lost footage, that version is irrevocably gone.