Anamorph Launches Innovative Filmmaking Platform at Sundance Film Festival
Anamorph, a cutting-edge filmmaking and technology company, has officially launched. Co-founded by acclaimed filmmaker Gary Hustwit and digital artist Brendan Dawes, the startup aims to revolutionize the cinematic experience using proprietary generative technology that creates unique films with every viewing.
Anamorph showcased its groundbreaking technology at the 2024 Sundance Film Festival, debuting its inaugural documentary, “Eno.” This film explores the creative journey of British musician, producer, and visual artist Brian Eno, renowned for his collaborations with icons like David Bowie, U2, Coldplay, and Talking Heads. Eno’s work primarily focuses on generative music software.
“Brian was an ideal choice for our platform, as he consistently pushes the boundaries of technology in art and music,” Hustwit explained.
At Sundance, “Eno” utilized Anamorph's generative media platform to curate scenes from over 500 hours of restored archival footage, interviews, animations, and music. The system can produce billions of potential sequences, transforming each audience's viewing experience into something entirely unique.
“The initial skepticism was natural. Our main concern was whether the order of scenes would have coherence,” admits Hustwit. “However, the generative system prioritizes engagement through a narrative arc rather than strict chronology. Even with varying footage, music, and sequences, an engaging and cohesive story can still emerge. It’s particularly effective since the film centers on a singular figure,” he noted. “Your mind actively connects the dots, reconstructing the narrative based on how the information is presented.”
To maintain some consistency, the first and last scenes of “Eno” remain unchanged, along with specific pivotal moments, such as when Eno discusses generative art itself. “We felt this was a crucial scene for audiences,” Hustwit added.
While Anamorph used HD files for Sundance, their technology is capable of generating films live during screenings—a feature highlighted at the Venice Biennale in October 2023. “We allowed the platform to creatively engage with Eno’s entire catalog and archival footage. It produced a continuous film spanning 168 hours without repeating. The exhibition lasted only a week, but the software could have continued indefinitely,” Hustwit shared.
At Sundance, only six versions of “Eno” were presented. The company has since enhanced the software and incorporated more footage, ensuring that the film will continue to evolve throughout its upcoming screenings in fifty cities this spring and summer.
After five years of dedicated development, Anamorph has created a sophisticated system that utilizes patent-pending techniques tailored for storytelling. "Importantly, we did not train our platform using external data, intellectual property, or films," Hustwit clarifies.
Dawes highlighted the technical challenges: “We needed to develop a system capable of processing hundreds of 4K video files with synchronized 5.1 audio tracks in real time. The platform selects and sequences edited scenes while generating pure, original visuals and audio dynamically. It’s crucial that the system remains stable in live situations—crashes aren’t an option.”
With over 52 quintillion possible variations, Dawes emphasized, “This is a generative system, distinct from generative AI, despite the confusion surrounding the terminology.”
The primary obstacle to scaling Anamorph’s technology is the lack of streaming platforms that support such advanced capabilities. The company is striving to develop in-house solutions for major streaming services. “Currently, mainstream streaming platforms aren’t set up to dynamically generate unique video files for thousands of viewers simultaneously. At Sundance, we received enthusiasm from major streaming companies, but they recognized their inability to manage the required technology,” Hustwit stated.
Anamorph remains focused on live events and theatrical releases while awaiting advancements in streaming tech. “The theater industry desperately needs innovations to attract audiences, and our unique cinematic experience aims to fulfill that need,” Hustwit added.
Beyond documentaries, Anamorph is exploring various applications for its generative technology in art installations and blockbuster films. Advertising agencies have also shown interest, with one requesting 10,000 varied versions of a single commercial.
While episodic TV series may struggle with this format, Hustwit explained, “Unlike Netflix's interactive format in ‘Black Mirror: Bandersnatch,’ viewers won’t select their scenes or rewatch the same version. It necessitates active participation to appreciate differences in subsequent viewings.”
Anamorph's pioneering approach may not suit everyone’s tastes, but it undeniably offers an unprecedented and engaging experience.
With its official launch, Anamorph welcomes collaboration from filmmakers, content creators, studios, and streaming platforms. Rather than offering tools for public use, the company aims to partner on projects, considering the narrative goals and source material. Hustwit revealed that Anamorph is currently in talks with over a dozen potential collaborators.
Project costs will naturally vary. “We could create a Marvel film that evolves with each viewing—imagine that! The financial demands would exceed those of a smaller video art project. Nonetheless, we’re keen to collaborate on a diverse range of projects. Our mission is to spread awareness of this innovative cinema and connect with visionary partners,” Hustwit concluded.
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