And Films, a production company, recently announced the upcoming release of its feature film, This Is How The World Ends, which will be distributed on VHS tapes in South Africa. The decision to release the film on a retro format like VHS is part of a broader statement against increasing reliance on artificial intelligence and digital platforms within the film industry. This strategic choice by And Films aims to challenge the prevailing industry trend towards digital platforms and artificial intelligence.
The film's release strategy coincides with significant economic contributions from the creative sector in South Africa. The industry generates an estimated R271.2 billion ($16 billion) to R300 billion ($18.5 billion) in total economic value for the country. This economic impact notes the potential for diverse distribution methods within the South African film landscape. The creative economy in South Africa accounts for approximately 3.9% to 4% of the national Gross Domestic Product (GDP), showing its importance to the nation's financial health.
Rebellion in Analog Format
The film This Is How The World Ends is set to debut on VHS, making it one of the first worldwide straight-to-VHS releases in 20 years. This distribution method presented challenges, including sourcing VHS tapes, a product not commercially used for over two decades. Creating a film for the sole purpose of VHS came with specific difficulties, as this format has not been a standard commercial medium for well over 20 years, necessitating a dedicated search for the necessary materials and equipment. The production team explicitly chose the retro format to make a clear statement regarding their skepticism towards digital dependence and unchecked AI use.
The creative economy in South Africa contributes significantly to the national economy. It accounts for approximately 3.9% to 4% of the national Gross Domestic Product (GDP). Alongside sports and cultural industries, it accounts for approximately 3.9% of the national Gross Domestic Product (GDP), translating to a total economic contribution of around R271.2 billion ($16 billion), according to the South African Cultural Observatory (SACO). This substantial contribution emphasizes the vibrant and diverse nature of the South African creative landscape, capable of supporting innovative distribution strategies.
Globally, the creative economy also holds substantial economic weight. A 2024 report by the United Nations Conference on Trade and Development (UNCTAD) indicates that the creative economy accounts for approximately $2.3 trillion annually, representing roughly 3.1% of global Gross Domestic Product (GDP). This global perspective further contextualizes the economic significance of creative industries, reinforcing the potential impact of unique distribution choices like that made by And Films.
The Threat of AI to Creativity
The storyline of the film This Is How The World Ends specifically explores humanity’s relationship with artificial intelligence and the potential consequences of becoming overly dependent on it. Robert dos Santos, a creative involved in the project, stated that the film's VHS release reflects a skepticism toward digital dependence and unchecked AI use. He explained, "The VHS release is also our statement on AI and creativity. But I think it’s important to be clear about what that statement is because people often oversimplify our position." Dos Santos also noted that the decision to use VHS was deliberate: "VHS isn’t perfect, and that’s exactly the point. If perfection were the goal, we’d release it on Blu-ray, IMAX, or 4K streaming. VHS has scratches, imperfections, and limitations, but that’s what makes it beautiful. Life isn’t perfect either–it has bumps, setbacks, and moments of joy. Those imperfections are what make us human." He added that as a creative, going against the prevailing direction often yields interesting ideas. The exclusive release of the film This Is How The World Ends on VHS represents a deliberate rebellion against the increasingly digital nature of modern entertainment, a stance directly informed by the film's narrative.
Dos Santos disputes claims from the production industry that AI dependence lowers costs, arguing instead that it often raises expenses. He finds that AI frequently fails to match the specificity, efficiency, and quality achieved by human creators. Robert dos Santos argues that dependence on AI often raises costs rather than lowering them, while failing to match the specificity, efficiency, and quality achieved by humans. "In my experience, AI isn’t as good as people think it is. It’s not necessarily cheaper either; it’s actually quite expensive because you have to keep iterating to get close to what you want," he said. He further explained that AI lacks specificity and is time-consuming, often altering an entire output when a small change is requested. Dos Santos warned that "The people who will be affected most are those who don’t yet have the resources or a foothold in the industry." He believes companies can use AI to generate "AI slop," which he does not consider great content. "I don’t believe AI will ever consistently produce truly great work because there are simply too many human elements involved in creating something meaningful," he added.
Nevertheless, AI-driven script analysis offers data-backed insights on narrative structure and anticipated audience sentiment, providing new tools for filmmakers. Beverly Boy Productions noted that AI is fundamentally transforming how the filmmaking and video production industry operates. Beverly Boy Productions noted that one of the most significant benefits AI brings to video production is streamlining time-consuming, repetitive tasks, which drastically reduces project bottlenecks. According to Beverly Boy Productions, processes like color correction, audio balancing, and basic VFX, which previously took hours or days, can now be done within shorter deadlines with advanced AI algorithms, allowing for higher-quality work and quicker delivery. Dos Santos clarified that his concern is not with technology itself. "Our concern isn’t technology–it’s what happens when technology replaces human creativity instead of enhancing it," he stated. He emphasized that the creative process, including problem-solving and human interaction, is where true value lies, asserting, "If you simply click ‘generate’ and wait for an output, you miss all of that." The film's storyline, which delves into humanity's relationship with AI and the potential consequences of over-reliance on it, directly mirrors these concerns.
Director's Vision and Background
South Africa-born writer and director Robert dos Santos believes artificial intelligence poses the greatest threat to the creative economy, a view central to his filmmaking philosophy. Dos Santos, who was once a lawyer, asserts that AI's impact will disproportionately affect those new to the industry. "The people who will be affected most are those who don’t yet have the resources or a foothold in the industry," he stated. He further explained that while companies might use AI to generate "cheap and ‘good enough’" content, which he refers to as "AI slop," he doubts its ability to produce truly exceptional work. "I don’t believe AI will ever consistently produce truly great work because there are simply too many human elements involved in creating something meaningful," Dos Santos said.
His approach to filmmaking is informed by a professional background that includes over 40 international awards and nominations. This extensive recognition shows his expertise and creative vision within the global film industry. Dos Santos elaborated on his creative philosophy, noting that "as a creative, when everyone is moving in one direction, I think you should at least consider going in the opposite direction. That’s often where the most interesting ideas come from." This perspective underpins the decision to release This Is How The World Ends on VHS. His career also includes collaborations with countless high-profile international brands, ranging from Warner Group to Multichoice and Canal+, further solidifying his standing in the creative sector.
Dos Santos emphasized that the film's retro release format is a deliberate statement. "It felt important that the release reflected our skepticism toward digital dependence and unchecked AI use," he said. He views the imperfections of VHS as central to its appeal and a metaphor for human experience. "VHS isn’t perfect, and that’s exactly the point," Dos Santos added, explaining that "life isn’t perfect either–it has bumps, setbacks, and moments of joy. Those imperfections are what make us human." This philosophical underpinning extends beyond just the format, influencing the very narrative of This Is How The World Ends.
The Value of Human Process
The exclusive release of the film This Is How The World Ends on VHS represents a deliberate rebellion against the increasingly digital nature of modern entertainment. This strategic choice by And Films aims to challenge the prevailing industry trend towards digital platforms and artificial intelligence. The production team explicitly chose the retro format to make a clear statement regarding their skepticism towards digital dependence and unchecked AI use. This decision shows a philosophical stance that values human elements and processes over technological perfection. The move notes a desire to re-emphasize the tangible and imperfect aspects of creative production, contrasting with the often streamlined and automated outputs of contemporary digital methods. The film's storyline, which explores humanity’s relationship with AI and the potential consequences of becoming overly dependent on it, aligns perfectly with the chosen distribution strategy. By embracing the tactile and somewhat flawed nature of VHS, And Films makes a powerful statement about the enduring value of human creativity and the potential pitfalls of an over-reliance on artificial intelligence.
