IMAX has partnered with Dubai-based AI startup Camb.AI to bring real-time language translation to theaters worldwide. The collaboration marks one of the largest real-world deployments of AI technology to date, potentially transforming how millions experience cinema across cultural and linguistic boundaries.
The Details: The partnership, announced today, will initially focus on localizing IMAX's original content and documentaries across 140 languages. While traditional dubbing has long been a costly and time-consuming process, Camb.AI's DubStudio platform promises to deliver high-quality translations while preserving the emotional nuances of original performances.
"IMAX provides the most incredible experiences in the world, and we're proud to help them reach even more audiences in the future," says Camb.AI CEO Avneesh Prakash. "We're confident this will change how Hollywood entertainment is watched around the world."
The timing is strategic. Global demand for non-English content is surging, with Netflix reporting a 90% increase in non-English content viewership in the UK alone over the past three years. The entertainment and media industry, valued at $2.8 trillion in 2023, continues to expand globally.
Behind the Technology: Camb.AI's approach differs significantly from larger, more general-purpose AI models. "We don't have to do everything," explains CTO Akshat Prakash, a former Apple engineer. "Some of our models are less than 100 million parameters and are super specialized."
The company's technology stack includes:
- BOLI: A translation model that preserves linguistic nuances
- MARS: A speech emulation system that maintains original emotional tone
- A runtime latency of 20-30 seconds, compatible with standard broadcast delays
Mark Welton, Global President of IMAX Theatres, sees the partnership as a way to serve diverse audiences more effectively. "While we are only in the beginning stages of the partnership, we will continue to work together to better explore its potential."
Why it matters: This deployment could democratize access to premium entertainment globally, enabling:
- Simultaneous global releases across language barriers
- Access to IMAX experiences for underserved linguistic communities
- Cost-effective localization for independent films
What's Next: IMAX plans a phased rollout, starting with widely-spoken languages before expanding to others. Meanwhile, Camb.AI, fresh from a $4 million seed round led by Courtside Ventures, is closing a pre-Series A round to scale their operations.
The Bottom Line: While AI has made headlines for its potential disruptions, this partnership represents one of its largest practical applications in entertainment, potentially touching millions of lives across every demographic and region.