Indian Production Company Faces Backlash for AI-Altered Film Release

Eros International has sparked controversy by announcing an AI-modified Tamil version of its 2013 Hindi film Raanjhanaa, featuring a new ending purportedly tailored for Tamil audiences. The MOVE comes without consent from original director Aanand L. Rai, who condemns it as a violation of artistic integrity and a dangerous precedent for unauthorized AI use in filmmaking.

The production company claims only 5% of the runtime—limited to the final act—has been altered using AI tools. CEO Pradeep Dwivedi emphasized the original Hindi version will remain available, framing the modification as cultural adaptation rather than artistic revision. Industry critics dismiss the project as a publicity stunt, citing technological limitations in current AI video generation capabilities.

Eros International now plans to audit its 4,000-title film library for similar AI-driven localization opportunities, signaling potential widespread disruption to traditional film distribution models. The Tamil version, titled Ambikapathy, is scheduled for August 1 release amid growing ethical debates about generative AI's role in creative industries.