Eros Innovation, the AI company founded by the Lulla family that draws on the Eros Media World library, is turning its rights-controlled AI stack into a standalone creative technology business. It has appointed Remington Scott, who led Gollum’s motion capture on The Lord of the Rings: The Two Towers and built early Light Stage digital humans for Spider-Man 2, to head the new unit, Eros Imagination, in London.
The brief is wider than a post-production house. Scott will oversee creative production, specialist talent and international partnerships as Eros Imagination pitches its services to studios, streamers, filmmakers, game developers, musicians, estates and rights holders.
Why it matters
Eros Imagination is not packaging third-party AI tools. It sits on Eros Innovation’s in-house Large Cultural Model family, multimodal models trained on about 1.5 trillion rights-cleared cultural tokens covering language, images, video, voice and music. That rights foundation changes the conversation for clients that need clearance and provenance before using AI at scale.
The unit will work alongside Eros Brahmand, the group’s film and content studio, supplying technology and production support across films, series, franchises and live immersive shows. Planned services include:
- AI-assisted filmmaking and post-production
- Immersive concerts and virtual production
- Playable game characters and interactive stories
A system called Nexus will help select AI models and tools for each job, weighing quality, creative control, rights and cost. Eros says filmmakers and artists keep creative control. Eros Imagination will also draw on the Creator Studio work the company has done with U.K. government bodies and the British creative tech sector.
The Mohammed Rafi test case
One of the first projects is an immersive music experience centered on playback singer Mohammed Rafi. Eros has a signed deal with Rafi’s family, and the plan combines an authorized digital performance with cinematic storytelling, high-end visuals and audience interaction. The project is subject to rights and creative approvals.
Strategically, the Rafi project matters less for nostalgia than for infrastructure. Eros says it will give the unit digital-human and production workflows it can reuse with other authorized artists and properties. The company also plans digital identity systems that let artists and estates store, authorize and license digital versions of faces, voices and performances. Consent, authenticity, provenance and IP protection are named as core principles.
What to watch
For media planners and entertainment marketers, the practical read is that characters and artists may increasingly be built once and deployed across film, games, social content and commercial formats, subject to rights. The open question is whether a rights-controlled model stack can win studio trust and reduce licensing friction compared with general-purpose AI tools.
Scott’s track record spans more than 30 years, including Final Fantasy: The Spirits Within, Superman Returns, Beowulf, Watchmen, the Emmy-nominated Notorious B.I.G. virtual concert Sky’s the Limit, and Netflix’s award-winning Altered Carbon AR experience. That mix of film, games and immersive work is the cross-format background Eros is betting on.
Source: Variety
