Entertainment company, Lionsgate, has partnered with PhotoRoom, an AI-based photo editing app, to launch the official filter for the fourth instalment of ‘The Expendables’ franchise. The AI-powered selfie generator allows fans to recreate themselves in the image of the hardcore mercenaries in anticipation for the film's release on 22 September.
The free tool uses PhotoRoom's generative-AI technology to place the user in The Expendables universe. Fans simply visit expendables.movie on a phone or computer and upload a selfie. From there, the AI-generator instantly removes the original background and makes them part of the elite team.
PhotoRoom's tech has allowed Lionsgate to create an easy, instant way for fans to recreate their own versions of the movie's explosive posters with the same quality as the promotional posters for the film's cast. The API was implemented in just a few hours and provided instant integration of user photos into the Expendables movie poster.
"As a leader in creative artificial intelligence, we knew PhotoRoom's technology would deliver an exceptional product for us as we build excitement for the upcoming release," said Sherry Voong, Manager of Digital Marketing at Lionsgate. "There is cult-like quality to our Expendables fanbase and it's important that we engage with them in unexpected ways, making them feel deeply connected to the franchise for years to come. This filter will do that and more."
To date, PhotoRoom has been downloaded more than 80m times globally from mobile app stores.