Editor's note: The rapid growth of technology and artificial intelligence has triggered an explosion of AI-generated short films across digital platforms.

Films featuring sensational storylines, illogical plots and attractive characters with similar expressions are attracting large audiences and generating substantial revenue from advertising and paid subscriptions.

What do audiences and filmmakers think about AI short films? Could human actors lose jobs to AI-generated performers? And how should AI films be brought within an effective regulatory framework?

These questions are explored in a VietNamNet series on the rapidly expanding format.

Concerns over violent, sensational AI content

On Sept. 25, the Cinema Department issued a document asking organizations and companies operating digital media platforms, intermediary platforms and app stores that provide films in Vietnam to urgently review films, short films and film distribution applications available on their systems.

The move was seen as one of the regulator's first responses to the rapid expansion of short films, particularly AI-generated productions distributed through digital platforms.

Speaking to VietNamNet, Cinema Department Director Dang Tran Cuong discussed the regulatory concerns arising from the boom in short films and AI-assisted productions, as well as issues that need greater scrutiny and control.

According to Cuong, short films are developing rapidly, including a growing number of productions using AI.

The trend provides audiences with more entertainment choices and opens up creative opportunities by reducing production time and costs.

However, technological advantages can also enable content to be produced in large quantities and at high speed.

The Cinema Department said that alongside quality, greater attention must be paid to copyright, transparency and audience protection, particularly for children.

Short films have become increasingly prevalent on Facebook, TikTok and other digital platforms.

Alongside valuable content, many productions rely on simple or even superficial formulas, emphasizing horror and sensational elements primarily to attract viewers.

Repeated algorithmic recommendations can encourage audiences to spend extended periods watching such content and even pay to continue viewing.

As production costs and time decline, pressure to generate views may encourage some producers to prioritize attention-grabbing elements.

Violence, sex, horror, revenge, inappropriate relationships, and dangerous or easily imitated behavior may therefore be excessively exploited.

"What is concerning is that this content is easily accessible to viewers, including children. Continuous exposure to highly stimulating, short-form content recommended by algorithms is an issue that needs serious research and assessment," Cuong said.

Without appropriate classification and protection tools, children and teenagers may develop habits of rapidly consuming content for extended periods or begin to perceive inappropriate behavior as normal.

Vietnam's existing regulations already provide mechanisms for controlling film content.

Circular No. 05/2023/TT-BVHTTDL requires classification based on criteria including themes, violence, nudity and sex, drugs and stimulants, horror, vulgar language, and dangerous or easily imitated behavior.

Assessments also consider the frequency, duration and level of detail of such content, as well as its potential impact on audiences.

The regulator stressed that whether a film is produced conventionally or with AI, once it is classified as a film and distributed to the public, it remains subject to the relevant laws.

Three key regulatory issues

In practice, short films are distributed online in various ways, including individual episodes posted on social networks, collections offered through dedicated apps, and systems that direct viewers from one platform to another to continue watching, sometimes for a fee.

The use of multiple distribution channels means responsibility must be determined according to each particular model.

Following its review, the Cinema Department identified three main areas of concern.

The first involves eligibility to distribute films.

In some cases, content is made available to viewers in Vietnam without clearly identifying the company, public service unit or organization legally responsible for distributing the film under Article 21 of the Cinema Law.

The second concerns content classification and warnings.

Some productions appear to have been released online without completing the required classification process, while classification ratings or warnings are not displayed clearly enough for viewers, particularly parents and guardians.

The third issue involves notification of film lists.

Some distributors have either failed to submit or inadequately submitted required notifications listing the films they intend to distribute and their classification results before making them available to the public.

Vietnam's Cinema Law requires entities distributing films online to take responsibility for content and classification results, notify authorities of film lists and classification outcomes, provide tools allowing parents and guardians to control content available to children, and remove violating films when requested by competent authorities.

Decree No. 131/2022/ND-CP further specifies these responsibilities.

The Cinema Department has recently coordinated action against several cases of online film distribution that appeared not to comply with film classification licensing requirements and conditions governing distributors.

"The department is coordinating with the Authority of Broadcasting, Television and Electronic Information to ask intermediary platforms to remove films from specific links, request the removal of related applications from the two major app stores, App Store and Google Play, and block access to certain websites distributing films that have not received classification licenses," Cuong said.

Copyright presents another challenge because AI can be involved in multiple stages of film production.

Where a film shows signs of copyright infringement, authorities need to verify the rights associated with the work and individual components used in it, including images, audio, scripts and voices.

China's experience and Vietnam's AI film regulation challenge

The rapid expansion of AI-generated short films is creating new regulatory demands as content can be produced at scale and released almost instantly online.

The experience of China, a major market for ultra-short films, is one reference point Vietnam is studying.

Potential measures include identifying AI-generated content, classification, age warnings, defining platform responsibilities and strengthening technology-assisted post-release monitoring.

According to figures released in September, around 430,000 ultra-short films were uploaded in China during the first eight months of this year, more than 90% of which were AI-generated.

Chinese regulators removed 68,000 ultra-short films containing inappropriate content, and more than 90% of the material subject to enforcement action used AI.

China has also introduced a dedicated regulatory mechanism for AI micro-dramas, or short films in vertical-screen format, focusing on identifying AI-generated content and increasing platform accountability.

Drawing on this experience, Vietnam's Cinema Department believes the country should consider two layers of oversight: pre-release controls based on the responsibilities of content providers and distributors, and post-release monitoring supported by technology and data, alongside stronger coordination among relevant agencies.

Asked whether existing regulations could keep pace with AI short films that can be produced rapidly and in enormous quantities, the department acknowledged that the speed of technological development is creating challenges for content review and monitoring.

However, using AI does not create an exemption from cinema laws.

Regardless of the technology used to make a film, once it is distributed to the public it must comply with requirements governing content, classification and the responsibilities of distributors.

The Cinema Department is studying the potential use of technology to identify high-risk content and improve post-release monitoring as the volume of films distributed online continues to increase.

The department is also reviewing how products described as "short films" are distributed through platforms, apps and other online channels.

Through this process, it is identifying emerging issues, coordinating action against suspected violations and compiling regulatory shortcomings for consideration as policies are refined.

As AI continues to transform the speed and scale of film production, regulators face not only the challenge of dealing with problematic content after it appears, but also of clearly defining the responsibilities of every party involved in producing, providing and distributing it.

"Technology changes how films are made, but it does not change the responsibility that comes with bringing a work to the public," Cuong said.

Tuan Chieu