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Time of India
19-06-2025
- Business
- Time of India
Yes, more and more celebrities are entering the phone business. Here's why
By Wyatte Grantham-Philips NEW YORK: More and more celebrities are looking to attach their names to your phone. Or rather, wireless services that could power it. From cosmetics to snacks and signature spirits, brands launched or co-owned by high-profile figures are just about everywhere you look today. But several big names are also venturing into the market for mobile virtual network operators - or MVNOs, an industry term for businesses that provide cell coverage by leasing infrastructure from bigger, more established carriers. U.S. President Donald Trump's family was the most recent to join the list with the launch of Trump Mobile this week. Here's what to know. Which big names have entered the phone business? On Monday, The Trump Organization (currently run by the president's sons Eric and Donald Jr.) unveiled Trump Mobile. The company says this new business will offer cell service, through an apparent licensing deal with "all three major cellular carriers" in the U.S., and sell gold phones by August. Trump Mobile marks the latest in a string of new Trump-branded offerings - which already span from golden sneakers to "God Bless the USA" bibles - despite mounting ethical concerns that the president is profiting off his position and could distort public policy for personal gain. "This raises a real question about a conflict of interest," said Ben Bentzin, an associate professor of instruction at The University of Texas at Austin's McCombs School of Business. As the sitting president, Trump appoints leadership for the Federal Communications Commission - and the family's new phone venture exists under this regulatory authority. All of this sets Trump Mobile apart from other big names that have recently ventured into the wireless business. Still, its launch arrives as a growing number of celebrities tap into this space. Just last week, actors Jason Bateman, Sean Hayes and Will Arnett launched SmartLess Mobile, a name that mirrors the trio's "SmartLess" podcast. Now live across the contiguous U.S. and Puerto Rico, SmartLess Mobile runs on T-Mobile 's 5G Network. Another wireless provider with ties to fame is Mint Mobile . While not launched by celebrities, Ryan Reynolds purchased an ownership stake in Mint in 2019. Mint's parent, the Ka'ena Corporation, was later acquired by T-Mobile in a deal worth up to $1.35 billion. Beyond names of famous people, well-known brands that weren't traditionally in the phone business have also got in on the action over the years - particuarly outside of the U.S., Forrester Research senior analyst Octavio Garcia Granados notes. He points to Walmart's "Bait" mobile plan in Mexico, for example, as well as Italian soccer club AC Milan launching its own mobile SIM cards for fans. "The MVNO market is not new," said Granados. "What's new is the development on how it's consumed and the (ease) for brands to launch such plans." MVNOs have also emerged outside of high-profile brands or launch teams. Bentzin points to Straight Talk and Cricket - which are now owned by Verizon and AT&T , respectively. Still, traditional celebrity endorsements are common across the board. And in recent years, "influencer marketing" has been "the fastest growing area of advertising and promotion," he notes. What are these cell services offering? Why were they launched? For Trump Mobile, the pitch seems to be all about having an "all-American service" while also tapping into the fan base of the president. The company noted Monday that it chose to unveil Trump Mobile on the 10th anniversary of Trump launching "his historic presidential campaign." The name given to its flagship offer, The 47 Plan, and the $47.45 monthly fee make reference to the president's two terms. And a mock-up of the planned gold phone on the company's website shows Trump's "Make America Great" slogan on the front screen. According to the company, Trump Mobile's 47 Plan will include unlimited calls, texts and data through partner carriers, as well as free roadside assistance and telehealth services. It also says the new phone, called the "T1 Phone," will be available for $499 in August - but notes that this device won't be designed or made by Trump Mobile. Still, the company emphasized that these phones will be built in the U.S. Experts have since shared skepticism about that being possible in two months. And beyond the future T1 Phone, others stress that a monthly cell service fee of just under $50 is pricey compared to other MVNO options today. "It's not actual lower pricing. It's really trading on the fan base, if you will, of Trump," said Bentzin. SmartLess Mobile and Mint Mobile, of course, don't carry these same political ties. And the wireless plans offered by both boast less expensive offerings. T-Mobile-owned Mint advertises "flexible, buy-in-bulk" plans that range from $15 to $30 a month. Each option includes unlimited talk and text nationwide, but vary depending on plan length and data amount. Mint, founded in 2016, says it started "because we'd had enough of the wireless industry's games" - and promises to help consumers avoid hidden fees. SmartLess Mobile's plans also start at $15 a month. Depending on the data amount purchased, that base fee can rise to $30 - but all of its plans similarly offer unlimited talk and text using T-Mobile's network. When launching last week, SmartLess underlined that its goal is to help people stop paying for the data they don't use, noting that the majority of data used by consumers today happens over Wi-Fi. "Seriously, if your phone bill knew how often you're on Wi-Fi, it would be embarrassed," Hayes said in a statement for SmartLess Mobile's June 10 launch. What's the demand? MVNOs have proven to be attractive acquisitions to big wireless carriers over the years. But whether or not the star factor promises significant demand has yet to be seen for the market's most recent entrants. For the more established Mint Mobile, Reynolds' investment is a success story. The 25% stake that the actor reportedly owned in 2023, when the company announced that it would be acquired by T-Mobile, was estimated to give him a personal windfall of over $300 million in cash and stock. And since that deal closed, Reynolds has remained in his creative role for Mint and as the face of many campaigns - helping the brand continue to attract new customers. It's no surprise that the potential of such business returns might attract other celebrities to make similar investments, Bentzin notes. Still, newer ventures are untested. And "as the market becomes more crowded, it could be harder and harder to pick off individual consumers," he added. Beyond a high-profile name, quality of service and what consumers can afford is also critical. "The competition battleground here is brand and price," Bentzin said. Still, if the marketing is right and product meets consumer needs, experts like Garcia Granados note that MVNOs can be a profitable business, for both the brands that start them and the telecommunications giants - like T-Mobile, Verizon and AT&T - offering this "wholesale" access to their infrastructure. As a result, he said, such high-profile ventures become "a catalyst for others to follow." (AP Business Writer Bernard Condon contributed to this report from New York.)
Japan Today
06-06-2025
- Entertainment
- Japan Today
Film Festival showcases what artificial intelligence can do on the big screen
Runway's third-annual AI Film Festival kicks off with a screening at Lincoln Center's Alice Tully Hall in New York on Thursday, June 5, 2025. (AP Photo/Wyatte Grantham-Philips) By WYATTE GRANTHAM-PHILIPS Artificial intelligence 's use in movie making is exploding. And a young film festival, now in its junior year, is showcasing what this technology can do on screen today. The annual AI Film Festival organized by Runway, a company that specializes in AI-generated video, kicked off in New York Thursday night with ten short films from around the world making their debut on the big screen. 'Three years ago, this was such a crazy idea,' Runway CEO Cristóbal Valenzuela told the crowd. 'Today, millions of people are making billions of videos using tools we only dreamed of.' The film festival itself has grown significantly since its 2023 debut. About 300 people submitted films when it first began, Valenzuela said, compared to about 6,000 submissions received this year. The one and half-hour lineup stretched across a range of creative styles and ambitious themes — with Jacob Alder's ' Total Pixel Space " taking home the festival's top prize. The 9-minute and 28-second film questions how many possible images — real or not — exist in the digital space, and uses math to calculate a colossal number. A stunning series of images, ranging from the familiar life moments to those that completely bend reality, gives viewers a glimpse of what's out there. Meanwhile, Andrew Salter's 'Jailbird," which snagged second place, chronicles a chicken's journey — from the bird's perspective — to a human prison in the United Kingdom to take part in a joint-rehabilitation program. And 'One,' a futuristic story by Ricardo Villavicencio and Edward Saatchi about interplanetary travel followed in third place. The 10 films shown were finalists selected from thousands submitted to Runway's AI Film Festival this year. The shorts will also be shown at screenings held in Los Angeles and Paris next week. How AI is used and executed is a factor judges evaluate when determining festival winners. But not every film entered was made entirely using AI. While submission criteria requires each movie include the use of AI-generated video, there's no set threshold, meaning some films can take a more 'mixed media' approach — such as combining live shots of actors or real-life images and sounds with AI-generated elements. 'We're trying to encourage people to explore and experiment with it,' Valenzuela said in an interview prior to Thursday's screening. Creating a coherent film using generative AI is no easy feat. It can take a long list of directions and numerous, detailed prompts to get even a short scene to make sense and look consistent. Still, the scope of what this kind of technology can do has grown significantly since Runway's first AI Film Festival in 2023 — and Valenzuela says that's reflected in today's submissions. While there are still limits, AI-generated video is becoming more and more life-like and realistic. Runway encourages the use of its own AI tools for films entered into its festival, but creators are also allowed to turn to other resources and tools as they put together the films — and across the industry, tools that use AI to create videos spanning from text, image and/or audio prompts have rapidly improved over recent years, while becoming increasingly available. 'The way (this technology) has lived within film and media culture, and pop culture, has really accelerated,' said Joshua Glick, an associate professor of film and electronic arts at Bard College. He adds that Runway's film fest, which is among a handful of showcases aimed at spotlighting AI's creative capabilities, arrives as companies in this space are searching for heightened 'legitimacy and recognition' for the tools they are creating — with aims to cement partnerships in Hollywood as a result. AI's presence in Hollywood is already far-reaching, and perhaps more expansive than many moviegoers realize. Beyond 'headline-grabbing' (and at times controversial) applications that big-budget films have done to 'de-age' actors or create eye-catching stunts, Glick notes, this technology is often incorporated in an array of post-production editing, digital touch-ups and additional behind-the-scenes work like sorting footage. Industry executives repeatedly point to how AI can improve efficiency in the movie making process — allowing creatives to perform a task that once took hours, for example, in a matter of minutes — and foster further innovation. Still, AI's rapid growth and adoption has also heightened anxieties around the burgeoning technology — notably its implications for workers. The International Alliance of Theatrical Stage Employees — which represents behind-the-scenes entertainment workers in the U.S. and Canada — has 'long embraced new technologies that enhance storytelling,' Vanessa Holtgrewe, IATSE's international vice president, said in an emailed statement. 'But we've also been clear: AI must not be used to undermine workers' rights or livelihoods.' IATSE and other unions have continued to meet with major studios and establish provisions in efforts to provide guardrails around the use of AI. The Screen Actors Guild-American Federation of Television and Radio Artists has also been vocal about AI protections for its members, a key sticking point in recent labor actions. For Runway's AI Film Festival, Valenzuela hopes screening films that incorporate AI-generated video can showcase what's possible — and how he says this technology can help, not hurt, creatives in the work they do today. 'It's natural to fear change ... (But) it's important to understand what you can do with it," Valenzuela said. Even filmmaking, he adds, was born 'because of scientific breakthroughs that at the time were very uncomfortable for many people." © Copyright 2025 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed without permission.
