Video of the Week: Apex by The Dor Brothers
- Mal McCallion
- 10 hours ago
- 1 min read
Three years ago, AI video looked like a fever dream. Extra fingers. Melting faces. Total chaos.
Last week, The Dor Brothers dropped a highly-provocative, 3-minute “$200m” AI movie made in a single day.
No crew. No location shoots. No lead actor trailers.
Now, you can argue about physics glitches, questionable palm tree locations (in the middle of New York) or combustion engine sounds coming from an electric Cybertruck. But that’s missing the point.
The point is rate of change.
Hollywood budgets $150m - $250m to create cinematic spectacle. AI just compressed (some of) that into a laptop workflow and 24 hours.
That doesn’t mean blockbusters disappear tomorrow.
But it does mean:
Production cost collapses.
Barriers to entry collapse.
Creative leverage explodes.
And if that’s happening in film… it’s happening everywhere.
Property marketing. Portals. Valuations. Buyer qualification. Content.
The incumbents aren’t competing with better versions of themselves - they’re competing with exponential tools wielded by people unencumbered by historic 'this is how we've always done things'.
Distribution is no longer controlled by whoever can afford the biggest budget and that changes advertising, it changes trust, it changes power.
The question isn’t whether AI will replace industries.
The question is who uses it first - and who keeps pretending it’s still 2022.
If a £200m movie can be made in a day… imagine what happens to £6bn property portals built on 2005 tech, regardless of the AI lipstick they slap on their pig.
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