Netflix has just released the trailer for its upcoming competition series inspired by "Willy Wonka," showcasing a recreation of Gene Wilder’s iconic voice. Wilder, who passed away in 2016 at the age of 83, is well-remembered for his role as the whimsical chocolatier in the beloved 1971 film "Willy Wonka & the Chocolate Factory."
The show, titled "Wonka’s The Golden Ticket," will debut on Netflix on September 23 and features 12 contestants who will embark on various challenges within Wonka's Chocolate Factory, all vying for a significant grand prize.
In a voiceover for the trailer, Wilder’s AI-generated voice conveys excitement: “A whole new generation of real-life Golden Ticket holders will compete for a life-changing prize or face a sadly unfortunate farewell. Marvel at the magic you remember and be amazed by my latest wonders beyond imagination. The most extraordinary competition on Earth is about to unfold.”
Karen Wilder, Gene Wilder's widow, expressed her joy that the show will reintroduce this classic magic to younger audiences while honoring long-time fans. She stated that, even more than fifty years after Gene's portrayal of Willy Wonka, his performance continues to resonate with people of all ages and from various backgrounds worldwide.
The series is a collaboration between Netflix and ElevenLabs, an AI voice generation firm that has been progressively making its mark in Hollywood. Recently, ElevenLabs also launched an audiobook rendition of Homer's "Odyssey," featuring an AI-generated version of Michael Caine's voice, licensed with authorization from his estate.
The startup operates a platform that permits companies to license AI-generated versions of certain well-known voices for use in marketing and creative projects. The voices available for licensing include those of famous personalities like Stan Lee and David Hasselhoff, as well as historical figures such as Thomas Edison and J. Robert Oppenheimer, and even beloved fictional characters like Optimus Prime and Mr. Potato Head.
The inclusion of the likenesses of deceased actors in film projects is becoming increasingly common. Earlier this year, a production company in New Mexico announced the creation of an AI-generated version of Val Kilmer—who passed away last year due to pneumonia—to fill a role in the film "As Deep as the Grave." The director, Coerte Voorhees, noted that Kilmer's estate had approved this use of his likeness, despite some controversy surrounding the practice.
Nonetheless, this approach has faced criticism from various sectors of the film industry over concerns regarding job losses in an already challenging job market for actors. The launch of Tilly Norwood, a fully AI-generated actor, was met with backlash, with the actors' union SAG-AFTRA calling it a threat to the value of human artistry.
Online reactions to the use of AI in Netflix's new reality series quickly referenced past AI-oriented adaptations of "Willy Wonka." For instance, a Willy Wonka-themed event in Glasgow, Scotland, fell drastically short of expectations, leading to attendee dissatisfaction and even police involvement due to the perceived failure of its AI-generated content.
Film critic Stefan Ellison commented on the Netflix project via social media, suggesting, “Just hire someone to play Willy Wonka. Even the Wonka Experience in Glasgow managed to do that.” Some fans speculated that if Wilder were still alive, he might not have approved of the project, citing his past criticism of the 2005 "Wonka" remake. In his own words, Wilder expressed skepticism about such endeavors, stating, “It’s all about money. It’s just some people sitting around thinking: ‘How can we make some more money?’”
