Google forms research partnership with A24 Films that’s focused on AI filmmaking tools
Google LLC is investing around $75 million into the independent movie studio A24 Films LLC in order to explore the potential of artificial intelligence further in the entertainment industry.
A24, which is known for hit movies like “Backrooms” and “Marty Supreme,” will gain access to Google’s DeepMind AI research laboratory as part of the deal, which is believed to be the first time the technology giant has ever invested in a film studio.
Google said in a blog post that the partnership with A24 represents the start of a “collaborative journey” that will be rooted in “research and shared curiosity.” The companies will initially focus on “bridging the gap between cutting-edge technology and next generation entertainment,” though their specific goals have not been determined at this time, but instead will “evolve,” depending on how that research goes. Variety, in a report, was a bit more specific, saying that Google plans to work with A24 to “build out new workflows.”
Speaking to the Wall Street Journal, A24 partner Scott Belsky tried to reassure movie fans that the partnership isn’t entirely focused on ways AI can be used to generate movies from scratch. Instead, it’s primarily focused on how AI can be used to enhance the production process, he said, similar to Martin Scorsese’s use of AI storyboards to help create ideas for movies. It should be noted though, that Hollywood employs around 2,000 storyboard artists, whose livelihoods could be threatened by this deal. “We think there are better uses that preserve creative control and support risk-taking,” Belsky said. He added that whatever new tools are developed through this partnership “won’t look anything like the prompted generation type of AI that people feel uncomfortable with.”
