The studio renowned for its original storytelling enters into a partnership with Google to develop AI filmmaking tools.<\/p>\n
Google and independent movie studio A24 strike a new artificial intelligence research partnership to develop AI-powered filmmaking technology.<\/p>\n
The search giant is investing an estimated $75 million into A24 and will give the studio access to Google\u2019s DeepMind AI research and infrastructure, while DeepMind researchers will work with the studio to create new workflows and new tools for movie production and distribution.<\/p>\n
This long-term, nonexclusive deal will not provide Google with A24\u2019s data, such as its film and television library.\u00a0<\/p>\n
Scott Belsky, an A24 partner who leads the studio\u2019s 20-person technology team, A24 Labs, said the partnership with Google was distinct from other deals because AI developers promoted their products as a way for films to be made cheaper and faster, which is not as enticing to filmmakers.<\/p>\n
\u201cWe think there are better uses that preserve creative control and support risk-taking,\u201d he said, adding that new tools \u201cwon\u2019t look anything like the prompted generation type of AI that people feel uncomfortable with.\u201d<\/p>\n
Though Google is no stranger to online entertainment through YouTube and even has teamed up with individual filmmakers, like Darren Aronofsky in the past, this is the first deal with an actual film studio.<\/p>\n
\u201cWe believe the best way to develop tools that empower artists is to work directly with them,\u201d Google DeepMind CEO Demis Hassabis said in a statement on Google\u2019s website. \u201cBy collaborating with filmmakers and industry leaders like A24 from the beginning, we can build new AI features to support artists in authentic, meaningful storytelling that helps enable their creative vision.\u201d<\/p>\n
A24 has earned a reputation as an original, boundary-pushing independent cinema, with critical and commercial success for many of its films, with Academy Award nominees and winners such as \u201cLady Bird,\u201d \u201cMoonlight,\u201d \u201cEverything Everywhere All at Once,\u201d \u201cThe Brutalist,\u201d \u201cMarty Supreme\u201d and recent box-office hit, \u201cBackrooms.\u201d<\/p>\n
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The studio\u2019s last funding round in 2024 saw a large investment from Thrive Capital, fairly similar to what Google is putting in now. In the past two years, A24\u2019s revenue has more than doubled as it has increased film budgets and expanded into unscripted television, music and theater, which has proved to have paid off.<\/p>\n
For A24, the deal puts the studio back in the game with competitors like Netflix and Amazon Studios, who have already begun developing more tools for filmmakers, as well as Lionsgate\u2019s recent collaboration with startup Runway AI.<\/p>\n