A24, the studio behind indie hits like Backrooms, has partnered with Google’s DeepMind unit in a roughly $75 million AI research deal to develop new technologies for filmmakers.
The investment gives A24 access to DeepMind’s research and infrastructure to co-create production workflows, such as storyboards.
However, Google will not receive access to the studio’s content library or data.
Scott Belsky, the head of A24 Labs, the studio’s technology division, says the deal is different from other AI team-ups because it reimagines the production process rather than using the tech for AI-generated content.
A24 is not alone
Lionsgate partnered with Runway AI to develop new intellectual property and produce AI-generated shows using its existing franchises.
Disney signed an agreement with OpenAI to license its suite of characters, but the deal didn’t go through after the ChatGPT maker shuttered its Sora app.
Netflix acquired InterPositive, an AI startup backed by Ben Affleck, focused on building specialized tools for filmmakers.
Critics say A24, famous for hardcore, young cinephiles among its fan base, risks alienating them with the new move.
A recent Pew Research study highlights that nearly half of adults under 30 believe AI will actively harm society.