Google invests $75 million in A24 to develop AI tools for movie industry
Google DeepMind partners with studio A24, investing approximately $75 million to create new artificial intelligence tools for film production and distribution while preserving creative control for artists.
Google's DeepMind AI lab has entered a partnership with independent film studio A24 to jointly develop new movie production technologies. According to a report by The Wall Street Journal, Google is investing around $75 million into A24, marking the first time the search giant has taken a stake in a film studio.
The collaboration aims to expand filmmakers' creative possibilities by pairing a world-leading research lab with a studio known for its filmmaker-friendly approach. In its announcement, Google stated that the partnership will help artists develop new workflows and techniques, ensuring that the tools of the future are shaped by the creators who use them.
The multiyear, non-exclusive deal does not grant Google access to A24's film and television library data. This is likely to raise eyebrows in the industry, given previous disputes between major studios and AI companies over alleged copyright violations.
Scott Belsky, an A24 partner and former chief strategy officer at Adobe, said the new tools "won't look anything like the prompted generation type of AI that people feel uncomfortable with." He added that there are better uses that preserve creative control and support risk-taking.
The partnership aims to include A24's existing artists, such as YouTube creator and "Backrooms" director Kane Parsons. In a recent interview, Parsons criticized generative AI, calling it "a symptom of a broader cultural and economic rot" and stating he gets "no enjoyment" from using the technology.
Initially, Google and A24 plan to focus on bridging the gap between cutting-edge technology and next-generation entertainment. No specific movie projects have been announced yet.
