Google has invested approximately $75 million in independent studio A24 as part of a new partnership announced on June 22 that will see the company work with Google DeepMind to develop AI-powered technologies for filmmakers.
The agreement will give A24 access to DeepMind’s research and infrastructure, while DeepMind researchers will collaborate with the studio to build new filmmaking workflows. According to reports, the investment is broadly in line with the amount invested by Thrive Capital during A24’s most recent funding round.
The companies said the arrangement does not provide Google with access to A24’s content library or data.
The partnership is the latest example of Hollywood studios exploring relationships with artificial intelligence companies as the entertainment industry continues to debate the technology’s role in filmmaking. Recent years have seen both partnerships and legal disputes emerge across the sector.
Among other developments, Disney entered into a short-lived agreement with OpenAI while also pursuing copyright infringement claims against AI firms including MiniMax and Midjourney. Lionsgate expanded its partnership with Runway AI to develop new intellectual property and AI-generated productions, while Netflix acquired Ben Affleck’s AI startup InterPositive earlier this year to create tools for filmmakers.
Scott Belsky, an A24 partner who leads the studio’s technology division, A24 Labs, said the collaboration differed from other AI initiatives because some developers had marketed artificial intelligence primarily as a way to make films cheaper and faster.
His division is currently developing applications for AI-generated storyboards, part of a broader effort to rethink aspects of the production process.
“We think there are better uses that preserve creative control and support risk-taking,” Belsky told The Wall Street Journal, adding that the new tools “won’t look anything like the prompted generation type of AI that people feel uncomfortable with.”
Eli Collins, Vice President of Product at DeepMind, said: “We believe breakthroughs happen when you get technology into the hands of the best minds in the field.”
A24 has built a reputation as a home for emerging filmmakers, with critically and commercially successful films including ‘Lady Bird’, ‘Moonlight’, ‘Everything Everywhere All at Once’, ‘Marty Supreme’ and the recent box office hit ‘Backrooms’. The studio’s success has been attributed to its support for filmmakers and its strong following among younger audiences.
According to PostTrak data cited by Variety, around 85 per cent of those who watched ‘Backrooms’ during its opening weekend were under the age of 35.
The partnership comes amid continuing public debate about artificial intelligence. A recent Pew Research study found that roughly half of adults under 30 believe AI will have a harmful impact on society.
Reaction from some readers appeared sceptical following the announcement. Comments published beneath the report included criticism of the move, with several readers expressing concerns about AI’s growing role in the film industry and its potential impact on A24’s reputation among fans.
