People are upset about today’s partnership between Google and A24.
It’s been announced that Google, through its DeepMind division, is investing roughly $75 million in A24 as part of an AI research collaboration for filmmaking and distribution.
This appears to be structured as a multiyear, non-exclusive deal. A24 will gain access to DeepMind’s AI tools to explore new filmmaking (and distribution) techniques. This comes after A24’s prior funding round with Thrive, which valued the company at roughly $3.5 billion. The stated goal is to develop practical AI tools in partnership with filmmakers rather than impose them externally.
Yes, a major AI lab is now formally entangling itself with a respected, auteur-driven studio, which signals a slow normalization of AI in filmmaking—moving from behind-the-scenes experimentation to direct influence over how stories are developed and distributed.
The industry is worried. AI tools built “for artists” could interfere in ways creators don’t fully control.
My opinion remains the same. When it comes to the future of AI in movies, I prefer human hands to be at the helm, and the technology will rise or fall depending on whether audiences push back against it. AI will be successful only if audiences accept it and buy movie tickets for it—Hollywood ultimately prioritizes profitability above all else. So if AI is upsetting you at the moment, please take comfort in knowing that the power is in your hands. If you and millions of others don’t make these movies successful, then there’s no reason to worry.
It should be mentioned that this A24 deal comes only 24 hours after it was reported that the studio passed on Luca Guadagnino’s “Artificial,” an anti-AI Sam Altman biopic. Focus, Warner Bros and Netflix also passed on the film.
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