Kane Parsons may have reservations about this collaboration.
Google is committing $75 million to the independent film studio A24 in a collaborative effort to create artificial intelligence tools. The tech giant states that this partnership is intended to broaden the possibilities for the future of entertainment. Importantly, this multiyear agreement does not grant Google access to A24’s film and television library, so viewers will not have to endure a poorly executed sequel to Marty Supreme anytime soon.
Instead, the focus will be on developing tools that enhance various filmmaking processes. A spokesperson for A24 explained to media sources that these tools will differ significantly from the generative AI models that many find unsettling. The initial application will involve using AI for storyboard creation.
The goal is to eventually provide these tools to A24’s roster of filmmakers. Eli Collins, a vice president of product at DeepMind, expressed, “We believe that innovation occurs when technology is made accessible to the most talented professionals in the industry.” However, it’s worth noting that there are approximately 2,000 storyboard artists currently working in Hollywood who may prefer to continue with traditional methods.
A24 has built a reputation for being a studio that champions emerging filmmakers who appeal to younger audiences, many of whom are skeptical about AI. Kane Parsons, who directed Backrooms — A24’s most profitable film to date — has characterized AI as “genuinely harmful,” suggesting that it reflects a decline in cultural and economic values.
The introduction of this new technology may go unnoticed since it is being promoted as an assistive tool rather than a substitute for filmmakers. This strategy is reminiscent of Ben Affleck’s AI startup that was recently acquired by Netflix, which is also creating tools aimed at enhancing post-production tasks like color correction and lighting adjustments. Additionally, there are around 400 colorists in Hollywood and approximately 2,800 union members working as lighting technicians and operators, which is an interesting fact about the industry!
A24 has had an impressive year overall, with Backrooms grossing over $300 million, making it the studio’s most successful release to date. Marty Supreme has also performed well, earning nearly $200 million and receiving several Oscar nominations. In fact, A24’s revenue has more than doubled in the past two years, leading to a recent valuation of $3.5 billion for the company.
