A24 secures $75 million Google investment for AI filmmaking tools

Google has committed $75 million to a multiyear partnership with independent film studio A24 to develop artificial intelligence tools for movie production. The investment, reported by Engadget, sees the two companies collaborating on assistive technologies, with the initial focus on AI-generated storyboards. The agreement explicitly excludes any access for Google to A24’s existing film and television library, addressing concerns regarding the use of proprietary creative assets.

The partnership follows a period of significant commercial success for A24, which has seen its revenue more than double over the past two years. The studio’s recent output includes Backrooms, which grossed over $300 million to become its highest-grossing film, and Marty Supreme, which earned nearly $200 million and secured multiple Academy Award nominations. These results contributed to a recent corporate valuation of $3.5 billion for the company, known for championing emerging filmmakers.

A24 has positioned the new technology as distinct from the generative AI tools that have drawn criticism from parts of the creative community. A studio representative told The Wall Street Journal that the tools "won't look anything like the prompted generative type of AI that people feel uncomfortable with." Eli Collins, vice president of product for DeepMind, stated the company believes "breakthroughs happen when you get technology into the hands of the best minds in the field," with hopes to eventually distribute these tools to A24’s filmmakers.

The initiative arrives amid complex sentiments within the industry regarding automation. Kane Parsons, director of Backrooms, has previously described AI as "genuinely harmful" and a signifier of "cultural and economic rot." However, the current project is pitched as an assistive measure rather than a replacement for human labour. The Hollywood system employs at least 2,000 working storyboard artists, a role directly impacted by the first phase of this collaboration.

The deal mirrors broader trends in the entertainment sector, such as Netflix’s recent acquisition of Ben Affleck’s AI startup, which is developing tools for post-production tasks like colour-mixing and relighting. With approximately 400 colourists and 2,800 active union members working as professional set lighting technicians in the industry, the integration of such technologies raises questions about workflow changes. The timeline for the availability of A24’s new AI tools remains unspecified.