In a significant move, Lionsgate and video-focused AI research firm Runway have signed an agreement under which Runway will train a new generative AI model on Lionsgate content and allow the entertainment company to use the technology in the production of future film and television projects.
While details are scarce, the companies say the new model will be “customized to Lionsgate’s proprietary portfolio of film and television content” and exclusive to the studio. It will be intended to “help Lionsgate Studios, its filmmakers, directors and other creative talent grow their work.”
Lionsgate is the studio behind John Wick, The Hunger Gamesand other franchises.
The Lionsgate deal marks Runway’s first partnership with a major Hollywood studio, though everyone in the industry is keenly considering the technology’s potential, given the speed with which generative AI technology can create images and videos based on text or visual prompts.
As Lionsgate Vice President Michael Burns hinted, it could also serve to reduce costs, an aspect that interests all film studios, especially Lionsgate, which has long focused on films and series produced with more modest budgets than the blockbusters of some film studios.
“Runway is a visionary, first-in-class partner who will help us use AI to develop cutting-edge, capital-efficient content creation opportunities,” Burns said. “Many of our filmmakers are already excited about its potential applications to their pre- and post-production process. We see AI as a great tool to augment, enhance and complement our current operations.”
Naturally, AI tools have become a flashpoint for Hollywood as well, with unions concerned about the impact on jobs, actors and musicians concerned about the misuse of their images, and movie studios concerned about legal ramifications.
In the last week alone, California Governor Gavin Newsom signed a law regulating AI performance reruns; and a group of documentary producers released guidelines on how generative AI can and should be used in the genre.
Movie studios are experimenting more openly with artificial intelligence tools, despite lingering legal uncertainty and union concerns.
Runway, for its part, aims to help the creative community realize their vision.
“We are committed to providing artists, creators and studios with the best and most powerful tools to enhance their workflows and enable new ways to bring their stories to life,” Runway co-founder and CEO Cristóbal Valenzuela said in a statement. “The history of art is the history of technology, and these new models are part of our ongoing efforts to build transformative mediums for artistic and creative expression. The best stories are yet to be told. Lionsgate has an incredible creative team and a clear vision for how AI can help their work, and we are excited to help bring their ideas to life.”