Google has invested $75 million in A24, the independent film and television studio, as part of a partnership to develop artificial intelligence tools for filmmaking.
The deal
The money will fund the development of AI tools to support the making and distribution of films. A24 says it will keep full ownership of its film library and that filmmakers will retain creative control. The tools will be developed with Google DeepMind, the company’s AI research lab.
Why A24
A24 is known for distinctive, award-winning films such as Moonlight, Under the Skin, Everything Everywhere All at Once and, more recently, Marty Supreme. The studio has a reputation for backing directors’ visions, which makes its involvement in AI notable. It has already experimented with AI in early stages of production, such as visualising storyboards.
What the tools will — and won’t — do
According to Scott Belsky, who leads technology and innovation at A24, the tools will not be AI that generates whole scenes on its own. Instead, they are intended to:
- help directors visualise shots more quickly;
- suggest ideas during editing;
- use data to improve how films are distributed and reach audiences.
The emphasis, both companies say, is on supporting filmmakers rather than replacing them.
A sensitive moment
The partnership comes at a tense time in the film industry. Many actors, writers and directors fear that generative AI could take their jobs or use their work without permission — concerns that were central to the Hollywood strikes of 2023. A24’s approach is an attempt to show that AI can be used as a tool in service of artists, but critics will be watching closely.
What it could mean
If the tools work as promised, they could make some parts of filmmaking cheaper and faster, potentially helping smaller productions. But questions remain about how AI models are trained, who benefits from the efficiencies, and where the line between assistance and replacement will be drawn.
For Google, the deal is a way into the creative industries through a partner with credibility among filmmakers. For A24, it is a bet that engaging with AI on its own terms is better than leaving the technology to others.
