Lionsgate Will Feed Its Movies to AI, Even After Its Megalopolis Trailer Embarrassment
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October 19, 2024The studio recently distanced itself from a Megalopolis trailer full of chatbot-generated quotes, but its new deal with Runway suggests it’ll be embracing AI more openly in the future.
Few issues are more enflamed in Hollywood right now than the use of AI—a tool that, beyond all its sci-fi dystopian associations, can compromise the very real work of, and rip jobs away from, actual humans, be they artists, screenwriters, actors, or even movie critics. But seeing as how AI can also churn out projects without pesky human considerations (like fair pay and working conditions, etc.), it’s no surprise the entertainment industry is still circling ways to use it. As reported in the Wall Street Journal, Variety, and other publications, and announced in a press release, Lionsgate has joined forces with applied AI research start-up Runway. Touted as a “first-of-its-kind partnership” in the press release, the deal is centered around the creation and training of a new AI model, customized on Lionsgate’s proprietary catalog. Fundamentally designed to help Lionsgate Studios, its filmmakers, directors and other creative talent augment their work, the model generates cinematic video that can be further iterated using Runway’s suite of controllable tools.” The release also has a quote from Lionsgate vice chair Michael Burns: “Runway is a visionary, best-in-class partner who will help us utilize AI to develop cutting edge, capital efficient content creation opportunities. Several of our filmmakers are already excited about its potential applications to their pre-production and post-production process. We view AI as a great tool for augmenting, enhancing, and supplementing our current operations.” (The specific excited filmmakers were not named.) As Variety points out, Lionsgate’s film and TV library includes some 20,000 titles, most notably the John Wick, Hunger Games, Saw, and Twilight franchises. This year, it also put out The Crow, Borderlands, and Megalopolis. Speaking to the Wall Street Journal, Burns said the studio expects to save “millions and millions” using Runway’s creation; the paper adds that Lionsgate “plans to initially use the new AI tool for internal purposes like storyboarding—laying out a series of graphics to show how a story unfolds—and eventually creating backgrounds and special effects, like explosions, for the big screen.” The WSJ also points out, however, “Runway and other generative AI startups have been sued by groups representing visual artists who allege that the tech companies violated copyrights by using their work to train their AI models. A spokeswoman declined to comment on the pending litigation. The company has filed a motion to dismiss the case.” This partnership, of course, ensures that Runway has full permission from the studio to use Lionsgate-owned properties in the creation of its new model. What do you think of this latest development in the ongoing “AI in Hollywood” saga? Want more io9 news? Check out when to expect the latest Marvel, Star Wars, and Star Trek releases, what’s next for the DC Universe on film and TV, and everything you need to know about the future of Doctor Who.
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