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Lionsgate has signed a deal with AI research company Runway, which will see the tech firm train a new generative AI model on the Hollywood film studio content. The collaboration will also allow the entertainment company to use the model set as it produces future film and TV projects.
While there have been few details regarding the agreement, the companies said in a statement that the new system will be “customized to Lionsgate’s proprietary portfolio of film and television content,” and exclusive to the studio.
Today we are excited to announce that we have entered into a first-of-its-kind partnership with @Lionsgate to bring our next generation of storytelling tools into the hands of the world’s greatest storytellers.
Learn more: https://t.co/0Yg9F1b7Sq
— Runway (@runwayml) September 18, 2024
The studio is known for making movies such as John Wick, and more recently, the game-to-screen adaptation of Borderlands.
Lionsgate Vice Chair Michael Burns said: “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.”
He said the movie maker was hoping to use AI for “augmenting, enhancing and supplementing our current operations.”
Runway’s co-founder Cristóbal Valenzuela added: “We’re committed to giving artists, creators and studios the best and most powerful tools to augment their workflows and enable new ways of bringing their stories to life.”
The CEO added: “The history of art is the history of technology and these new models are part of our continuous efforts to build transformative mediums for artistic and creative expression.”
The issue of AI in Hollywood
However, the latest deal may be seen as contentious by some in the industry. This week, ReadWrite reported that California Gavin Newsom signed into law two bills that sought to protect actors and performers against unauthorized AI.
The bills titled AB2702 and AB1836 put protections in place against growing technology, with one requiring consent from actors and performers before a digital replica can be created and used. This includes their voice and likeness and is the first bill of its kind in the United States.
The other provides updated protections to the voice and likeness rights of deceased performers unless consent has already been provided by their estate.
In August, SAG-AFTRA actors union and an AI startup called Narrativ reached a landmark deal that would allow actors to be compensated fairly and retain relative control of their digital voices.
Featured image: Ideogram
