Lionsgate, the studio behind blockbuster franchises like John Wick and The Hunger Games, has announced a groundbreaking partnership with AI startup Runway. The deal, revealed on September 18, 2024, aims to develop a custom AI model trained on Lionsgate’s vast content library, potentially revolutionizing the way movies are made.
The Partnership
Lionsgate and Runway’s collaboration centers on creating a bespoke AI model that will generate cinematic video based on Lionsgate’s proprietary catalog of over 20,000 film and TV titles. This model will be integrated with Runway’s suite of controllable tools, allowing filmmakers to refine and manipulate AI-generated content.
Key aspects of the partnership include:
- Initial focus on using AI for storyboarding
- Plans to expand AI application to creating background elements and special effects
- Potential savings of “millions and millions of dollars” in production costs for Lionsgate
- Access for Lionsgate filmmakers to Runway’s cutting-edge AI tools
- Possibilities for future licensing opportunities
Michael Burns, Lionsgate’s vice chair, praised Runway as a “visionary, best-in-class partner” that will help the studio develop “cutting-edge, capital-efficient content creation opportunities.” He emphasized that AI would be used as a tool to augment and enhance existing operations, with several filmmakers already expressing excitement about its potential applications in pre- and post-production processes.
AI Model Implementation
The custom AI model will be trained on Lionsgate’s extensive library, analyzing visual styles, cinematography techniques, and narrative structures present in the studio’s productions. This process aims to create a “cinematic video” model tailored specifically to Lionsgate’s content.
While the exact financial terms of the deal remain undisclosed, the partnership is expected to yield significant cost savings for Lionsgate in production expenses. However, the lack of transparency regarding compensation for creative teams whose work is used in training the AI model has raised concerns in the industry, especially in light of recent strikes and ongoing debates about AI’s impact on creative professions.
Applications in Film Production
The integration of AI into Lionsgate’s film production process opens up innovative possibilities for creative workflows. Filmmakers will be able to leverage AI tools for:
- Rapid iteration and experimentation
- Accelerating traditionally manual tasks like video editing and visual effects creation
- Generating visual effects or scenery using text prompts
- Enhancing post-production processes such as color correction
- Facilitating real-time collaboration between directors, editors, and VFX teams
These advancements aim to reduce production timelines and costs while potentially unlocking new avenues for visual storytelling.
Industry Implications and Challenges
The Lionsgate-Runway partnership signals a potential shift in the competitive landscape of the entertainment industry, positioning Lionsgate as a technological innovator. However, this move also raises concerns about job displacement and the impact on creative roles in filmmaking.
Some key considerations include:
- The deal comes amid a challenging summer for Lionsgate, marked by several box office disappointments
- Recent legislation in California regulating the use of AI replicas of performers
- Ongoing legal challenges faced by Runway from visual artists alleging copyright infringement
- The need to balance technological innovation with creative integrity
The Broader Trend
Lionsgate’s partnership with Runway is part of a growing trend in the entertainment industry. Other major companies are also exploring AI partnerships to leverage their content libraries and develop custom models:
- Disney has invested in AI startups like AudioShake and ElevenLabs through its 2024 Accelerator Program
- Epic Games is collaborating with Disney on a $1.5 billion open game and entertainment universe, likely incorporating AI technologies
- OpenAI is seeking massive funding that could put it on par with major corporations in terms of valuation and influence
This shift towards custom AI models trained on specific content libraries suggests a future where entertainment giants leverage their vast intellectual property to create unique AI-powered experiences and production tools.
Conclusion
The Lionsgate-Runway AI partnership represents a significant step forward in the integration of artificial intelligence into mainstream film production. While it promises to bring efficiency and innovation to the filmmaking process, it also raises important questions about the future of creativity in the industry. The success of this venture will largely depend on the quality of the AI-generated content, its reception by audiences, and the industry’s ability to address concerns about job displacement and creative ownership in an AI-driven landscape.
As the entertainment world watches closely, the outcomes of this partnership could set a precedent for how AI is utilized in film production for years to come.