Film enthusiasts have been disappointed to hear of A24’s $75 million deal with Google DeepMind, adding another collaboration between AI and filmmaking.
The independent American entertainment company signed a deal with Google on June 22 and has been met with major criticisms since then.
In response to the backlash, the indie firm said that they wanted to have “a seat at the table” amid Hollywood’s bid to incorporate AI in entertainment productions.
A ‘research’ partnership
A24 representative Sophie Shin explained that the partnership was made for research purposes.
“This partnership exists because we want to dictate what tools get built for artists, and so they have a voice in shaping them rather than having tools handed to them,” Shin said in an interview with American magazine Wired.
“We’d rather have a seat at the table than on the sidelines.”
Shin also noted that A24 does not take their relationship with the audiences for granted.
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Fanbase’s rage against the ‘machine’
Shin’s statement, however, did not ease the tension, as the fanbase in online forums are still outraged by the decision, calling them a “sellout.”
“Huge sellout, and a giant ‘FU’ to artists who they’ve supported for years,” a user wrote on A24’s dedicated Reddit page.
The outrage stems from A24’s image and principles of supporting small and independent creatives as an independent film company.
Hence, the shocked reactions from the fanbase after partnering with a giant corporation, especially involving a deal for AI, can be expected.
Meanwhile, ‘Backrooms’ director Kane Parsons also expressed his disbelief.
“Obviously, A24 is a big machine. I’ve got no input on this investment. I can’t imagine this decision is popular with most directors.”
Kane also clarified that “those resources are not to be spent on Backrooms.”
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What’s in it for the two?
It was reported that the deal is a multi-year, non-exclusive research collaboration, emphasizing that Google will not acquire A24’s creative catalogue.
Under the contract, DeepMind will be responsible for being part of A24 productions, where feedback from filmmakers will be used to enhance AI tools.
On A24’s end, it will have access to DeepMind’s research infrastructures and flagship AI video generation models like Veo.
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Newsjustnews writers 
Lucia Caporalini 
Tyler Lai Sai