Lionsgate, the Hollywood studio behind movies like John Wick and American Psycho, has partnered with Runway, a leading company in generative AI technology. Announced in September 2024, this collaboration focuses on developing a custom generative AI model trained on Lionsgate's extensive film library, which includes over 20,000 titles. Tailored to fit the studio’s specific needs, they want to explore the use of AI throughout the filmmaking process—from storyboarding, to editing and post-production—with a clear goal of reducing costs.
“Runway […] will help us utilize AI to develop cutting edge, capital efficient content creation opportunities”, Michael Burns, Lionsgate Vice Chair, official statement.
Tests made by Orbitae, using Gen-3
For those unfamiliar, Runway is a New York-based company specializing in generative AI tools that enable users to create and manipulate video content. Predating other notable AI video generators like Sora and Kling, Runway has recently released its latest algorithm, Gen-3, which delivers polished and consistent final outputs. But Runway’s capabilities also include tracking, ultra slow-motion effects and green screen functionalities, to mention a few. However, effective use of these tools requires numerous iterations and a new army of artists dedicated to exploring the algorithm’s limitations and advantages.
Now, while this partnership marks a significant and official step in the use of AI by a major studio, it's important to note that AI’s inclusion in the filmmaking industry is not new. Here are a few recent examples to give you an idea:
In 2017, 20th Century Fox started using machine learning to analyze movie trailers and determine audience preferences, as reported by The Verge.
In 2020, Warner Bros partnered with Cinelytic to leverage AI for box office predictions and marketing strategies.
By 2023, Reuters reported that Disney was establishing a task force to explore AI applications across the company.
That same year, Netflix sparked controversy with its $900,000 AI job postings.
In May 2024, Sony's Chief Executive emphasized the studio’s strong focus on AI during an investor conference.
On the other hand, Runway has also collaborated with major players in the creative software industry. Indeed, earlier this year, Adobe partnered with various generative AI tools—including Runway—to integrate AI technology into Premiere Pro, enhancing professional video workflows with features like generative fill, video editing capabilities and even B-roll generation.
Meanwhile, as George Lucas reminded everyone at the Cannes Film Festival, machine learning (a.k.a. AI) has been a cornerstone in VFX for years. Now, Runway is positioning itself as a partner in this space, offering an different solution to create various types of effects—one of the aspects that attracted Lionsgate. In an interview with the Wall Street Journal (WSJ), Burns explained that the studio plans to use the new AI tools initially for internal purposes, like storyboarding or editing, and eventually for creating backgrounds and special effects, such as explosions, for their action-heavy films.
“We do a lot of action movies, so we blow a lot of things up and that is one of the things Runway does”, Michael Burns, Lionsgate Vice Chair, for WSJ.
While the Lionsgate-Runway collaboration might be forward-thinking—or perhaps FOMO-driven—as Burns also stated that the studio “could fall behind its competitors” if it didn’t act quickly, it comes at a time of increased scrutiny over the ethical use of AI. As a reminder, Runway has faced legal challenges related to using copyrighted material without permission to train its models. Coupled with the concerns raised during the 2023 SAG-AFTRA strike, this partnership has received strong mixed reactions.
Did you know? Swiss film director Peter Luisi had his London premiere for The Last Screenwriter canceled due to backlash over the film being entirely written by AI.
Tests made by Orbitae, using Gen-3
Despite the complex landscape where generative AI’s role in entertainment is both celebrated and feared, Lionsgate and Runway clarify that their goal is to enhance the creative process. As Cristóbal Valenzuela, Runway’s co-founder and CEO, said in the company’s official statement:
“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 best stories are yet to be told”.
Looking ahead, Runway is considering ways to license these generative AI models as templates for individual creators or studios interested in building and training their own proprietary models.
In short, the Lionsgate-Runway partnership could be a landmark in the adoption of generative AI within the film industry. By developing a custom AI model, Lionsgate aims to stay ahead of competitors. As the industry watches closely, this collaboration might set the standard for how generative AI is integrated into the creative process without compromising artistic integrity (we hope). Whether this will lead to an increase in "content" (to use Burns words) that lacks substance, remains to be seen. Does this mean that we might see a generative AI category at the Oscars? Only time will tell.
For now, grab your popcorn—not just for the movies, but for the drama unfolding before our eyes.
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