Lionsgate Runway Deal Is a Test of Hollywood’s Relationship With AI

AI enters Hollywood’s mainstream: Lionsgate, the studio behind major franchises like John Wick and The Hunger Games, has partnered with AI startup Runway to create a custom AI tool for film and TV production.

• The partnership grants Runway access to Lionsgate’s archives to develop an AI model for pre- and post-production work, potentially revolutionizing aspects of the filmmaking process.
• This move marks a significant step in the integration of AI technology into mainstream Hollywood production, potentially setting a precedent for other studios to follow.
• The tool aims to assist filmmakers, directors, and creative talent in augmenting their work and generating cinematic video that can be further refined using Runway’s suite of controllable tools.

Industry reactions and concerns: The announcement has sparked discussions and raised concerns among industry professionals about the potential impact on creative roles and intellectual property.

• Writer-director Justine Bateman, who has been critical of AI in the entertainment industry, expressed her concerns on social media, suggesting that this development aligns with her previous predictions about studios seeking custom AI models.
• The deal is seen as a test of AI protections negotiated by unions like SAG-AFTRA during recent contract negotiations, which require studios to obtain consent from actors before creating digital replicas.
• While the tool is intended for pre- and post-production work, questions remain about its potential impact on jobs in these areas of filmmaking.

Legal and regulatory context: The Lionsgate-Runway partnership comes amid evolving legislation and industry standards regarding AI use in entertainment.

• California Governor Gavin Newsom recently signed legislation aimed at protecting actors from having their work cloned without consent, set to take effect next year.
• The new laws coincide with ongoing strikes by video game workers, including voice and motion-capture actors, who are seeking stronger AI protections.
• Matthew Sag, a law and AI professor at Emory University, notes that while this development is significant, it can also be seen as a natural evolution of technology use in the film industry.

Potential implications for the workforce: The introduction of AI tools in pre- and post-production raises questions about job security and the changing nature of creative work in Hollywood.

• There are concerns about the potential impact on jobs in pre- and post-production, although the exact effects remain uncertain.
• Runway CEO Cristóbal Valenzuela asserts that AI tools will not replace entire jobs but rather help solve specific tasks and accelerate progress through creative challenges.
• Lionsgate vice chair Michael Burns views AI as a tool for developing “cutting edge, capital efficient content creation opportunities,” suggesting potential cost-saving benefits for the studio.

Industry adoption and future prospects: The Lionsgate-Runway partnership may signal a broader shift in how major studios approach AI integration in their production processes.

• This deal could encourage other studios to explore similar partnerships with AI companies, potentially accelerating the adoption of AI tools across the industry.
• The success or failure of this initiative may influence how quickly and extensively AI is integrated into various aspects of film and TV production.
• As the technology develops, it may open up new creative possibilities while also challenging traditional roles and workflows in the entertainment industry.

Balancing innovation and preservation: The introduction of AI tools in Hollywood production processes presents both opportunities and challenges for the industry.

This partnership between Lionsgate and Runway represents a significant step in the integration of AI into mainstream filmmaking. While it promises to enhance creative capabilities and streamline production processes, it also raises important questions about job security, creative control, and the preservation of the human element in storytelling. As the industry adapts to these new tools, finding a balance between technological innovation and the protection of creative professionals will be crucial for the future of filmmaking.