Lionsgate, the studio known for the “John Wick,” “Hunger Games,” and “Twilight” franchises, announced a significant partnership with artificial intelligence firm Runway on Wednesday. This collaboration aims to grant Runway access to Lionsgate’s archives to develop a custom AI tool designed for preproduction and postproduction processes in film and television projects.
In a press release, Runway described the impending tool as one that will assist Lionsgate’s filmmakers, directors, and creative talent by enhancing their work and enabling the generation of cinematic videos that can be refined using Runway’s suite of controllable tools.
The announcement raised interest among those monitoring AI’s impact on creative industries. After The Wall Street Journal reported the news, writer-director Justine Bateman, known for her critical stance on AI during last year’s Hollywood strikes, expressed a cautionary perspective on social media. Bateman suggested that studios might prefer custom AI models over legal challenges to protect copyrighted materials.
This new agreement might test the AI protections negotiated by unions like the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) in their recent contracts with studios. According to these protections, studios are required to obtain consent from actors before creating digital replicas. Matthew Sag, a law and AI professor at Emory University, noted that since the AI tool will be used solely for preproduction and postproduction, it aligns with these agreements.
Sag also considered the partnership a notable development, emphasizing that the film industry has long used various technologies and automated processes. He observed that the difference lies in the current automation of tasks previously deemed creative and artistic.
The announcement followed California Governor Gavin Newsom’s signing of legislation to protect actors from unauthorized cloning of their work. Set to take effect next year, this legislation coincides with ongoing strikes by video game workers, including voice and motion-capture actors, who are also demanding AI-related protections.
Governor Newsom highlighted the need to navigate the transformative impact of AI and digital media on the entertainment industry, aiming to ensure the industry’s continued success while reinforcing protections for workers.
While the new tools may not directly affect actors or performers, questions arise over the potential impact on preproduction and postproduction roles. Lionsgate intends to initially apply Runway’s tool to tasks like storyboarding, with plans to eventually use it for creating visual effects. Sag suggested the outcome of such productivity tools on job creation or destruction remains uncertain.
Despite these concerns, Runway CEO Cristóbal Valenzuela stated that the company’s core belief is that AI can significantly expedite progress through creative challenges by addressing specific tasks rather than replacing entire jobs. Valenzuela emphasized that artists retain control over their tools.
Echoing this sentiment, Lionsgate vice chair Michael Burns described AI as a valuable asset for moviemaking, presenting it as a means to develop innovative, cost-effective content creation opportunities. Burns also noted the enthusiasm of several Lionsgate filmmakers about the new tools, though he did not specify who they were. He expressed confidence that AI would augment and enhance Lionsgate’s current operations, though the long-term effects remain to be seen.