Lionsgate’s New Deal Is a Test of Hollywood’s Relationship With AI: Major film studio Lionsgate has announced a groundbreaking partnership with artificial intelligence company Runway. This collaboration will allow Runway to create a specialized AI tool using Lionsgate’s vast library of movies and TV shows, potentially changing how films are made in the future.
Lionsgate, known for popular franchises like The Hunger Games and John Wick, sees this as an opportunity to use cutting-edge technology in their productions. Michael Burns, Lionsgate’s Vice Chair, explained that the AI tools will help them create content more efficiently.
What exactly is AI, and how might it be used in filmmaking?
Artificial intelligence, or AI, refers to computer systems that can perform tasks that typically require human intelligence. These systems can analyze large amounts of data, recognize patterns, and even generate new content based on what they’ve “learned.”
In the context of filmmaking, AI could potentially assist with various aspects of production. For example, it might help:
- Generate ideas for storyboards (visual outlines of scenes)
- Create rough drafts of special effects
- Suggest camera angles or lighting setups
- Assist with editing by analyzing footage
However, the exact ways Lionsgate plans to use this technology haven’t been fully revealed.
Mixed reactions from the industry
The announcement has sparked intense debate within Hollywood and beyond. Many industry professionals have expressed concern about how AI might impact jobs and creativity in filmmaking.
Helen Delzany, a writer and producer, shared her worries with the BBC: “We’re already seeing a lot of job loss in the creative industries, that is only going to get worse. But the greater tragedy in all of this is how stale film and entertainment may become.”
Actor Alexander Chard voiced his concerns on social media, suggesting that human contributions to filmmaking might eventually become unnecessary: “Our words, performances, and direction are merely to feed the machine until we’re no longer needed.”
Others in the industry see potential benefits. PJ Acetturo, a producer who also runs an AI entertainment company, described the partnership as “amazing for the industry” and a way to “bridge the two worlds” of AI and traditional film production.
Runway, the AI company involved, has tried to address these concerns. Their CEO, Cristóbal Valenzuela, stated that AI is meant to help with specific tasks, not replace entire jobs. He emphasized, “Artists are always in control of their tools.”
Recent labor disputes and AI concerns
This partnership comes on the heels of a major strike by Hollywood actors in 2023, where the use of AI in film production was a key issue. Actors were worried about their likenesses being used without permission or proper compensation.
As a result of those negotiations, new rules were put in place. Studios now must get an actor’s consent before creating a digital copy of them for use in productions. The Lionsgate-Runway partnership claims to focus on pre-production and post-production work, areas not directly covered by these new regulations.
California takes action
Recognizing the growing influence of AI in entertainment, California Governor Gavin Newsom recently signed new laws to protect actors. Starting next year, these laws will give performers more control over how their digital likenesses can be used.
Governor Newsom acknowledged the challenges ahead, saying, “We continue to wade through uncharted territory when it comes to how AI and digital media is transforming the entertainment industry.”
Potential impacts on the filmmaking process
While Lionsgate and Runway insist their collaboration won’t replace human jobs, it’s natural to wonder how these new tools might change the filmmaking landscape. Some possible effects could include:
- Faster pre-production: AI could speed up the process of visualizing scenes before filming begins.
- Cost savings: Certain visual effects might be created more quickly and cheaply using AI.
- New creative possibilities: AI tools could suggest unconventional ideas that humans might not think of.
- Changes in workflow: Some jobs might shift focus, with people working alongside AI tools rather than doing everything manually.
- Potential job displacement: While not the stated goal, there are concerns that some roles might become less necessary if AI can perform certain tasks.
Legal challenges and copyright concerns
The use of AI in creative industries has raised complex legal questions. Runway, the AI company partnering with Lionsgate, is currently facing a lawsuit from a group of artists. These artists claim that Runway and other AI companies have been storing their work in image generation systems without permission.
A U.S. district judge recently ruled that this lawsuit can move forward, highlighting the ongoing debate about how AI should be trained and what constitutes fair use of existing creative works.
The bigger picture: AI in entertainment
The Lionsgate-Runway partnership is just one example of how AI is beginning to influence the entertainment industry. Other major studios are also exploring ways to incorporate this technology:
- Disney has reportedly set up a team to study potential AI applications across its various entertainment divisions.
- Paramount is said to be in talks with AI companies about possible collaborations.
As AI capabilities continue to advance, it’s likely we’ll see more partnerships and experiments in this area. The challenge for the industry will be finding ways to harness the potential of AI while addressing concerns about job security, creativity, and fair compensation for human artists.
Looking ahead
The full impact of AI on filmmaking remains to be seen. As with many technological advancements, there will likely be both benefits and drawbacks. The key questions moving forward include:
- How will AI tools change the creative process in filmmaking?
- Can a balance be struck between efficiency and preserving the human touch in movie-making?
- How will laws and industry agreements adapt to protect workers and artists?
- Will audiences notice or care about the use of AI in the films they watch?
As this technology continues to develop, these questions will be at the forefront of discussions in Hollywood and beyond. The Lionsgate-Runway partnership marks an important step in this ongoing conversation about the future of filmmaking in the age of artificial intelligence.