Key Points:
- Lionsgate and AI firm Runway are developing a generative AI model using the studio’s content.
- The goal is to lower production costs and enhance efficiency for film and TV projects.
- The deal raises questions amid growing concerns and new regulations on AI-generated likenesses.
Lionsgate, the studio behind Twilight and The Hunger Games, has teamed up with AI research firm Runway to create a generative AI model tailored to film and TV production. Backed by Google and Nvidia, Runway will use Lionsgate’s content to train the model, which will help the studio integrate AI into future projects.
While the specifics are still under wraps, the companies shared that the AI will assist filmmakers by generating cinematic video, which can be further refined with Runway’s tools. According to Lionsgate Vice Chair Michael Burns, the focus is on reducing production costs, especially for a studio known for its lower-budget films compared to its competitors. Burns emphasized that this partnership opens doors for “capital-efficient content creation.”
Runway positions itself as a tool for the creative community, offering advanced resources to streamline and enhance creative workflows.
AI-Generated Likenesses: A Growing Debate
This deal comes at a time when the use of AI in Hollywood is under intense scrutiny. Actors, musicians, and studios are raising concerns over the legal and ethical implications of AI-generated likenesses, a key issue in last year’s SAG-AFTRA strike.
California Governor Gavin Newsom recently signed a law regulating AI replicas of performers, and a bipartisan group of U.S. senators introduced the NO FAKES Act in August 2024. This legislation would criminalize unauthorized AI-generated replicas, allowing individuals to seek damages for non-consensual digital recreations of their likenesses.
Additionally, in August, SAG-AFTRA and the online talent platform Narrativ made a breakthrough agreement allowing actors to license their voices for AI-powered ads, ensuring fair pay and consent for each use.
Lionsgate’s partnership with Runway is part of a broader conversation on AI’s role in entertainment, reflecting both its potential and the growing need for careful regulation.
