Lionsgate CEO Jon Feltheimer supplied particulars on a latest cope with video-focused synthetic intelligence analysis agency Runway to coach a brand new generative AI mannequin on Lionsgate content material library.
“The leisure enterprise is a inventive enterprise, however its future progress would require a mix of artwork and science,” Feltheimer advised monetary analysts in ready remarks on Thursday within the wake of a latest settlement with Runway aiming to permit the leisure firm to make use of the AI tech because it produces future movie and TV initiatives.
“We imagine that AI, harnessed inside the acceptable guardrails, could be a helpful instrument to serve our expertise. And we imagine that over the long run, it is going to have a optimistic transformational influence on our enterprise,” the Lionsgate chief added.
Feltheimer confused Runway will create and practice a mannequin for using Lionsgate and the filmmakers that “we designate,” indicating self-discipline round challenge improvement and manufacturing.
His studio’s deal is the primary partnership between Runway and a significant Hollywood media large, although throughout the business execs are wanting on the potential for the expertise carefully, given the pace with which generative AI tech can create photos and video primarily based on textual content or picture prompts.
When first unveiling the Runway deal in Sept. 2024, Lionsgate execs confused the AI tech will finally cut back prices, one thing that each studio is fascinated about, however particularly Lionsgate because it has lengthy touted itself as a cost-conscious studio much more than its greater Hollywood rivals.
In fact, AI instruments have additionally become a flashpoint for Hollywood, with unions anxious concerning the influence on jobs, actors and musicians anxious about misuse of their likenesses, and studios anxious concerning the authorized ramifications.
Lately, California Gov. Gavin Newsom signed a law that regulates AI efficiency replicas, and a documentary producers group released guidelines on how generative AI can and needs to be used within the style.
Studios are extra openly experimenting with AI instruments, at the same time as there stays authorized uncertainty, and considerations from labor.
Runway, for its half, frames itself as serving to the inventive neighborhood execute on their imaginative and prescient.
This articles is written by : Nermeen Nabil Khear Abdelmalak
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