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A24 is the independent studio largely responsible for making modern arthouse films mainstream, with recent hits like Marty Supreme and Backrooms shaping cultural conversations.
And now the popular film production company is teaming up with Google’s AI-focused DeepMind team to develop AI tools for filmmakers, according to a new report. Exclusive report from The Wall Street Journal. As part of the deal, Google is investing $75 million in the 20-person A24 Labs team to create new tools for film production and distribution. These tools will be available to A24 creators, but will also return to Google’s AI ecosystem.
Google Previous partnership with Darren Aronofsky, a firm believer in Using generative artificial intelligence in filmmakingAnd the director of films such as Black Swan and The Whale. But this is the first time the company has invested money in a Hollywood studio.
The search giant currently owns the massive video hosting site, YouTube, and one of the most widely available AI video creation toolsView. DeepMind’s investment in A24 represents an expansion of its research, which has been very successful It has recently expanded to include video games also.
The deal between the studio and the tech giant does not allow Google to train AI models on A24’s catalog of TV shows and movies. Instead, A24 Labs is currently developing an application to produce AI-generated storyboards, the initial artistic draft that is created before a film’s visual elements are fully fleshed out.
When asked for comment, a representative for the DeepMind team pointed to CNET Official Google blog post About the partnership.
According to the post, Google’s “specific goals, technical deliverables, and creative milestones for this initiative will evolve over time,” suggesting that the scope of this partnership may change as A24 and DeepMind work to foster “deep R&D collaboration…spanning multiple projects over time.”
A representative for A24 did not immediately respond to a request for comment.
Artificial intelligence tools in cinema
The A24 Labs team responsible for creating the new AI tools is led by Scott Belsky, who left Adobe’s executive team for his new role in January 2025.
According to the Wall Street JournalBelsky believes that audience and director opposition to AI tools hinges on the public perception that generative AI is being used to make films cheaper and faster.
“We believe there are better uses that maintain creative control and support risk-taking,” Belsky told the Wall Street Journal. A24’s use of AI, he said, “won’t look like the kind of generational AI that people feel uncomfortable with.”
While it is true that actors and directors have to a large extent They rallied against the introduction of generative AI into the filmmaking processHollywood studios have a hotter and colder relationship with the booming industry. Some producers have He threatened to take legal action against AI giants over alleged copyright violations, While othersLike Disney, I tried to cut Inauspicious deals With companies like OpenAI.
Unconventional storytelling for A24
A24 was founded in 2012 by three film production experts The mission of releasing films that other companies will not touch. Some of the company’s early productions, including the Academy Award-winning pictures Moonlight and Lady Bird, became cult classics, acclaimed for their depiction of coming-of-age stories and for featuring characters from marginalized communities who are typically underrepresented in Hollywood films.
Although the production company has long been famous among movie fans, it became a household name in 2022 with the release of the film Everything everywhere at onceIt is her first film to exceed $100 million at the box office.
Newer A24 films have consistently achieved critical and financial awards. It became the back rooms The biggest debut of an original horror film in historyIt grossed more than $270 million at the box office during its theatrical run. A24 coming Elden Ring moviedirected by Alex Garland and based on the film The famous FromSoftware video gameis scheduled to be the company’s largest production to date, with a budget of $175 million.
The DeepMind deal represents the culture clash at the heart of A24’s business model: While the production company elevates independent talent, first-time directors and scripts that other studios may not want to risk, it still Business worth up to $3.5 billion This is thanks to investors.
It’s unclear how the Google AI deal could impact A24’s overall reputation, but it’s unlikely to happen Theater goers audience Who repeatedly shows up to support independent projects will be happy with the news.
