Hollywood’s use of generative AI is about to reach a new level. Lionsgatethe studio behind titles like John Wick, The Hunger Games And Madmenannounced an alliance with a startup runwayThis will allow the creation and training of a new AI model using the company’s films and TV series.
Details are sketchy, though both companies say the deal is the first of its kind in the industry. They mentioned that a model trained by Lionsgate Productions would be able to “create cinematic videos” which can be edited and returned using Runway tools.
It is worth noting that Runway is a company that has earned a place in the generative AI segment thanks to its expertise in generating videos with hints text. Although the company initially focused on creating clips for corporate purposes, its technology gained notoriety after OpenAI announced litter.
Aside from the lack of details about the agreement between Lionsgate and Runway, we saw a rather curious detail in the way the announcement was worded by both firms. The studio’s press release stated that the new AI model was “developed exclusively to help Lionsgate Studios, its directors, filmmakers and other creative talent improve their work.”
Meanwhile, the startup’s statement mentions that the technology was “developed fundamentally to help Lionsgate Studios, its directors, filmmakers and other creative talent improve their work.”
Lionsgate to Train New Generative AI with Own TV Shows and Movies
The above opens the door to new generative artificial intelligence. may be licensed to third parties in the futurewithout Lionsgate content. The strategy, which Runway has made clear, is part of its plans:
“As we continue our work with Lionsgate and other studios, we are also looking at ways to license or offer these models as templates that could be available to individual creators interested in creating and training their own proprietary models.”
runway
Lionsgate and Runway Collaborate leaves a few questions up in the air. The companies have not commented on whether artists and production teams associated with the games used to train the AI will receive financial compensation. There are also no details on possible guarantees to protect the image of major and minor players. Not to mention possible discussions around plagiarism.
Runway would beat OpenAI to the punch in using generative AI in film and TV production. This year, Sam Altman’s team initiated contacts to promote the use of Sora in major film projects. Although it is not yet known how this proposal was received.
It remains to be seen how the partnership between Lionsgate and Runway plays out. If successful, it could pave the way for several similar alliances in the industry. Especially if it serves reduce production costs. We will also have to wait for the reaction of the Hollywood actors and writers’ unions, given that the drive to bring generative AI to the sector has become one of the triggers for the 2023 strikes.
Source: Hiper Textual
