(Image: Unsplash/@karenzhaocn)
The film studio A24responsible for films such as Backrooms and Everything in Every Place at the Same Time, as well as other productions awarded by the academy, signed a million-dollar agreement with the Google to develop new artificial intelligence technologies aimed at cinema.
The investment of US$75 millionaround R$388 million, will allow A24 access to research and infrastructure at the DeepMindBig Tech’s AI platform, seeking to develop new tools for the market.
Google and A24 Partnership
The agreement is non-exclusive and does not allow Google access to the studio’s archive of content and data.
Scott Belsky, partner and leader of the studio’s technology department, stated that this partnership with Google differs from other agreements taking place in the market.
In an interview with The Wall Street Journal, Belsky said that AI developers sell it as a way to make film production cheaper.
Meanwhile, A24 intends to use it to innovate the production process and generate storyboards – sequences of images used to plan scenes before they are recorded – all monitored by qualified film producers.
“We believe that advances happen when technology reaches the hands of the best minds in that area,” says Eli Collins, vice president of products at DeepMind, in an interview with The Wall Street Journal.
The studio’s last fundraising round was held in 2024, with an investment of around US$75 million from Thrive, which valued the company at US$3.5 billion, approximately R$18 billion at the current price.
Use of AI in Hollywood
The relationship between the film industry and artificial intelligence companies is still controversial. It includes a history of studios suing AI companies for copyright infringement and misuse of images.
At the 2025 Oscars, award-winning films such as Emilia Peréz and Brutalista, a feature film by A24, which used AI tools in certain parts of the production, had the validity of their nominations questioned.
For the 2026 Oscars, the academy instituted new rules regarding the use of AI. Only performances and scripts written by humans can be awarded.
The use of AI in other aspects of films has not been banned. “The academy and each segment will judge each case, taking into account the level of human performance in creative authorship when choosing which film to award,” declared the academy.
The trend of partnerships between AI companies and entertainment companies is nothing new. Netflix recently acquired an AI startup, founded by Ben Affleck, that allows it to adjust scenes without reshoots.
Last year Disney had a brief partnership with OpenAIwhich resulted in the abrupt end of the company’s video tool, Sora.
*Under the supervision of Ricardo Gozzi
Source: www.moneytimes.com.br
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