Google invests $75 million in the independent film studio A24 to jointly develop AI tools designed to help filmmakers at various stages of film production. Under the terms of the multi-year agreement, the tech giant will not have access to the A24 content library, which eliminates the risk of generating sequels or remakes based on studio films. The first product of the partnership will be an AI-based scoring system, which companies position as a support tool rather than a replacement for professional artists.

A24 representatives stressed that the solutions being developed "will not be like generative AI causing discomfort in people." The initiative is taking place against the backdrop of A24’s youthful audience’s skepticism towards artificial intelligence: director Cain Parsons, who made the studio’s highest-grossing film, called the technology a "sign of cultural and economic decomposition." Hollywood has around 2,000 professional cartoonists whose future is in doubt.

Ben Affleck’s AI startup, recently acquired by Netflix, is using a similar strategy: the company is creating post-production tools, including color correction and reconfiguration of lighting. This approach can reduce the risk of conflicts with trade unions, even though the industry employs some 400 colorists and 2,800 lighting specialists. Vice President of DeepMind Eli Collins stated that the company believes in breakthroughs when technology is in the hands of the best minds in the industry.