Entertainment giant Lionsgate has announced a partnership with AI company Runway to train a new artificial intelligence model using its extensive film and TV archive. The collaboration is set to enable Lionsgate to leverage AI technology for future productions, potentially revolutionizing content creation.
Michael Burns, Vice Chair of Lionsgate, expressed optimism about the venture, stating that Runway will assist in developing “cutting edge, capital efficient content creation opportunities.” However, details on how this AI technology will specifically be applied in production remain scarce.
The announcement has reignited concerns within the industry, particularly in light of the 2023 Hollywood actors’ strike, which was fueled by apprehensions about the impact of AI on jobs in film and entertainment. Writer and producer Helen Delzany voiced her concerns, stating, “We’re already seeing a lot of job loss in the creative industries, and that is only going to get worse. The greater tragedy in all of this is how stale film and entertainment may become.”
Actor Alexander Chard echoed these sentiments on social media platform X, stating, “Our words, performances, and direction are merely to feed the machine until we’re no longer needed.” This sentiment was shared by many users, who described the partnership as “vile” and “disgusting.”
Despite the backlash, some industry professionals have a more optimistic view. Producer PJ Acetturo, who also leads an AI entertainment company, characterized the partnership as “amazing for the industry” and a way to bridge the gap between AI and film production.
Runway has sought to mitigate concerns regarding job displacement, with co-founder and CEO Cristóbal Valenzuela emphasizing that AI aims to assist in solving specific creative challenges rather than replacing entire jobs. “Artists are always in control of their tools,” he stated, highlighting the collaborative potential of AI in the creative process.
However, the controversy surrounding Runway is compounded by ongoing legal issues; the company is currently facing a lawsuit for alleged copyright infringement. A US district judge recently ruled that Runway, along with other AI firms, had illegally stored images in systems used for AI-generated content.
The partnership comes at a time when the industry is grappling with the implications of AI technology. In June, a London cinema was forced to withdraw an AI-written film due to widespread backlash from audiences. As Lionsgate and Runway move forward, the conversation around the ethical and practical implications of AI in entertainment is likely to intensify, prompting both excitement and concern among industry stakeholders.
