Though the buzz in Hollywood over AI is old news, Lionsgate’s revolutionary move into AI is about to take the industry by storm. With AI being the cornerstone issue of both the writers’ and actors’ strikes in Hollywood in 2023, the industry is now witnessing how AI is being utilized in real time. Lionsgate will be partnering with Runway, a creative technology company that specializes in AI, to integrate AI into its production process unlike any other studio has done before.
While other studios have begun to use AI in their process at various stages, this new partnership intends to integrate AI technology from pre-production to post-production.
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How will Runway’s technology be utilized by Lionsgate?
Lionsgate will be integrating Runway’s generative AI models as well as other technological advancements into its creative process. Lionsgate believes that AI technology can help expedite traditional manual tasks, which would help give filmmakers the ability to focus on more inspired and innovative storytelling.
Below are a few key integration points at each stage of the filmmaking process utilizing Runway’s technology:
- Pre-production: Rewriting scripts, as well as visually seeing creative ideas in real-time
- Production: Creators will be able to experiment and play around with different visual styles, use text prompts to generate different visual effects or scenery
- Post-production: Faster color correction and editing, as well as enabling directors, editors, and other special effects teams to collaborate and create in real-time
Though studios have already utilized AI in the past to generate realistic backgrounds and perform editing tasks, this will be the first time a studio has deeply integrated AI in all parts of their process. In addition to streamlining and reducing production timelines, there will be more visually stunning and engaging stories spun from AI-driven content.
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Are fears around AI unfounded?
With this elaborate integration of AI, there is, of course, the fear that AI will take over or replace human talent. However, the recent collaboration between Lionsgate and Runway shows that it has actually been enhancing the process versus diminishing creativity. Instead of replacing their human counterparts, these technologies are being used as tools to help humans cut down on time for specific tasks, which allows them to focus on the joy of creating. It also enables more creative approaches at a lower cost.
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Industry reactions and future prospects
The industry has been abuzz with reactions to this groundbreaking partnership. Michael Burns, Vice Chair of Lionsgate, emphasized that AI will be a tool for augmenting and enhancing the creative process rather than replacing it. Runway’s CEO, Cristóbal Valenzuela, echoed this sentiment, highlighting that the best stories are yet to be told with the aid of these new technologies. As Lionsgate pioneers this comprehensive integration of AI, other studios are likely to follow suit, potentially transforming the landscape of film and television production.
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Kurt’s key takeaways
Whether or not the industry is ready for AI-driven studios, Lionsgate’s partnership with Runway is introducing a new frontier in Hollywood. The ability for individuals in every part of the filmmaking process to have more manual, time-consuming tasks assisted by or enhanced by AI is showing that instead of being a replacement for creativity, it is an enhancer of creativity. It remains to be seen how this integrated approach of AI technology in Hollywood will be a boon or a bust for all.
Have you played around with AI? Do you think AI will enhance or ruin movie magic? Let us know in the comments below.
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