A24 Knows You’re Mad About the Google AI Collab
A24 has entered a $75 million research partnership with Google DeepMind to develop new filmmaking tools through its A24 Labs division. According to The Wall Street Journal, the collaboration aims to shape AI workflows for artists, despite significant fan backlash following the success of A24’s AI-critiquing hit Backrooms.
Why is A24 partnering with Google DeepMind?
A24 is collaborating with Google’s in-house AI lab to ensure filmmakers have a direct hand in creating the technology they use. The $75 million initiative operates under A24 Labs, a technology startup overseen by cofounder Scott Belsky.
Sophia Shin, a communications representative for A24, told WIRED that the company intends to “dictate what tools get built for artists” so creators can shape the software rather than simply receiving finished products. Shin stated the company would “rather have a seat at the table than on the sidelines.”
How does this deal differ from other Hollywood AI ventures?
The A24 partnership is a research-focused collaboration, contrasting with the high-stakes equity deals seen elsewhere in the industry. Late last year, Disney took a $1 billion stake in OpenAI to license characters like Mickey Mouse and C-3PO for the video generation model, Sora. That deal collapsed shortly after when Sora was shut down.
While Disney sought to integrate existing AI models into its IP library, A24 is positioning itself as a developer. This approach attempts to mitigate the “existential” threat AI poses to cinema—specifically the automation of entry-level jobs and the disruption of writers’ rooms.
Why are A24 fans reacting negatively to the partnership?
The announcement sparked outrage among A24’s core audience, who view the studio as a champion of authentic, indie cinema. Many fans pointed to the irony of the deal given that Backrooms—a film centered on themes of repetition and degradation—was widely interpreted as a critique of generative AI.
Following the release of the trailer for Jesse Eisenberg’s musical drama The Debut, users on X posted images of tombstones and threatened to pirate the film to reduce profits. One user remarked that it was “ironic that The Debut is the film that comes out in the mids [sic] of a24 ending itself with ai.”
What are the broader risks of AI in the film industry?
The tension between Silicon Valley and Hollywood has led to several legal and creative conflicts. Some studios have filed lawsuits against AI companies for copyright infringement, arguing that generative models are trained on protected intellectual property without compensation.
There are also reports of a “chilling effect” on content that critiques the AI industry. For example, studios have reportedly distanced themselves from Artificial, a biopic of OpenAI founder Sam Altman directed by Luca Guadagnino.
A24’s Market Position vs. Industry Trends
| Feature | A24 Strategy | Major Studio Strategy |
|---|---|---|
| AI Approach | Research & Tool Building | Licensing & Integration |
| Brand Identity | “Hip” and Cutting-Edge | Nostalgia and Franchise IP |
| Key Goal | Artist-led workflows | Efficiency and Scale |
Frequently Asked Questions
What is A24 Labs?
A24 Labs is a technology startup within A24, overseen by cofounder Scott Belsky, focused on developing tools for the filmmaking process.
How much is the Google DeepMind partnership worth?
The research partnership is valued at $75 million.
Which films established A24’s reputation?
According to film critic Esther Rosenfield, A24 built its brand through indie hits like The Witch, Moonlight, Midsommar, and Everything Everywhere All at Once.
Is A24 using AI to write scripts?
A24 has not stated that it is using AI for scriptwriting; Sophia Shin emphasized that the partnership is about building “tools and workflows” for artists.
What do you think about A24’s move into AI? Is it a betrayal of their indie roots or a necessary step for survival? Let us know in the comments below or subscribe to our newsletter for more updates on the intersection of cinema and technology.