What exactly will A24 and DeepMind build together?

A24 says it is working with DeepMind researchers to develop filmmaking tools and workflows, with a focus on pain points behind the scenes. The studio has stressed the partnership is not about licensing its characters to DeepMind users or creating on-screen AI generation technology.

Why are A24 fans angry about this deal?

A24 has built its reputation as a hip, forward-thinking studio that supports serious artists and stands apart from mainstream franchise IP culture. Fans see the AI partnership as ironic and contradictory, especially given that A24's recent hit Backrooms was regarded by some as a critique of generative AI. On social media, fans have posted criticism ranging from declaring the company dead to threatening piracy.

Is this A24's first venture into AI partnerships?

The article does not state whether this is A24's first AI partnership. However, it notes that A24 cofounder Daniel Katz previously led film financing at Guggenheim Partners, and that A24 received a significant cash injection from Thrive Capital in 2024, which has also invested heavily in OpenAI.

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A24, the indie film studio celebrated for cutting-edge taste, is partnering with Google DeepMind on AI filmmaking tools for $75 million（約120億円）, sparking backlash from fans who see it as betrayal of the studio's artistic ethos.

WIRED AI1d ago6 min read

Key takeaway

A24, a boutique film studio known for supporting serious filmmakers and indie projects, has announced a $75 million（約120億円） partnership with Google DeepMind to develop AI filmmaking tools. The move has drawn sharp criticism from A24's devoted fanbase, who view it as a contradiction of the studio's identity as an anti-establishment tastemaker in a film industry otherwise dominated by AI-generated content and franchise IP. A24 frames the deal as research-focused and aimed at improving production workflows, not generating consumer-facing AI movies.

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3 Key Points

What happened
A24 announced a $75 million（約120億円） research partnership with DeepMind, Google's in-house AI lab, to develop filmmaking "tools" as part of A24 Labs. The studio says it is working with DeepMind researchers to build tools and workflows, and that A24 wants to have an active hand in shaping new tools rather than having them handed down.
Why it matters
A24 has built its brand on selling cutting-edge taste and hip sensibility to young audiences—the opposite of what generative AI is known for. The partnership looks to some observers like reputation laundering, where Google gains credibility by associating with a trusted creative brand. A24's fanbase has reacted with anger, with critics posting on social media that the company is "ending itself" and threatening to pirate films.
What to watch
A24 insists the partnership is about behind-the-scenes workflow improvements, not character licensing or on-screen AI generation. The studio says it does not love current AI outputs in Hollywood and may not ultimately create consumer-facing AI filmmaking technology. The deal comes after Disney's $1 billion（約1600億円） stake in OpenAI and subsequent licensing deal with Sora fell apart.

FAQ

What exactly will A24 and DeepMind build together?: A24 says it is working with DeepMind researchers to develop filmmaking tools and workflows, with a focus on pain points behind the scenes. The studio has stressed the partnership is not about licensing its characters to DeepMind users or creating on-screen AI generation technology.
Why are A24 fans angry about this deal?: A24 has built its reputation as a hip, forward-thinking studio that supports serious artists and stands apart from mainstream franchise IP culture. Fans see the AI partnership as ironic and contradictory, especially given that A24's recent hit Backrooms was regarded by some as a critique of generative AI. On social media, fans have posted criticism ranging from declaring the company dead to threatening piracy.
Is this A24's first venture into AI partnerships?: The article does not state whether this is A24's first AI partnership. However, it notes that A24 cofounder Daniel Katz previously led film financing at Guggenheim Partners, and that A24 received a significant cash injection from Thrive Capital in 2024, which has also invested heavily in OpenAI.

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