Fans are criticizing the independent entertainment and production company A24 after it announced a $75 million research partnership with DeepMind, Google's AI lab.
The company behind hit films such as MartySupreme, Everything Everywhere All at Once, Moonlight, Uncut Gems, and Midsommar is known for its unique storytelling and marketing.
“This is a research partnership,” Sophia Shin, A24 communications rep, told WIRED in an email. “We're working side-by-side with DeepMind's researchers to learn, iterate, and build, having an active hand in shaping new tools and workflows.”
A24 announced the collaboration on Monday. Through the deal, the production company will gain access to DeepMind’s research and tools.
“Our relationship with our audience is something we don't take for granted,” Shin added. “This partnership exists because we want to dictate what tools get built for artists, and so they have a voice in shaping them rather than having tools handed to them. We'd rather have a seat at the table than on the sidelines.”
The company is known for its groupie-like fans. Enthusiasts proudly sport merch with A24 or their films displayed.
The deal has not gone over well with their audience. In a recent Instagram post promoting the studio’s upcoming film, The Invite, users flooded the comment section with disappointment.
“Congratulations A24. You lost the support of a generation and movement that will only continue to grow.” one user wrote. Another commented, “Pull the deal with Google and all will be forgiven. Listen to your audience, we don’t want AI.”
“Truth is we don't necessarily love any of the current AI outputs onscreen in Hollywood,” Shin shared. “I don't even know if ultimately we'd create tech on that front. This partnership is about learning and helping pain points in workflows behind the scenes more than anything else.”
Google will not be able to access A24’s content library or data, and filmmakers are not required to use AI tools.
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