Social media has seen a wave of criticism and disapproval following Google and A24 announcing a new $75 million partnership involving research now conducted by AI, with the search engine investing in the film distribution company to help grow AI software as carried out through the DeepMind lab.
There are reports the deal was made so A24 could utilise Google’s DeepMind to improve the tools and the work process behind production and distribution, yet there has been assurance that Google will have no access to the distribution company’s data.
“By collaborating with filmmakers and industry leaders like A24 from the beginning, we can build new AI features to support artists in authentic, meaningful storytelling that helps enable their creative vision,” shared DeepMind CEO Demis Hassabis in an official statement.
Film fans online have not taken well to the news, unloading a sea of criticism on the rise of AI in the arts and small film companies luring support from cult fans before “selling out” to larger, more dominant business models. “The scary part is we’re just starting to glimpse into what this…is going to do to the arts,” one Instagram user wrote under a post announcing the news. “And just like that….A24 was gone,” another wrote, with another user trying to use humour to soothe the shared sting, writing “This is why I only watch horror movies made from my weird neighbour with his video camera from 1997.”
Over on X, one user wrote about how A24 has just seen success and profit with the Surrealist horror film, Backrooms, made by a director pushing for hands-on creation and “to see A24 see that and decide ‘yeah we need to ush for ai’, is just insane. We really are in the worst timeline.”
Another insightful post shared Backrooms director Kane Parsons’ full quote: “‘If I could snap my fingers and make generative AI disappear forever, I probably would. Creatively, I get no enjoyment from using those tools. It defeats the purpose entirely for me,’” before finishing the post off by mentioning how Parsons has “...just made A24 $277.5 million last month.”
Speaking for A24 and in defence of the deal, as well as responding to the online backlash, partner Scott Belsky stated: “We think there are better uses that preserve creative control and support risk-taking.”
Belsky attempted to cool things down by assuring, “It won’t look anything like the prompted generation type of AI that people feel uncomfortable with.”
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