- Disney would use a generative AI from the same startup as Netflix
- The Lionsgate and AMC networks have also signed agreements with the AI track
- An increasing number of studios experience technology
Disney would be the latest Hollywood studio to quietly use the same generative artificial intelligence tool (AI) as Netflix – and it is easy to see why others have been attracted to controversial technology because they cite times and cost economics on production.
According to Bloomberg, the Walt Disney Company has tested the Runway AI tools and even went so far as to speak to the startup of the use of its generative AI tools in movies and television programs. Although a Disney spokesman has confirmed that it was not planned to integrate the software, it is only another sign of the way the studios are more and more comfortable with the use of AI.
It is not a secret that Netflix uses AI, for example. CO-PDG Ted Sarandos Openly admitted as much – when calling the company’s results last week – when it revealed that AI was used to generate a VFX (visual effects) sequence in an original production for the first time in the dystopian drama Eternaut. At the time, it was not revealed which software AI was used, but a source would have confirmed to Bloomberg that it was indeed the technology of the AI track.
To be clear, Eternaut It was not the first time that Netflix used AI. He tried without success to repair the sitcom of the 80s A different world with ai Increase controversy and has been taken care of Emilia Pérez was criticized for using voice improvement technology. However, it marks the first time that Netflix used an AI genetive in one of its own original projects.
The reason why this is notable is that generating AI has the potential to completely upset the industry. There is a reason why the strikes of Hollywood actors and writers in 2023 were so strongly focused on setting up guarantees to protect the means of subsistence and creative integrity of VFX artists and animators.
It’s one thing to play with Runway AI to transform your home videos into Hollywood superproductions, but for a billion dollars industry to start cutting the corners is a slippery slope that rightly concerns.
What other Hollywood studios use track AI?
It is not only Netflix and Disney who would work with the AI track. Two years ago, Variety revealed that the artist VFX Evan Halleck used the startup tools in All everywhere at the same time To remove the background from certain scenes.
The same justifications were used so because they are now, with Halleck saying that it was cheaper and faster to use AI tools than longer processes such as rotoscoping. Sarandos recently echoed these feelings when he said “that the VFX sequence [in The Eternaut] was completed 10 times faster than it could have been completed with visual and traditional VFX tools and workflows “.
At the time, it was also reported that the track even worked The late show with Stephen Colbert. “They use it almost daily to translate working hours. The team is able to iterate their ideas faster, and that helps them increase their creative workflow,” said Cristóbal Valenzuela, CEO of Runway, in Valenzuela.
In the years that followed, Hollywood began to warm up at AI even faster than some may have initially predicted. Indeed, it was reported that the AI track signed an agreement with Lionsgate in September 2024. The vice-president of studio Michael Burns says that the link will help him produce “movies and television programs that we did otherwise”.
Since then, more production companies have jumped on the train. Amazon’s creator and co-showrunner David’s house, Jon Erwin, told Variety that various AI tools were used to create a scene in the show, including the AI video generator of Runway.
Last month, Runway IA also joined forces with AMC Networks to use its tools to help visualize a television program that has not yet been produced as well as to generate marketing images, The Hollywood Reporter (THR) reported. “It is a kind of natural transition for each entertainment and media company; they need to think about what AI means for them,” said Valenzuela THR Asked about the AMC partnership.
It seems inevitable that more studios continue to work with Runway AI as others become comfortable to make it known publicly, and it seems that the startup does not stop in Hollywood. A new video game AI generator on video is on the way that will undoubtedly have a huge impact on the game industry once it is developed, according to The Verge. Could we see the track I have the same breakthroughs in the game industry? I was looking in Hollywood as the plan.
