A24 has been widely criticized after it was announced that the film studio has agreed a deal with Google to create an artificial intelligence research partnership.
The move sees the search giant investing a reported $75 million in the celebrated studio.
According to Variety, A24 will be granted access to Google’s DeepMind research and infrastructure. At the same time, DeepMind researchers will work with the studio to “build out new workflows” thought to include AI tools for filmmakers.
Among those speaking out against the deal is actor and director Justine Bateman, who wrote on X: “It’s quite disappointing that a company that just enjoyed the triumphant box office returns of staunchly anti-AI Kane Parsons’ ‘Backrooms’ would make such a deal.”
She continued: “All A24 directors should prepare to have your films altered against your wishes with this deal. Google is the company who bastardized ‘The Wizard of Oz’ for the Vegas Sphere run, inserting corporate CEO’s faces into the crowd, removing the director’s focus choices, etc.”
On Bluesky, one user wrote: “Shout out to A24 for building its reputation off of incredibly talented filmmakers, having a great marketing team to convince people that it was A24 that was making the films they were distributing and then absolutely selling those filmmakers out to get in on the worst thing possible for filmmakers.”
The studio’s Instagram account has also been flooded with anti-AI comments.
One user wrote: “Heyyyy guyssss. So, just a heads up, everyone REALLY hates all the AI stuff as it’s fully contradictory to artistry itself, as well as the endless destruction their data centers bring. Due to these little details you miiiight want to hold off on this Google de- oh you what…”
Another much-liked comment added: “I love A24. Use AI and I will never see another A24 movie again.”
A third wrote: “Now you wanna merge with Google’s Gen AI ?? After its been explicitly agreed upon w/ the Backrooms director & the movie go-ers that we DON’T WANT GEN AI IN MOVIES !?!”
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Earlier this year, it was announced that Amazon plans to use artificial intelligence to speed up the process for making movies and TV shows despite fears that AI will cut Hollywood jobs and permanently reshape the industry.
In June, television and film actors voted to ratify a four-year contract with major studios and streaming services, securing significant protections against the use of artificial intelligence to create synthetic performers.
