Lionsgate Deal Would Train AI on the Studio’s Movies

Lionsgate and AI firm Runway are partnering to develop a generative AI model for film and TV against the backdrop of rising concerns.

Lionsgate, known for Twilight and The Hunger Games, is teaming up with Google- and Nvidia-backed AI research firm Runway. Under this deal, Runway will train a new generative AI model using Lionsgate’s content, letting the studio integrate this technology into its upcoming movie and TV projects.

Today we are excited to announce that we have entered into a first-of-its-kind partnership with @Lionsgate to bring our next generation of storytelling tools into the hands of the world’s greatest storytellers.

Learn more: https://t.co/0Yg9F1b7Sq

— Runway (@runwayml) September 18, 2024

Although specific details are scarce, the companies revealed that the new AI model will be tailored to Lionsgate’s content, assisting filmmakers by generating cinematic videos that can be refined with Runway’s tools.

Lionsgate Vice Chair Michael Burns said the AI model is expected to help reduce production costs—a priority for all studios, but especially for Lionsgate. The studio has long focused on producing films and series with lower budgets, in contrast to the high-budget blockbusters of its competitors. Burns described the partnership as a way to create “capital-efficient content creation opportunities” for the studio.

Runway positions itself as a tool to help the creative community realize their vision, offering powerful resources to enhance workflows.

A Debate About AI-Generated Likenesses

The Lionsgate-Runway partnership arrives at a time of heightened debate over the use of AI in Hollywood, where actors, musicians, and studios are raising concerns about potential misuse and legal uncertainties. This issue was a central factor in last year’s SAG-AFTRA strike.

The agreement has already sparked controversy among some in the film industry:

Lionsgate has partnered with Runway. I wonder how the directors and actors of their films feel about having their work fed into the AI to make a proprietary model. As an artist on The Hunger Games? I'm pissed. This is the first step in trying to replace artists and filmmakers. https://t.co/IWw8mKgt0E pic.twitter.com/EeVC4TeRHV

— Reid Southen (@Rahll) September 18, 2024

Recently, California Gov. Gavin Newsom signed a law regulating AI performance replicas. In August 2024, a bipartisan group of US senators introduced the NO FAKES Act, which criminalizes the production, hosting, or sharing of unauthorized digital replicas, including AI-generated likenesses. The bill allows individuals to seek damages for non-consensual recreations of their faces, bodies, or voices.

Also in August, SAG-AFTRA and the online talent marketplace Narrativ reached a groundbreaking deal allowing actors to license their voices for AI-powered ads. This agreement ensures that actors can set prices for digital voice replication, meeting SAG-AFTRA’s minimum pay for audio commercials. It also requires brands to obtain consent for each use.