Lionsgate and AI Firm Runway Forge Groundbreaking Partnership: A New Era for Film Production and Copyright Concerns

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Lionsgate's Recent Agreement Marks a Milestone in Hollywood's Engagement with AI

The impact of major changes is often palpable, and this was certainly the case on Wednesday. Lionsgate, the powerhouse behind iconic series like John Wick, Hunger Games, and Twilight, revealed its collaboration with AI company Runway. This pioneering alliance grants Runway entry to Lionsgate's extensive library for the development of a tailored AI solution aimed at enhancing both the preproduction and postproduction stages of its movies and television series.

The upcoming instrument from Runway is set to "assist Lionsgate Studios along with its directors, filmmakers, and various creative professionals in enhancing their projects" and "create movie-quality video content that can be refined through Runway’s collection of adjustable tools," as stated in a press release that made the partnership public.

The revelation certainly caught the attention of individuals keen on observing the impact of artificial intelligence on the realm of creative professions. Shortly after The Wall Street Journal announced the news, Justine Bateman, a writer and director known for her outspoken criticism of AI amidst the Hollywood strikes the previous year, shared her thoughts on X in a manner that seemed almost cautionary. She expressed, “More than a year back, I had this suspicion that the reason studios weren't challenging AI firms legally over their algorithms consuming their copyrighted movies was because they were interested in acquiring tailored versions for themselves. And now, it seems I was right.”

The recent agreement might act as a practical examination of the safeguards for artificial intelligence that organizations such as the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) secured during their last contract discussions with film studios. According to these safeguards, studios are required to obtain approval from actors prior to creating their digital doubles. Given that Lionsgate and Runway have stated the technology will solely be utilized for work before and after the main production, this falls under the stipulated terms of that contract, according to Matthew Sag, a law and AI professor at Emory University.

"Sag points out that while this appears to be a major advancement, the film sector has long embraced various technological and automated solutions. He suggests considering this progress as a logical next step. What sets this apart, according to him, is the automation of tasks previously perceived as solely creative and artistic."

In a recent development, California's Governor, Gavin Newsom, enacted a law designed to safeguard actors against unauthorized replication of their performances. This legislation, which is scheduled to be implemented next year, was introduced amidst a strike by video game employees, including voice and motion-capture artists, who are demanding better protection against artificial intelligence.

"The governor of California remarked in a press release, "As we navigate the unprecedented changes that AI and digital media are bringing to the entertainment sector, this law guarantees the sector's prosperity while enhancing safeguards for employees regarding the usage of their images."

While the new advancements in generative AI tools may not directly affect the jobs of actors and live performers, there's growing curiosity about their potential implications for individuals involved in preproduction and postproduction roles. According to a report by the Wall Street Journal, Lionsgate is looking to deploy Runway's specialized tool initially for storyboard creation. The aim is to further expand its use into generating visual effects for major film productions. Sag points out that predicting whether these productivity tools will lead to job creation or reduction is challenging, yet it's conceivable that they might influence employment opportunities.

Runway's CEO, Cristóbal Valenzuela, insists that this will not be the case. He explains, "At the heart of our philosophy is the conviction that AI, similar to other potent tools, has the capacity to greatly enhance your journey through creative endeavors. It does so by aiding in the completion of particular tasks, rather than taking over whole professions. Ultimately, it's the artists who maintain authority over their instruments."

Similar to Valenzuela, Michael Burns, who serves as the vice chairman at Lionsgate, views artificial intelligence as a significant advantage for film production. He believes it will enable the studio to explore innovative and cost-effective ways of creating content. In his remarks, he highlighted that numerous directors and producers at Lionsgate are eager to utilize these novel technologies, though he didn't specify who they were. Burns emphasized, "We see AI as an excellent resource for improving and supporting our existing processes." However, the impact it will have on their operations down the line is still uncertain.

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