Darren Aronofsky joins AI Hollywood push with Google deal
Now his production company is working with Google to explore the edge of artificial intelligence technology in filmmaking.
Google on Tuesday said it is working with several filmmakers to use new AI tools as part of a larger push to popularize the fast-moving tech. That effort includes a partnership with Aronofsky's venture, Primordial Soup.
Google's AI-focused subsidiary DeepMind and Aronofsky's firm will work with three filmmakers, giving them access to the Mountain View, Calif.-based giant's text-to-video tool Veo, which they will use to make short films. The first project, 'Ancestra,' is directed by Eliza McNitt. Aronofsky is an executive producer on the film. 'Ancestra,' which premieres at the Tribeca Festival next month, combines live-action filmmaking with imagery generated with AI, such as cosmic events and microscopic worlds.
'Filmmaking has always been driven by technology,' Aronofsky said in a statement that referenced film tech pioneers the Lumiere brothers and Thomas Edison. 'Today is no different. Now is the moment to explore these new tools and shape them for the future of storytelling.'
The push comes as Google and other companies are making deals with Hollywood talent and production companies to use their AI tools. For example, Facebook parent company Meta is partnering with 'Titanic' director James Cameron's venture, Lightstorm Vision, to co-produce content for its virtual reality headset Meta Quest. New York-based AI startup Runway has a deal with 'Hunger Games' studio Lionsgate to create a new AI model to help with behind-the-scenes processes such as storyboarding.
Many people in Hollywood have been critical of AI tools, raising concerns about the automation of jobs. Writers worry about AI models being trained on their scripts without their permission or compensation. Tech industry executives have said that they should be able to train AI models with content available online under the 'fair use' doctrine, which allows for the limited reproduction of material without permission from the copyright holder.
Proponents of the technology say that it can provide more opportunities for filmmakers to test out ideas and show a variety of visuals at a lower cost.
New York-based Primordial Soup said in a press release that Google's AI tools helped solve 'practical challenges such as filming with infants and visualizing the birth of the universe' in 'Ancestra.'
'With 'Ancestra,' I was able to visualize the unseen, transforming family archives, emotions, and science into a cinematic experience that feels both intimate and expansive,' McNitt said in a statement.
The two additional filmmakers and films participating in the Google DeepMind-Primordial Soup deal are not yet named.
Google made the announcement as part of its annual I/O developer conference in Mountain View.
During the event's keynote address on Tuesday, Google shared updates on its AI tools for filmmakers, including Veo 3, which allows creators to type in how they want dialogue to sound and add sound effects. The company also unveiled a new AI filmmaking tool called Flow that helps users create cinematic shots and stitch together scenes into longer films and short stories.
'This opens up a whole new world of possibilities,' said Demis Hassabis, chief executive of Google DeepMind, in a news briefing on Monday. 'We're excited for how our models are helping power new tools for creativity.'
Flow is available through Google's new $249.99 monthly subscription plan Google AI Ultra, which includes early access to Veo 3, as well as other benefits including YouTube Premium, Google's AI models Gemini and other tools. Flow is also available with a $19.99-a-month Google AI Pro subscription.
Google is making other investments related to AI. On Tuesday, L.A.-based generative AI studio Promise announced Google AI Futures Fund as one of its new strategic investors. Through the partnership, Promise will integrate some of Google's AI technologies into its production pipeline and workflow software and collaborate with Google's AI teams.
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