Full Breakdown
Google DeepMind Invests $75 Million in A24 to Develop AI Tools for Filmmaking
6/24/2026, 9:37:55 PM
Deal Overview
DeepMind, Google’s AI research unit, is providing $75 million to independent studio A24 in a multi-year, non-exclusive research partnership. The deal gives DeepMind access to A24’s production workflow while explicitly barring use of the studio’s film library or proprietary data for AI training. The collaboration is a joint effort to build AI-assisted tools for production and distribution, not a content-creation or licensing deal.
Industry Context
The partnership follows a wave of AI initiatives in Hollywood, including Netflix’s purchase of InterPositive, Amazon’s MGM AI unit, and Disney’s brief OpenAI licensing. A24’s recent box-office hits—especially “Backrooms,” which earned over $300 million worldwide—make the studio a high-profile test case for integrating AI without compromising its indie brand.
Participants
A24 Labs, led by partner Scott Belsky, will work with DeepMind researchers headed by co-founder and CEO Demis Hassabis and product VP Eli Collins. Director Kane Parsons, who helmed “Backrooms,” and actress-filmmaker Justine Bateman have voiced concerns about the deal.
Technical Focus
Early projects will target behind-the-scenes tasks such as AI-generated storyboards, visual-development aids, and editing workflow tools. Both sides stress the tools will differ from “prompted generation” models that have drawn criticism, aiming to keep creative decision-making with human filmmakers.
Official Statements
Scott Belsky told the Wall Street Journal that the tools will “preserve creative control and support risk-taking” and will not resemble the prompted-generation AI many creators find uncomfortable. Eli Collins said breakthroughs happen when technology reaches “the best minds in the field.” Demis Hassabis emphasized that direct collaboration with artists is essential for building empowering tools, and the $75 million investment matches the amount Thrive Capital contributed in A24’s latest funding round.
Opposition
Kane Parsons described generative AI as “culturally and economically rot,” and Justine Bateman warned that directors will see their films “altered against your wishes.”
Key Data
- Investment: $75 million from DeepMind.
- “Backrooms” revenue: >$300 million global box office.
- A24 valuation: roughly $3.5 billion.
- Partnership: multi-year research collaboration.
Verbatim Quotes
- “If I could snap my fingers and make generative AI disappear forever, I probably would. Creatively, I get no enjoyment from using those tools. It defeats the purpose entirely for me.” — Kane Parsons, director of *Backrooms*
- “We think there are better uses that preserve creative control and support risk-taking,” — Scott Belsky, partner, A24 Labs
- “We believe breakthroughs happen when you get technology into the hands of the best minds in the field.” — Eli Collins, Vice President of Product, DeepMind
- “We believe the best way to develop tools that empower artists is to work directly with them.” — Demis Hassabis, co-founder and CEO, DeepMind
Outlook
The collaboration will pilot AI-assisted storyboarding and related workflow tools, with findings intended to guide broader industry practice. Observers view the partnership as a benchmark for integrating AI into filmmaking while preserving artistic autonomy.
