Jon Feltheimer, CEO of Lionsgate, shared insights about a new partnership with the video-centric AI research company Runway, which will focus on training a generative AI model using Lionsgate’s content library.

“While the entertainment industry is fundamentally creative, its future advancement will necessitate a blend of artistry and scientific innovation,” Feltheimer stated during a prepared address to financial analysts on Thursday, following the recent collaboration with Runway to incorporate AI technology into the production of upcoming films and television shows.

“We believe that when properly regulated, AI can serve as a beneficial resource for our talent. Over the long run, we anticipate it will positively transform our business,” added the Lionsgate leader.

Feltheimer emphasized that Runway will develop and train a model specifically for Lionsgate and the filmmakers it selects, indicating a structured approach to project development and production.

This agreement marks the first collaboration between Runway and a prominent Hollywood media company, although industry executives are closely monitoring the technology’s potential due to its rapid capability to generate images and videos based on text or image prompts.

When the Runway partnership was initially announced in September 2024, Lionsgate executives highlighted the technology’s potential to lower costs, an aspect that is particularly appealing to Lionsgate, which has positioned itself as a budget-conscious studio compared to its larger Hollywood competitors.

Lionsgate’s vice chairman, Michael Burns, expressed similar enthusiasm for AI in content creation during an analyst call, stating: “We believe this will significantly enhance filmmaking and serve as an extraordinary tool for the creative community.”

However, AI technologies have sparked considerable debate in Hollywood, with unions expressing concerns about job security, and actors and musicians wary of potential misuse of their images. Studios are also apprehensive about the legal implications.

Recently, California Governor Gavin Newsom enacted legislation regulating AI-generated performance replicas, while a group of documentary producers issued guidelines on the ethical use of generative AI in the genre.

Studios are increasingly exploring AI tools, even amidst ongoing legal ambiguities and labor concerns.

Runway, for its part, positions itself as an ally to the creative community, helping them realize their visions.

 

Person

Jon Feltheimer, Michael Burns, Gavin Newsom

Company Names

Lionsgate, Runway

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None

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