Google has invested $75 million in A24 as DeepMind initiates a research partnership focused on AI in filmmaking.

      TL;DR Google is investing $75 million in A24 and starting a DeepMind research collaboration to create AI tools for filmmaking that are informed by experienced directors.

      Google is committing around $75 million to A24, the independent studio behind recent successes like Backrooms and Obsession, as part of a new AI research collaboration with Google DeepMind. This development, initially reported by the Wall Street Journal, marks Google's first equity investment in a film studio.

      The partnership allows A24 filmmakers to directly engage with DeepMind’s research resources, while DeepMind receives immediate feedback from active directors as it develops innovative creative tools. DeepMind CEO Demis Hassabis stated that the aim is to create tools that support artists by collaborating with them from the outset instead of working in seclusion.

      Importantly, this agreement does not grant Google access to A24’s existing film and television library or its content data. The arrangement is defined as a multiyear, nonexclusive research contract, meaning A24 is free to use other tools, and Google is not permitted to train models on the studio's catalog.

      One initial project already in progress at A24 Labs involves utilizing AI to produce storyboards, the preliminary visual outlines that directors use to prepare scenes before filming. Scott Belsky, an A24 partner who oversees the studio’s technology operations, mentioned to the Journal that this partnership stands apart from other Hollywood AI collaborations, as many AI developers mistakenly promote their tools as means to create films more cheaply and quickly, rather than enhancing quality.

      The investment comes at a time when Hollywood's relationship with AI is changing rapidly. Netflix acquired Ben Affleck’s discreet AI filmmaking startup InterPositive in March, obtaining exclusive post-production tools trained on actual footage. Subsequently, Netflix launched INKubator, an AI-focused animation studio staffed with producers and engineers.

      Martin Scorsese joined AI image startup Black Forest Labs as an advisor in June, employing its FLUX model to storyboard scenes for his upcoming film featuring Leonardo DiCaprio and Jennifer Lawrence. OpenAI is supporting Critterz, an AI-assisted animated feature with a budget below $30 million that was showcased at Cannes, developed on a timeline of nine months that typically requires years in traditional animation.

      A24 holds a unique position in the AI discussion. The studio has established one of the most recognized brands in independent cinema over the last ten years, and surveys from various sources indicate that more than half of moviegoers consider themselves fans of A24 rather than just specific titles. Additionally, it is gearing up for its most ambitious project to date, an adaptation of Elden Ring directed by Alex Garland, with a budget reportedly exceeding $100 million.

      The announcement also comes shortly after Amazon halted production on a nearly complete Sam Altman biopic, apparently due to the film's unfavorable portrayal of its $50 billion OpenAI investment partner. This incident highlighted how financial connections between tech companies and studios can lead to editorial conflicts, a challenge the Google-A24 partnership will need to address as the tools it develops become integrated into actual productions.

      For Google, the $75 million investment is relatively small compared to its overall AI expenditure, which Alphabet has projected at $175 billion to $185 billion in capital investments for 2026. However, the strategic significance lies in positioning DeepMind as the AI partner that filmmakers opt for rather than resist, an important consideration as the industry navigates ongoing labor negotiations regarding AI usage.