AI Filmmaking: A Growing Trend in the Film Industry as It Moves Toward Mainstream Acceptance

In Hollywood, discussing the use of generative artificial intelligence (AI) can sometimes be a sensitive topic. Drawing attention to its application can lead to controversy, while protests against its integration into the industry have become commonplace. Nevertheless, industry leaders are observing a gradual normalization of AI in film and television.

An increasing number of filmmakers are embracing evolving AI tools, and partnerships between studios and AI firms are emerging as they explore the technology’s potential for content creation. Michael Burns, vice chairman of Lionsgate, addressed this topic at the recent Runway AI Film Festival in Los Angeles, suggesting that many industry professionals are utilizing AI without publicly acknowledging its use. Lionsgate, known for popular franchises like “John Wick” and “Hunger Games,” has partnered with Runway to enhance their video generation capabilities.

Burns humorously compared AI to a trendy weight loss solution, highlighting its rising popularity in the industry. The festival showcased short films created using generative tools, with submissions increasing from 300 in its inaugural year to 6,000 this year. While AI’s role in filmmaking is not entirely new, concerns persist among creatives, especially highlighted during the 2023 writers’ and actors’ strikes.

Many sought assurances that AI would not replace their contributions to storytelling. Runway CEO Cristóbal Valenzuela maintains a positive outlook on AI’s influence on the labor force, citing historical trends where industries adapt to new technologies. Despite the controversies surrounding AI-generated content, its application has spread to various media forms, from music videos to advertisements, with technology improving rapidly.

As AI’s presence in Hollywood expands, Lionsgate’s partnership with Runway aims to create high-quality content while minimizing costs. Recent collaborations between Runway and AMC Networks have further integrated AI into marketing and production, showcasing its versatility. Notably, the shorts presented at the festival explored absurd themes, reflecting the unique storytelling possibilities generative tools offer.

Other AI companies like OpenAI are also increasing their visibility in the film sector, promoting their latest models through screening events. Educational institutions are recognizing AI’s significance, with universities like USC encouraging students to embrace it creatively. Elizabeth Daley, dean of USC’s School of Cinematic Arts, emphasizes the need for ongoing dialogue to ensure AI tools serve the needs of industry professionals, ultimately creating more job opportunities for creatives in the process.