Injection from tech giant comes alongside R&D agreement with US-based studio
Google has entered into a research and development partnership with Beef and Margo’s Got Money Troubles producer A24.
The deal will also see the tech giant invest a reported $75m (£57m) in the studio, which has recently been behind the $300m film hit Backrooms.
While A24 did not comment on the development nor the investment amount, sources said the partnership gives the studio access to Google DeepMind’s research, infrastructure and global reach.
It is understood A24 will play an active role in what DeepMind builds and retains full creative control of its own growth. The collaboration will evolve over time and will be “research-led and filmmaker-informed” as the partners explore how technology can help get more stories developed, produced and distributed to audiences while the filmmakers focus on their artistry and storytelling.
In a blog post by DeepMind vice president of product Eli Collins on Monday, the executive said the partnership would “help artists develop new workflows and techniques”, adding: “The tools of the future are shaped by the creators who use them.”
Collins continued, “By anchoring Google DeepMind’s innovations directly within the creative process, A24 and its filmmakers can help shape new technology in service of their vision and expand their storytelling possibilities. This hands-on collaboration provides Google DeepMind with invaluable feedback and guidance from leading artists. In addition, Google has made an investment in A24.”
The executive said the partnership would “expand what is possible in the future of entertainment”. Collins’ post included a statement from DeepMind co-founder and CEO Demis Hassabis that read: “We believe the best way to develop tools that empower artists is to work directly with them. By collaborating with filmmakers and industry leaders like A24 from the beginning, we can build new AI features to support artists in authentic, meaningful storytelling that helps enable their creative vision.”
The $75m investment, first reported in The Wall Street Journal, is around the same amount that venture capital film Thrive Capital invested in A24 in a funding round in 2024 that valued the company at $3.5bn.
Hollywood continues to make forays into AI and vice versa. All the studios are believed to be exploring and in some cases working with AI, even if they choose not to publicise them. Netflix has been hiring for its INKubator generative AI animation studio, while Lionsgate recently acquired an equity stake in the generative AI video outfit Runway to help with pre- and post-production and VFX workflows.
A version of this story first appeared on Broadcast International sister title, Screen
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