Independent film studio A24 has ignited a firestorm of criticism following its announcement of a $75 million artificial-intelligence research partnership with Google DeepMind. The studio's subsequent efforts to justify the collaboration have done little to assuage the concerns of its dedicated audience and even some of its own filmmakers.
In a statement to Wired, Sophia Shin, an A24 communications representative, described the partnership as a research endeavor. "We're working side-by-side with DeepMind's researchers to learn, iterate, and build, having an active hand in shaping new tools and workflows," Shin explained. She further asserted that the partnership aims to ensure artists have a voice in the development of AI tools, rather than having them imposed upon them. "We'd rather have a seat at the table than on the sidelines," she added, emphasizing A24's desire to influence the direction of AI development in creative fields.
However, this explanation has not resonated with A24's fanbase, which has rapidly cultivated over fifteen years. Reactions across the internet, including on the popular r/A24 subreddit, have been overwhelmingly negative, with many fans viewing the move as a betrayal of the studio's artistic ethos. The sentiment is that artists should not be developing tools they have no intention of using.
The backlash extends beyond the studio's audience. Kane Parsons, director of the commercially successful film Backrooms, voiced his disapproval on his official Discord server. Parsons stated that he is "making it very clear those resources are not to be spent on Backrooms" and expressed that he has no input on such investment decisions. He added that he "can’t imagine this decision is popular with most directors," echoing the general sentiment of unease within the filmmaking community.
Some fans interpret Shin's public statement as evidence that A24's management is aware of the dissatisfaction. The studio's financial success, particularly with films like Backrooms, might provide leverage for directors to influence such decisions. It remains to be seen whether the significant fan and directorial opposition will prompt A24 to reconsider its partnership with Google DeepMind.