- According to reports, Disney is using generative from the same startup that Netflix
- Lionsgate and AMC networks have also signed agreements with Runway AI
- An increasing number of studies is experiencing with technology
According to reports, Disney is the latest Hollywood study that uses in silence the same generative tool of artificial intelligence (AI) as Netflix, and it is easy to see why others have felt attracted to the controversial technology, since they cite the benefits to save time and costs in production.
According to Bloomberg, Walt Disney Company has been testing Runway’s tools, and has even gone so far as to talk to the startup about the use of its generative tools of AI in films and television programs. While a Disney spokesman has confirmed that there are no plans to integrate the software, it is only another sign of how studies are becoming more comfortable with the use of AI.
It is no secret that Netflix is using AI, for example. CE-CEO TED SARANDOS He openly confessed, during the company’s profit call last week, when he revealed that AI was used to generate a VFX (visual effects) sequence in an original production for the first time in dystopian drama The eternal. At that time, it was not revealed what AI software was used, but it was reported that a source has confirmed to Bloomberg that in fact it was Runway’s technology.
Be clear The eternal It was not the first time that Netflix had used AI. He tried to fix the 80’s comedy without success A different world With AI Increasing and was caught in the controversy of the Oscars of AI after Emilia Pérez He was criticized for using voice improvement technology. Even so, it marks the first time that Netflix has used AI generative in one of its own original projects.
The reason why this is notable is because the generative AI has the potential to completely fly to the entire industry. There is a reason why the strikes of Hollywood actors and writers in 2023 focused so much on establishing safeguards to protect the livelihoods and creative integrity of VFX artists and animators.
It is one thing to waste time with Runway’s AI to convert the videos of his house into Hollywood box office successes, but for an industry of one billion dollars to start cutting corners it is a slippery slope that many are concerned about the legitimate.
What other Hollywood studies are using the track of the track?
Not only Netflix and Disney are working with Runway AI. Two years ago, Variety revealed that VFX artist Evan Haleck used the starting tools in All everywhere at once To eliminate the background of certain scenes.
The same justifications were used then, since they are now, with Haleck, stating that it was cheaper and faster to use AI tools than more processes that have long been broken. Saraonds recently echoed these feelings when he said “that the VFX sequence [in The Eternaut] It was completed 10 times faster than could have been completed with traditional VFX visual tools and flows. “
At that time, it was also reported that the track was even working The Late Show with Stephen Colbert. “They are using it almost daily to translate working hours. The team can inevit their ideas faster and is helping them to increase their creative workflow,” said the CEO of the track, Cristóbal Valenzuela.
In later years, Hollywood has begun to warm up even faster than some may have initially predicted. In fact, it has been reported that Runway AI signed an agreement with Lionsgate in September 2024. The vice president of the study Michael Burns says that the link will help him produce “movies and television programs that we would never do otherwise.”
Since then, more production companies have climbed into the car. The creator and co-showrunner of Amazon’s David’s house, Jon Erwin revealed to Variety that several AI tools were used to create a scene in the program, including Runway’s video generator.
Last month, Runway AI also associated with AMC Networks to use its tools to help view a television program that has not yet occurred, as well as to generate marketing images, Hollywood Reporter (THR) reported. “It is a kind of natural transition for each entertainment and media company; they need to think about what AI means for them,” Valenzuela said THR When asked about the AMC association.
It seems inevitable that more studies continue working with the AI of the track, as they feel comfortable, making it known publicly, and it seems that the startup does not stop in Hollywood. A new generator of the text game to video is in the way in which it will undoubtedly have a great impact on the game industry once it develops even more, according to the Verge. Could we see the track of the track of passing the same incursion into the game industry? He looked at Hollywood as the plan.
