Google has taken an unusual step into Hollywood. Its DeepMind AI lab formed a research partnership with independent studio A24, backed by a roughly $75 million investment from Google, according to people familiar with the matter. The deal, announced June 22, aims to build new tools for movie production and distribution. Yet it does so with an explicit focus on keeping filmmakers in charge.
The arrangement stands apart from many previous AI efforts in entertainment. A24 will not grant Google access to its film and television library. The pact is not an intellectual property or data-training agreement. Filmmakers retain full creative control. A source familiar with the matter told Reuters that A24 will play an active role in shaping workflows while avoiding the prompted-generation tools many creators distrust.
Scott Belsky, an A24 partner who oversees technology and innovation, put it plainly. “We think there are better uses that preserve creative control and support risk-taking,” he told The Wall Street Journal. “The new tools won’t look anything like the prompted generation type of AI that people feel uncomfortable with.”
A24’s track record gives the partnership credibility in an industry wary of tech intrusion.
A24 built its reputation on distinctive films such as “Everything Everywhere All at Once,” the horror title “Backrooms,” and Timothée Chalamet’s “Marty Supreme.” Revenue has more than doubled in the past two years. More than half of moviegoers consider themselves fans of the brand, according to NRG data shared by the studio. The company now stands alongside Disney as one of the few whose name alone draws audiences to theaters. It is currently producing its most expensive film yet, a roughly $175 million adaptation of the video game “Elden Ring” directed by Alex Garland.
That indie cachet matters. Hollywood has viewed AI with suspicion. Studios have sued AI developers over copyright. Filmmakers have called the technology an enemy of originality. Earlier experiments, including a Disney partnership with OpenAI that ended when the video tool Sora was shut down, showed the difficulties. Netflix acquired an AI startup founded by Ben Affleck for scene tweaks without reshoots. Mainstream adoption, however, has remained limited.
DeepMind and A24 say their multiyear, nonexclusive deal will unfold differently. Researchers will work side by side. A24’s roster of artists, including directors and actors such as Chalamet and Kane Parsons, will offer feedback. The goal is to develop workflows and techniques that expand storytelling rather than replace human effort. Eli Collins, vice president of product at Google DeepMind, said in the official announcement, “We believe breakthroughs happen when you get technology into the hands of the best minds in the field.” The Google blog post added that the collaboration will anchor innovations “directly within the creative process” so A24 filmmakers can shape technology “in service of their vision.”
Talks between the parties began before Belsky joined A24 from Adobe last year. His 20-person team, known as A24 Labs, already works on an application for AI-generated storyboards. These rough drafts could help spot problems early in production. The partnership will expand on such projects. Specific outputs and milestones will evolve. Initial focus sits on bridging advanced research and next-generation entertainment.
But. This is still Google. A24’s audience skews young and often skeptical of big tech. The studio has expanded globally, opening a U.K. office and seeking overseas investors for international productions. Partnering with Alphabet’s AI powerhouse carries risks to its independent image. And yet the terms appear tailored to address those concerns. No library access. No training on A24 content. Emphasis on creative control.
The investment itself is modest relative to A24’s $3.5 billion valuation from its 2024 funding round led by Thrive Capital. Google’s stake roughly matches what Thrive contributed then. It marks the first time Google has taken equity in a film studio, even as it dominates online video through YouTube. For DeepMind, the deal supplies real-world testing with demanding artists. For A24, it offers access to leading research, infrastructure and global reach without surrendering independence.
Industry reaction has been mixed. Some see promise in tools that support rather than supplant. Others remain cautious. The Writers Guild of America has secured protections in contracts. Runway and similar firms already generate content, yet many filmmakers reject the idea of AI as a shortcut for speed or cost savings.
So far the companies have shared few technical specifics. No mention of particular models or capabilities for script analysis, editing assistance or visual effects. The announcement stresses iteration and testing. Results will emerge over time. That measured pace contrasts with the hype that often surrounds AI announcements.
Recent coverage adds context. Complex reported that A24’s library will stay off limits to Google, reinforcing the assurances. It also noted the partnership’s emphasis on artist feedback to guide development of filmmaking tools. Meanwhile, DeepMind continues broader research pushes, including multi-agent AI safety funding announced earlier in June, according to its own blog.
The A24 deal fits a pattern. Tech giants seek legitimacy and practical input from creative industries. Creative companies seek advanced capabilities without losing authorship. Whether this balance holds will depend on what tools actually emerge. If they genuinely aid risk-taking directors rather than homogenize output, the partnership could influence how AI enters mainstream film production.
For now the collaboration remains an experiment. One rooted in research. One that pairs one of AI’s most respected labs with a studio known for backing bold voices. The $75 million check is real. The creative safeguards appear serious. The test will come when the first prototypes reach filmmakers’ hands.
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