A24 and Google DeepMind are teaming up to change how movies get made. The studio behind Marty Supreme and Backrooms is joining forces with the London-based AI lab to create new tools for filmmakers.
DeepMind is investing $75 million in the project. The plan involves developing software that A24’s directors can use immediately, with insights flowing back into Google’s ecosystem. This is a multi-year agreement, though it is not exclusive—A24 remains free to work with other AI companies.
“We believe the best way to develop tools that empower artists is to work directly with them,” said Demis Hassabis, CEO of Google DeepMind. He noted that collaborating with industry leaders from the start helps build features for authentic storytelling.
Building Bespoke Tools
The program will be run by Scott Belsky, a digital veteran hired by A24 back in early 2025 to oversee digital initiatives. He leads a team of about two dozen people at the studio. This move signals a shift away from generic, “kitchen-sink” AI models toward bespoke software tailored to specific creative styles.
Google already has Veo, a well-regarded video generator, and this partnership gives it access to a roster of respected directors to refine that tech. While DeepMind has worked with individual filmmakers like Darren Aronofsky before, this is its first known partnership with a full-fledged studio.
Getting a stamp of approval from a respected indie studio matters. While some top creatives like Guillermo del Toro and Vince Gilligan have expressed skepticism about AI’s role in cinema, partnerships like this offer a path toward acceptance. It allows tech giants to improve their models using real feedback from artists.
A Competitive Edge
For A24, this deal levels the playing field. The boutique label now has access to resources usually reserved for giants with deep pockets. It catches the studio up to competitors like Netflix and Amazon Studios, which are already developing their own internal tools, and Lionsgate, which is building models with Runway AI.
The trend is clear: content brands are taking control of their tech stacks. Whether it’s film studios or individual creators, the move is toward custom tools that fit a specific vision rather than one-size-fits-all solutions. This partnership vaults A24 into that category, providing the firm with entry into a world typically dominated by larger conglomerates.
Frequently asked questions
What is the purpose of the A24 and Google DeepMind partnership?
The partnership aims to develop AI tools for filmmakers, empowering artists to create authentic storytelling experiences.
How much is Google DeepMind investing in the project?
Google DeepMind is investing $75 million in the project to develop bespoke AI tools for filmmakers.
What is the role of Scott Belsky in the A24 Google DeepMind partnership?
Scott Belsky, a digital veteran, leads the team at A24 overseeing the development of AI tools in collaboration with Google DeepMind.
