A24, the independent film studio behind hits like Backrooms and Everything Everywhere All At Once, has announced a $75 million research partnership with Google DeepMind, Google's in-house artificial intelligence lab. The deal, reported by the Wall Street Journal on Monday, aims to create new filmmaking "tools" as part of A24's technology startup, A24 Labs, overseen by cofounder Scott Belsky. But the announcement has ignited a firestorm of criticism from the studio's loyal fanbase.
The Partnership Details
According to a statement from A24's communications representative Sophia Shin, the collaboration is a research partnership. "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 told WIRED in an email. The partnership comes on the heels of Backrooms, a horror film that grossed over $300 million at the global box office, making it A24's biggest hit yet. The film's themes of repetition and degradation were widely interpreted as a critique of generative AI.
Fan Backlash
A24's fanbase, known for its fervent loyalty, has reacted strongly. Earlier this week, A24 released the trailer for Jesse Eisenberg's new musical drama The Debut. On X (formerly Twitter), comments beneath the trailer were "littered with criticism," as reported by WIRED. Some fans posted tombstones and declared the death of the company; others promised to illegally pirate the movie to cut into A24's profits. A typical remark read: "Pretty ironic that The Debut is the film that comes out in the mids [sic] of a24 ending itself with ai." Film critic Esther Rosenfield noted, "In the same way Disney sells nostalgia, A24 has sold the feeling of being very hip, and cutting-edge, for as long as they’ve been around."
Industry Context
The A24-DeepMind deal is the latest in a series of uneasy alliances between Silicon Valley and Hollywood. Late last year, Disney took a $1 billion stake in OpenAI's video generation model, Sora, licensing characters like Mickey Mouse, Goofy, and C-3PO. A few months later, Sora itself was discontinued. AI's threat to cinema is seen as existential: automating entry-level jobs, threatening writers' rooms, and generating content that ranges from boring to abominable. Some studios have sued AI companies for copyright infringement. There are also concerns that AI's capture of the film business has a chilling effect, as seen in studios distancing themselves from Luca Guadagnino's biopic of OpenAI founder Sam Altman, titled Artificial.
A24's Defense
A24 is aware of the backlash. "Our relationship with our audience is something we don't take for granted," Shin stressed. "This partnership exists because we want to dictate what tools get built for artists, and so they have a voice in shaping them rather than having tools handed to them. We'd rather have a seat at the table than on the sidelines." Google DeepMind did not immediately respond to requests for comment. A24 has built its brand on launching serious filmmakers like Sophia Coppola, Denis Villeneuve, Ari Aster, and the brothers Safdie. The studio has netted dozens of Academy Award nominations since its founding in 2012. The distinctive A24 logo often builds hype in a franchise-dominated moviegoing culture.
Implications for Enterprise Technology
While this story centers on entertainment, it serves as a case study for any organization navigating AI adoption amid brand loyalty and ethical concerns. A24's experience shows that even a hip, independent brand can face fierce backlash when partnering with big tech AI labs. For enterprise buyers in creative industries, the lesson is clear: AI partnerships require transparent communication and demonstrable artist empowerment to avoid alienating core audiences. The $75 million price tag underscores the scale of investment needed to build bespoke AI tools—and the reputational risk that comes with it.
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