Facebook (NASDAQ:META) owner Meta said Thursday it has teamed up with Blumhouse Productions, the Hollywood company behind hit horror movies like “The Purge” and “Get Out,” to test Movie Gen’s new video model.
The announcement comes after Meta unveiled Movie Gen, which it said can create realistic-looking video and audio clips in response to user prompts, earlier this month. Meta claimed the tool could compete with offerings from leading media creation startups such as OpenAI and ElevenLabs.
In a blog post, the social media company said Blumhouse has tapped filmmakers Aneesh Chaganty, The Spurlock Sisters and Casey Affleck to test Movie Gen and use clips generated by the tool in their short films.
Chaganty’s film would appear on Meta’s Movie Gen website, while Affleck’s and The Spurlock Sisters’ films would appear soon, Meta said.
Blumhouse CEO Jason Blum said in a statement that artists remain the lifeblood of the industry, and innovative technology can help tell their story.
“We welcomed the opportunity for some of them to test this cutting-edge technology and give their notes on its pros and cons while it’s still in development,” Blum said. “These will be powerful tools for filmmakers and it’s important to involve the creative industry in their development to make sure they’re the right ones for the job.”
With the partnership, Meta signals how it aims to work with the creative industries, whose members have largely withdrawn in response to the arrival of generative AI technologies due to copyright and consent concerns.
Several groups of copyright holders have sued major technology companies, including Meta, for the unauthorized use of their works to train artificial intelligence systems. Meta has argued that its AI training is protected by the fair use copyright doctrine.
However, Meta and other tech companies have shown they are willing to pay for certain types of AI content. In addition to the Movie Gen partnership, Meta said last month that it had inked deals with actors including Judi Dench, Kristen Bell and John Cena to voice its Meta AI chatbot.
Similarly, Microsoft-backed OpenAI met with Hollywood executives and agents this year to discuss potential partnerships involving its Sora video production tool, which it first unveiled in February.
No deals have been reported to have come out of those talks, although Lions Gate Entertainment said in September that it had struck a deal with another AI startup, Runway.
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Reference;
Reuters (2024) Meta partners with Hollywood’s Blumhouse to test out its AI movie generation model By Reuters, Investing.com. Investing.com. Available at: https://www.investing.com/news/stock-market-news/meta-partners-with-hollywoods-blumhouse-to-test-out-its-ai-movie-generation-model-3669066 (Accessed: 17 October 2024).
