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Meta Teams Up with Blumhouse Productions to Test AI Video Tool
NEW YORK (Reuters) – In a significant move within the realms of technology and entertainment, Meta, the parent company of Facebook, announced on Thursday its collaboration with Blumhouse Productions, the studio famously known for horror classics like “The Purge” and “Get Out.” This partnership aims to explore the capabilities of Movie Gen, Meta’s newly launched generative AI video model.
Earlier this month, Meta introduced Movie Gen, a tool designed to produce realistic video and audio content based on user prompts. The company has expressed confidence that this technology could compete with offerings from prominent media generation startups such as OpenAI and ElevenLabs.
In a recent blog update, Meta revealed that Blumhouse has chosen a trio of filmmakers—Aneesh Chaganty, The Spurlock Sisters, and Casey Affleck—to experiment with Movie Gen. These filmmakers will incorporate the AI-generated clips into their respective short films.
According to Meta, Chaganty’s film will be showcased on the Movie Gen website, while collaborations from Affleck and The Spurlock Sisters are on the horizon.
Blumhouse CEO Jason Blum emphasized the invaluable role of artists in the creative process, asserting that technological innovations can enhance their storytelling capabilities. “We welcomed the chance 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,” he stated. “These are going to be powerful tools for directors, and it’s important to engage the creative industry in their development to make sure they’re best suited for the job.”
This partnership illustrates Meta’s intention to foster relationships with creative sectors that have traditionally expressed trepidation regarding the encroachment of generative AI technologies. Concerns around copyright infringement and consent have led many in the creative community to resist the adoption of AI tools.
Numerous copyright holders have initiated lawsuits against major tech firms, including Meta, alleging unauthorized usage of their works to train generative AI systems. In response, Meta has maintained that its practices fall under the copyright doctrine of fair use.
Nonetheless, Meta, along with other tech giants, has shown a willingness to compensate content creators for their contributions. Alongside its collaboration with Blumhouse, Meta previously announced agreements with a selection of notable actors, including Judi Dench, Kristen Bell, and John Cena, to voice its Meta AI chatbot.
In a parallel development, Microsoft-backed OpenAI has been engaging with Hollywood executives and agents throughout the year to explore potential partnerships involving its video generation tool, Sora, first introduced in February. However, concrete agreements from these discussions have yet to materialize. Notably, Lions Gate Entertainment disclosed a partnership with AI startup Runway in September, indicating the industry’s ongoing exploration of AI technologies.
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