A24's $75M Google DeepMind deal sparks fan fury over AI tools
A24 fans are roasting the indie darling for its new AI research partnership.
A24, the boutique studio behind indie hits like Everything Everywhere All At Once and Moonlight, has partnered with Google's AI lab DeepMind in a $75 million research deal. Announced as part of A24 Labs (led by cofounder Scott Belsky), the partnership aims to develop new filmmaking tools rather than replace artists. A24's communications lead Sophia Shin told WIRED, 'We'd rather have a seat at the table than on the sidelines,' emphasizing that artists will have a voice in shaping the tools.
But fans are not buying it. Trailer comments for A24's upcoming film The Debit were flooded with criticism, with some threatening to pirate movies and others declaring 'the death of the company.' The timing is especially ironic given that Backrooms—A24's latest blockbuster—is seen as a critique of generative AI. The backlash reflects growing tensions between Hollywood and Silicon Valley, as studios like Disney have also faced scrutiny over AI deals. A24's loyal fanbase sees the partnership as a betrayal of the studio's independent, human-centric identity.
- $75 million research partnership between A24 and Google DeepMind to build filmmaking tools via A24 Labs
- Fans are openly criticizing A24 on social media, with some promising to pirate movies as protest
- Backrooms, A24's recent horror hit that critiques AI, has grossed over $300M globally
Why It Matters
A24's AI deal tests the loyalty of its fanbase and signals the growing tension between indie film culture and tech partnerships.