Lionsgate Partners with Runway, Prioritizes AI over VFX Jobs
Lionsgate is the first Hollywood studio to partner with Runway and use AI in film production.
Lionsgate, the studio behind beloved animated films like Barbie, Astroboy, and Shaun the Sheep, has become the first in Hollywood to sign a deal with Runway, a leading AI-video generator platform. The agreement allows Lionsgate to train an exclusive AI model with Runway on its rich portfolio of films and TV shows.
But what’s the goal?
To streamline production processes and cut costs significantly, potentially replacing traditional roles like storyboard artists and VFX crews.
However, this move has sparked a heated debate about the implications of AI in creative fields, raising questions about the future of artistry in film.
Lionsgate is known for the Hunger Games, Divergent, and John Wick franchises.
These films are action-heavy and rely on advanced visual effects, which makes the decision to incorporate AI even more significant.
Why Is Lionsgate Embracing AI?
The studio’s primary goal is to save money — “millions and millions of dollars,” according to Lionsgate studio vice chairman Michael Burns — by using the AI model to replace artists in production tasks such as storyboarding.
In corporate terms, Burns said the goal is to “develop cutting-edge, capital-efficient content creation opportunities.” He also noted that several filmmakers are “excited about its potential applications in their pre-production and post-production processes.”
For context, the cost of CGI effects for standalone Marvel Cinematic Universe (MCU) films is typically around $100–$200 million.
The Role of Runway
Runway is an AI-video generation platform that has gained popularity for its ability to create videos of pretty much anything you can imagine. If you’ve been following my Medium articles, you’d know that I have published several articles about Runway already.
Here’s the latest one about Runway’s Gen-3 Alpha:
Gen-3 can produce highly detailed videos, with smooth scene transitions and a wide variety of cinematic effects. Take a look at the level of quality you’ll get out of their latest video model.
The partnership allows Runway to access Lionsgate’s vast catalog of movies and TV shows to customize its AI model specifically for the studio’s needs. This means that filmmakers will have tools at their disposal that can assist in generating scenes, backgrounds, special effects, and initial storyboards.
“We do a lot of action movies, so we blow a lot of things up and that is one of the things Runway does,” Burns said.
Runway AI’s CEO Cristóbal Valenzuela argued that AI can serve as a tool to help artists rather than replace them. He envisions AI as a way to augment workflows, making the process of creating films more efficient, which could free up more time for filmmakers to focus on storytelling and artistic expression.
“The history of art is the history of technology and these new models are part of our continuous efforts to build transformative mediums for artistic and creative expression. The best stories are yet to be told,” he stated.
From this perspective, AI isn’t seen as a threat but as an assistant — a tool to speed up tedious processes like VFX or generating background images for action scenes. For instance, in many action-heavy movies where explosions and complex environments are key, AI can simulate these elements much faster than traditional methods.
But can AI truly replace human creativity? Or is this just the next tool in a filmmaker’s toolbox?
AI’s Growing Role in Ads and Films
In case you missed it, the entertainment industry’s adoption of AI has been unfolding over several months, making it clear that AI-generated content is not just a futuristic concept — it’s already here.
In October 2023, Japanese company En, Ltd. made waves by creating the first TV commercial featuring an AI-generated model for its Oi Ocha Katekin Ryokucha green tea drink.
This marked a turning point, demonstrating that AI-generated characters could be convincingly used in mainstream advertising.
Similarly, Toys “R” Us made history as the first brand to create an advertisement using OpenAI’s groundbreaking text-to-video tool, Sora.
The 66-second promotional video, titled “The Origin of Toys ‘R’ Us,” tells the story of the brand’s founder, Charles Lazarus, and highlights the company’s iconic mascot, Geoffrey the Giraffe. Premiering at the 2024 Cannes Lions Festival, this AI-driven commercial showcased how brands could leverage AI not just for visual effects, but to generate entire narratives.
Another recent example is A24’s Instagram ads for its film Civil War, which featured AI-generated images depicting American landmarks destroyed in a fictional conflict.
These ads stirred controversy because the AI-generated scenes were not present in the actual film, leading to accusations of deceptive marketing. This incident highlighted one of the concerns surrounding AI in entertainment — its potential to mislead viewers and create a false reality.
And who can forget the attempt by Marvel Studios to use AI in the intro of the TV series, Secret Invasion?
It looked cheap and terrible. With a big budget, they could’ve hired talented individuals instead.
These examples show that AI is no longer just an experimental tool — it’s already playing an active role in shaping the media we consume. From TV commercials to film marketing, AI is becoming a key player in storytelling, and it’s sparking a lot of debate about where this technology might take us next.
Concerns from the Creative Community
The optimism doesn’t erase the growing concerns. Many artists feel that the heart of creativity might be lost when machines take over significant parts of the production process.
Runway has recently faced criticism from the creative community, including a lawsuit from a group of visual artists alleging copyright infringement.
Filmmakers, storyboard artists, and visual effects teams create not just for efficiency but for emotional impact and nuance. There’s a fear that if AI starts doing too much of the “creative” work, the resulting films may lose the soul that comes from human intuition and imagination.
What further complicates the debate is that the boundary between AI-generated and human-created content is becoming increasingly blurry. With advanced AI models like Midjourney, Flux, Kling AI, and Runway, it’s becoming harder for audiences to distinguish between what’s real and what’s artificially generated.
You can head over to Kling AI’s short films section to witness how good these AI-generated videos are at the moment.
AI: Tool or Threat?
How do we value human creativity in a world where machines can mimic it almost perfectly? And should we be concerned that the films, music, and even art we consume might soon be dominated by algorithms rather than by human hands?
AI can be a valuable assistant, but it can’t replace the spark and nuance of human creativity.
Across social media, opinions are divided. On platforms like X and Reddit, some users are fascinated by the potential of AI in filmmaking, viewing it as the next evolution in technology that could democratize content creation.
If someone can make a feature-length film using AI on their laptop, does that mean we’re opening the door to more voices and stories being told, not fewer?
On the other hand, many creators express frustration, worried that AI is taking away jobs and diluting the human element of their work. This concern isn’t just theoretical. As I mentioned, Runway itself is currently facing lawsuits from visual artists accusing the company of copyright infringement, claiming that their work was used without permission to train the AI.
In my view, AI’s role in filmmaking should be carefully considered. There’s no denying that it can make production faster and cheaper, but we must also ensure that the artistry and passion of human creators aren’t lost in the process.
Final Thoughts
As someone who has experimented with AI-video generators like Runway, I’ve seen firsthand the potential of this technology. It’s now possible to create impressive videos and effects with just a laptop and some basic prompt engineering skills.
The debate over AI in filmmaking is far from over, but one thing is certain: the industry is evolving rapidly. AI may take away some jobs, but it will also create new opportunities for those willing to adapt and learn. The key is to embrace AI as a tool and not let it become a replacement for human creativity.
How do you feel about Lionsgate potentially using AI-video generators in its future films and TV shows?
Do you think Lionsgate’s partnership with Runway AI will lead to more efficient filmmaking without compromising creativity?
Or are you concerned that this is another step towards AI taking over the roles of human creators in the entertainment industry?
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