A sense of unease mixed with a resigned shrug seems to sum up the reaction to Lionsgate’s new partnership with artificial intelligence firm Runway. The entertainment giant has granted Runway access to its extensive back catalogue, with the aim of developing an AI model that will help filmmakers "enhance their work." But for many, this development raises more questions than answers.
With iconic franchises like John Wick, Saw, and The Hunger Games under Lionsgate’s belt, the possibilities for AI integration are vast. But what will this deal ultimately produce? Could we see endless streaming episodes of an AI-animated John Wick series, or perhaps multiple sequels to Knives Out, this time penned by AI-generated scripts and scored with AI-composed music? Will this reliance on algorithmically tested content edge out new, original work from human writers?
It might be naive to focus too much on concerns about intellectual property (IP). Hollywood has always relied on adaptations and spin-offs based on successful literary and cinematic works. Even Shakespeare reworked existing stories and created recurring characters like Falstaff. Yet, wasn’t the recent writers' strike meant to curb the unchecked use of AI in the creative process? AI was supposed to serve as a tool, assisting writers rather than replacing them. But perhaps that expectation was overly optimistic.
The controversy surrounding the use of AI in Alien: Romulus highlights the growing discomfort. The film used AI to resurrect a character from the original Alien film after consulting the late actor’s estate, sparking outrage over what many saw as a crass and exploitative move. The expectation seemed to be that fans would celebrate the decision as an homage to the original. Some did, but many did not. For many, this felt like a clear example of corporate IP and AI at its most unsettling.
The film industry appears to be reaching a breaking point in terms of both sustainability and authenticity. It’s reminiscent of the backlash against homogenized beer in the 1970s, which led to the creation of the Campaign for Real Ale, or the public outcry against genetically modified (GM) food in the 1990s, which resulted in its removal from supermarket shelves—at least temporarily. As with GM food, which is now being reconsidered due to climate challenges, the question is whether AI will similarly be justified as a necessary evolution in filmmaking.
For now, we seem to be on the verge of a flood of what could be called genetically modified content—AI-created and corporate-driven—dominating both big and small screens. If audiences don’t push back, this AI-crafted schlock could become the new norm. Critics and creators alike have a role in identifying and calling out the dangers of this trend.
AI certainly has the potential to foster creativity and experimentation in new and exciting ways, but it could just as easily lead to the opposite. The spirit of algorithm-driven, ChatGPT-style filmmaking has arguably been present in Hollywood for years, but now the technology is catching up. If we’re not careful, original filmmaking could become a niche pursuit, with cinema chains overrun by formulaic, AI-generated content.
