A24 took $75M from Google — will AI save or kill indie cinema

google deepmind and film studio a24 established a research partnership where a24 filmmakers will integrate google's ai tools into actual productions to provide feedback. google is investing roughly $75 million in a24 as part of the deal to support this multi-project collaboration. currently, no specific products or technologies have been announced, with the focus remaining on exploring use cases rather than releasing tools. this move highlights the growing pressure on creative industries to adopt generative ai workflows and provides google with high-profile validation for its media capabilities. it sets a precedent for how major ai labs court cultural legitimacy by partnering with prestige studios instead of just acquiring data.