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Korine’s studio Edglrd has a seemingly contract with Runway, which was learned by Hollywood Reporter, a New York-based film-focused machine intelligence company. The agreement allows Edglrd to deploy company-generated AI tools in new ways, in new ways, for all creative products, including traditional films, immersive works, and branded videos.
“This opens up all kinds of creative output – visual style and identity,” Alon Soran, Edglrd’s chief commercial officer, told Thr.
Companies have previously worked together in less formal ways. Runway helped deliver AI Baby Faces at the premier Baby Invasion at the Venice Film Festival last year. This is a hybrid film, Videgame, centered around a house invasion by a thief wearing a baby mask. Last month’s spot in Valentino’s upcoming fall/winter collection, produced by Edglrd, also used Runway’s tools.
While first look trading generally applies to creative work like scripts, principals said they’ll expand here to allow Edglrd to access high-tech tools, Runway brings some creative projects to Edglrd as well. There is no money to exchange hands as part of the transaction.
As part of the agreement, Colin will also be ju-crowing at Runway’s AI Film Festival, held at Alistair Hall in New York and at the Broadstage Theater in LA.
The news comes just a week after Runway announced a new $308 million funding round (over $3 billion in valuation) and debuted the Gen-4.
Runway also made headlines for the fall of its contract with Lionsgate. The studio uses Runway technology to build models trained only on Lionsgate IP.
Miami-based Edglrd (pronounced Edgelord) is a niche company on any scale, but its deeper relationship with the runway can have some notable impact on the landscape.
For Runway, dealing with artistic figures like Korine offers a vital piece of street credit as AI is trying to convince Hollywood that it can become a ship of authentic creativity rather than a smooth reversal of past work. Some traditional entertainment entities worry about the legal implications of using tools trained with copyrighted materials. Although deprived of boundaries, the willingness of respected producers could boost the case by publicly accepting trained models across the landscape. (Lionsgate trading does not test these restrictions, relying solely on internal data.)
At the end of Korine, access to one of the more film-friendly companies in the tech world and staff was able to speed up the kind of AI-centric work he and his collaborators make. Known early in the career of slacker works in the 90s, Korine, known as Gummo and children’s scripts, has embraced technology in recent years as he has incorporated Edglrd into Outre Studio. (The final result of Thr in Baby Invasion Review was “drugs were recommended.”)
Runway executives say they believe that such a partnership does nothing but advances a cinematic art form.
“A truly exciting opportunity for someone like Harmony is how he approaches media, formats and story structures in such a novel way. This is unlocked with these tools,” says Jamie Umpherson, who leads creatives at Runway and Runway Studios. “You can do things you couldn’t do before – the impossible.” Like Solan, he emphasized a new dimension in creativity. This is a notable shift from some AI insiders who are trying to talk about technology as a time and cost-saving tool that indirectly affects creativity.
Founded by Chilean-born Alejandro Matamara and Cristobal Valenzuela and Greek-born Anastasis Deutsiedis, the runway has been establishing a foothold for entertainment fires for some time. Valenzuela in particular is known as a cinema, and the video tools his company creates are often designed with filmmakers in mind. The GEN-4 model is characterized by a greater degree of camera control (i.e. it can encourage the machine to generate images from a very specific camera angle) and character continuity (i.e. the ability of film to appear the same in each scene, the problem of being able to deck AI videos).
On Wednesday, James Cameron added his voice to the filmmaker’s chorus, carefully optimistic about the use of generator AI, saying that the Metapodcast believes that human creators will also lead to influence from others, and that they could mismatch some of the derivative-oriented criticism. (The director feels it feels like it is a specialized company (a group that includes both runways and stability AI), which dominates film production more than a general profit company like Openai.) Cameron says the ability of the artists to generate shots by “going ahead and doing other cool things” is possible.
Hollywood creators raised concerns that human pregnancy could be repeated quickly, which brought the best work of history.
Edglrd’s principal says, at least, these concerns are false.
“I know a lot of people are afraid of that, but what this technology allows you to do is take something in your brain and bring it back to life quickly,” Solan said. “For the first time, the ability to make things is at the same pace as the ability to think about them. I think a matching pace will open the floodgates.”
