Movie fans have been sent into an uproar after Google announced it\u2019s partnering with A24 and investing a cool $75 million USD (approx. $108 million AUD) into the development of AI-powered filmmaking tools. <\/p>\n
The indie-darling production company, responsible for putting Julia Fox<\/a> on everyone\u2019s radar in Uncut Gems and the recent smash Backrooms<\/a>, is often heralded by fans as an alternative to major production companies.\n<\/p>\n However, this recent news, dropping at a time when Hollywood\u2019s use of AI is already facing backlash<\/a>, has left many frustrated. <\/p>\n How are people reacting? <\/p>\n On social media, the reaction has been swift and overwhelmingly negative. TikToks calling out the deal are garnering thousands of likes within hours, while others online have begun calling for a boycott. <\/p>\n The decision is being seen as a particular slap in the face to Backrooms director Kane Parsons, who is vehemently against the use of AI. Speaking to The Australian<\/a>, Parsons expressed significant concern over generative AI\u2019s \u201cgenuinely harmful consequences\u201d in Hollywood.<\/p>\n \u201cIf I could snap my fingers and make generative AI disappear forever, I probably would,\u201d Parsons said. \u201cCreatively, I get no enjoyment from using those tools. It defeats the purpose entirely for me.\u201d<\/p>\n \u201cIf I could snap my fingers and make generative AI disappear forever, I probably would. Creatively, I get no enjoyment from using those tools. It defeats the purpose entirely for me.\u201d -Kane Parsons, the guy who just made A24 277.5 million dollars last month. https:\/\/t.co\/DN7VVkpbIP<\/a><\/p>\n \u2014 Weird-O \ud83d\udd1e (@Wierd_o78033920) June 22, 2026<\/a><\/p>\n The reaction is not limited to fans. Actor and director Justine Bateman also shared her dismay, writing, \u201cIt\u2019s quite disappointing that a company that just enjoyed the triumphant box office returns of staunchly anti-AI Kane Parsons\u2018 Backrooms would make such a deal.<\/p>\n Parson\u2019s recent horror film Backrooms cost $10 million USD to make, grossed $300 million USD since its release and notably did not rely on generative AI.<\/p>\n It\u2019s quite disappointing that a company that just enjoyed the triumphant box office returns of staunchly anti-AI Kane Parsons\u2019 BACKROOMS would make such a deal. <\/p>\n All A24 directors should prepare to have your films altered against your wishes with this deal. Google is the company\u2026 https:\/\/t.co\/bJ2CRPzq9c<\/a><\/p>\n \u2014 Justine Bateman (@JustineBateman) June 22, 2026<\/a><\/p>\n What is the deal?<\/p>\n The deal between A24 and Google\u2019s DeepMind, its AI research and development lab and the creators of Gemini. <\/p>\n As part of the research partnership,, A24 will have access to DeepMind research and infrastructure, while DeepMind will work with the studio to create new workflows. Importantly, this deal doesn\u2019t grant access to A24\u2019s past content.<\/p>\n A24 partner Scott Belsky celebrated the agreement in the Wall Street Journal, saying, \u201cWe think there are better uses that preserve creative control and support risk-taking\u201d. Belsky maintained that this wouldn\u2019t be \u201canything like the prompted generation type of AI that people feel uncomfortable with.\u201d<\/p>\n What does this mean for the future of filmmaking? <\/p>\n Sentiments towards AI and its potential benefits or consequences are mixed. <\/p>\n Callouts against AI have been ringing throughout Hollywood for years. Will Arnett recently took to the stage at The Oscars to call for \u201cpeople not AI<\/a>\u201c, while Reese Witherspoon\u2019s push for women to embrace AI<\/a> was met with widespread disdain. <\/p>\n However, there are many embracing AI as a future technology in the industry. Joining the ranks of its fans alongside A24 are iconic director Martin Scorsese, who has joined German AI firm Black Forest Labs<\/a> as an adviser, and La Haine director Mathieu Kassovitz, who\u2019s embracing the technology with both hands. <\/p>\n