The AI video generator needs to trust that the filmmaker will use its model in the production process. Otherwise, why would it exist?
To fuel the new AI film ecosystem, Runway has secured $5 million in cash and additional service credits to fund up to 100 original films. If you're a director interested in AI, now's your chance to get a little help.
Runway's Hundred Film Fund aims to help launch video-based projects that use the company's generative video model in some way. “Traditional funding mechanisms often overlook emerging visions within the larger industry ecosystem,” the company said in a blog post.
Specifically, Runway will allocate $5 million of its own funds to grants to filmmakers making “features, shorts, documentaries, experimental projects, music videos,” or other undiscovered formats. There is. The award also comes with up to $2 million in runway credit.
The announcement said the cash position “could grow to $10 million.” When asked what this means, Jamie Umpherson, Head of Creative Runway, said: “We want to be as flexible as possible in how we approach the scope of this fund.” We're starting with 100 movies, but we hope to make more over time. ”
With potential grants of up to $1 million at stake, how can $5 million be fairly and effectively divided 100 ways? “When it comes to grant consideration,” Umpherson said. , “each project will be evaluated based on its specific production needs.'' ” (Read the fine print and apply here .) If you have some clout, you might want to take a shot at one of the five “Director in Residence” positions. I'm not sure what the requirements or benefits are here, but it doesn't hurt to give it a try.
The good news is that Runway itself does not claim any form of ownership or control over the project, and will only send winners bi-weekly production updates and allow them to display the final results as Runway sees fit. It is only asking that you do. Advisors including Tribeca Film Festival co-founder Jane Rosenthal and will.i.am will help select winners and provide special support in some cases.
Although the Film Fund has a “come and use our product” vibe, there is truth to the assertion that newer, more experimental tools are sometimes shunned by traditional production companies. In some cases, a small infusion of cash can help find innovative uses for technology by someone who might not have been able to find funding otherwise.
There is also a legitimate concern that the results will be very uneven. As industry veteran Michael Black recently said in a discussion about AI tools in filmmaking: It's a bit like what we have now. Perhaps those who raise a new voice will be given opportunities they can't get anywhere else. However, the number of people who make really good movies is still small. ”
With that in mind, perhaps the wisest course of action is actually to cast your net wide and fund as many people as possible. “Spray and pray” is an unkind phrase, but it's basically accurate. The hope is that at least one or two out of 100 films will show that AI-generated video is actually useful and perhaps groundbreaking.
No doubt some filmmakers will shoot this movie to put a few dollars in the bank and find a way to obliterate the runway with dream-like sequences and the like. But if a few dozen creators put up the money and get serious about the technology, it's probably a win for startups.