How Lionsgate Plans to Use AI to Reimagine Movies and Cut Costs

Lionsgate is exploring the wild possibilities of artificial intelligence in filmmaking, and they’re not being subtle about it. With a massive library of titles under its belt, the studio is tapping into AI to repackage content in new ways, possibly even shifting formats and audience ratings to breathe fresh life into old titles.

One of the key moves in this direction happened in September when Lionsgate partnered with Runway, an AI startup known for its creative tools. This partnership, the first of its kind between Runway and a major Hollywood player, gives Lionsgate the tech muscle to reshape both how movies are made and how they're presented.

Michael Burns, vice chairman of Lionsgate, recently shared more about their approach in an interview with New York Magazine. He said the studio wants to “try stuff and see what sticks,” especially with AI making things possible that weren’t financially viable before. “We might not be able to afford a $100 million movie, but we could potentially pull it off for half the cost with AI,” he said.

That cost-saving potential extends beyond just new productions. With AI, Lionsgate can take existing films and transform them, say, turning an R-rated action flick into a PG-13 anime version. “Three hours later, I’ll have the movie,” Burns quipped. Of course, they’d still need to pay actors and rights holders, but this kind of transformation opens the door to new audiences and new revenue streams.

For example, imagine turning “John Wick” into a kid-friendly animated series, or reworking “The Hunger Games” to suit a younger demographic. That’s not just a fantasy, it’s a business model they’re exploring.

AI isn’t just for post-production either. Burns shared a specific case where AI could impact the green-lighting process of a film. Suppose a movie requires a sweeping battle scene with thousands of soldiers and horses during a snowstorm. Normally, that kind of scene could cost millions and take days to shoot. But with AI, that shot might cost just $10,000 and be created digitally. That kind of math, Burns said, might be the difference between shelving a project and making it happen.

While not every filmmaker may be on board just yet, Burns mentioned that several creatives Lionsgate works with are already enthusiastic about integrating AI into their pre- and post-production workflows.

Runway, the company behind this tech, is based in New York and backed by big names like Google, Nvidia, and Salesforce Ventures. They’re positioning themselves as key players in what they call the “next era of art, entertainment, and human creativity.”

With AI moving fast, Lionsgate seems determined to stay ahead of the curve, testing, tweaking, and transforming the way Hollywood does business.