AI video generators must trust that filmmakers will use their models during production. Otherwise why does it exist?
To launch the new AI film ecosystem, Runway has secured more than $5 million in cash and service credits to fund up to 100 original films. If you’re a director interested in AI, now is your chance to get some support.
Runway’s Hundred Film Fund is intended to help launch video-based projects that use the company’s generative video model in some way. “Traditional funding mechanisms often overlook new and emerging visions within the larger industry ecosystem,” the company wrote in a blog post.
Specifically, Runway is investing $5 million of its own funds to award grants to filmmakers creating “features, shorts, documentaries, experimental projects, music videos,” or as-yet-unknown formats. The award also comes with up to $2 million in Runway credit.
The announcement post says the cash side “has the potential to grow to $10 million.” I asked what this meant, and Creative’s Runway Director Jamie Umpherson said, “We want to be as flexible as possible in how we approach the scope of this fund.” “We are starting with 100 films, but we hope to produce more over time.”
With grants of up to $1 million dangling as a possibility, how could $5 million be divided fairly and effectively 100 ways? Umpherson said simply, “Each project will be evaluated based on its specific production needs when awarding the grant.” “He evaded it by saying, .” (You can read the details and apply here.) If you want to make an impact, you can choose one of five “Director-in-Residence” positions. 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, but rather requires beneficiaries to send in biweekly production updates and showcase the final results as Runway sees fit. Advisors such as Tribeca Film Festival co-founders Jane Rosenthal and will.i.am are available to help select winners and provide additional support.
It’s true that while film funding has a “please use our product” vibe, traditional studios sometimes shy away from new and experimental tools. Sometimes it takes a little cash injection to help someone who couldn’t find the funding find a way to use technology in a groundbreaking way.
There are legitimate concerns that the results will be very uneven. In a recent discussion of AI tools in film production, industry veteran Michael Black said: “You can give someone a powerful car, but it doesn’t make them a Formula One driver. Right? It’s a bit similar to what we have now. Maybe new voices will have opportunities they might not otherwise have. But the number of people making really good movies will still be small.”
In light of that, it might actually be the wisest move to spread the net and provide as much funding as possible. The expression “sprinkle and pray” is unkind but fundamentally accurate. The hope is that at least one or two of those 100 movies will show that AI-generated video is actually useful and even groundbreaking.
No doubt some filmmakers will find ways to take shots and go off the runway with dream sequences and the like to put a few bucks in the bank. But if a few dozen creators get paid and take the technology seriously, that’s probably a startup success.
