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Title: AMC Networks is teaming up with AI company Runway

Date: Wed, 04 Jun 2025 14:19:59 +0000
Link: https://www.engadget.com/ai/amc-networks-is-t...

Marketing teams and pre-visualization artists working with AMC Networks might
need to be on their toes. The company has reached an agreement to generate
marketing images and pre-visualize projects before they enter production
using RunwayΓÇÖs AI tech.

Some other Hollywood companies ΓÇö such as Lionsgate and Harmony KorineΓÇÖs
unfortunately named EDGELRD ΓÇö have agreed deals with Runway. Other studios
are said to be testing models from various gen AI companies. According to The
Hollywood Reporter, however, AMC is the first cable company to agree a deal
with Runway.

The publication notes that AMCΓÇÖs profits dropped by nearly half to $63
million in its most recent earnings report. ItΓÇÖs been suggested that the
company is looking to reduce the costs of producing and marketing projects
without letting quality drop.

At least for the time being, AMC is not planning to include AI-generated
imagery in its shows. However, the company that brought the likes of Mad Men
and Breaking Bad to the world thinks itΓÇÖll be able to sell viewers on shows
and films using AI-generated images. This is seen as a way for the
companyΓÇÖs networks to "trot out a range of promotional material without the
need to spend added time and money trying to capture images with a physical
shoot," per THR. AI imagery will also be used in pre-production, ostensibly
to help showrunners determine what may or may not work in their projects
before filming starts.

In both use cases, AMC will be looking to lower costs by reducing the level
of human labor thatΓÇÖs traditionally needed in those arenas. To do so, it
will be relying on tech from a company that reportedly trained its AI models
on thousands of YouTube videos ΓÇö as well as pirated versions of copyrighted
movies ΓÇö without first obtaining permission. It is not clear whether AMC
has given Runway the green light to use its shows and films for AI training
purposes, as Lionsgate has.

This article originally appeared on Engadget at
https://www.engadget.com/ai/amc-networks-is-t...
141959898.html?src=rss

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