Movie fans have been sent into an uproar after Google announced it’s partnering with A24 and investing a cool $75 million USD (approx. $108 million AUD) into the development of AI-powered filmmaking tools.
The indie-darling production company, responsible for putting Julia Fox on everyone’s radar in Uncut Gems and the recent smash Backrooms, is often heralded by fans as an alternative to major production companies.
However, this recent news, dropping at a time when Hollywood’s use of AI is already facing backlash, has left many frustrated.
@hypocrite.ink A24 could have been something truly special and is choosing instead to be worthless dogsh*t Booo for 100,000 years #noai #a24 #movies #horrormovies #movienews
♬ suara asli – Sound MeMe
How are people reacting?
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.
@reel.takes Replying to @leftisright A24 is just another corporation, please stop with the relentless glazing. They’ll release more good movies, they’ll release more bad movies. But we can all be honest about what they are, and stop pretending they’re something they’re not. #a24 #hollywood #movies #film #filmtok
♬ original sound – Reel Takes – Reel Takes
Welp time to start boycotting A24 https://t.co/OblhbMLWCp
— CHANT GOD (@chantgod) June 22, 2026
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, Parsons expressed significant concern over generative AI’s “genuinely harmful consequences” in Hollywood.
“If I could snap my fingers and make generative AI disappear forever, I probably would,” Parsons said. “Creatively, I get no enjoyment from using those tools. It defeats the purpose entirely for me.”
“If 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.” -Kane Parsons, the guy who just made A24 277.5 million dollars last month. https://t.co/DN7VVkpbIP
— Weird-O 🔞 (@Wierd_o78033920) June 22, 2026
The reaction is not limited to fans. Actor and director Justine Bateman also shared her dismay, writing, “It’s quite disappointing that a company that just enjoyed the triumphant box office returns of staunchly anti-AI Kane Parsons‘ Backrooms would make such a deal.
Parson’s 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.
It's quite disappointing that a company that just enjoyed the triumphant box office returns of staunchly anti-AI Kane Parsons' BACKROOMS would make such a deal.
— Justine Bateman (@JustineBateman) June 22, 2026
All A24 directors should prepare to have your films altered against your wishes with this deal. Google is the company… https://t.co/bJ2CRPzq9c
What is the deal?
The deal between A24 and Google’s DeepMind, its AI research and development lab and the creators of Gemini.
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’t grant access to A24’s past content.
A24 partner Scott Belsky celebrated the agreement in the Wall Street Journal, saying, “We think there are better uses that preserve creative control and support risk-taking”. Belsky maintained that this wouldn’t be “anything like the prompted generation type of AI that people feel uncomfortable with.”
What does this mean for the future of filmmaking?
Sentiments towards AI and its potential benefits or consequences are mixed.
Callouts against AI have been ringing throughout Hollywood for years. Will Arnett recently took to the stage at The Oscars to call for “people not AI“, while Reese Witherspoon’s push for women to embrace AI was met with widespread disdain.
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 as an adviser, and La Haine director Mathieu Kassovitz, who’s embracing the technology with both hands.
Creating an AI-enabled film complete with AI actors, he championed its potential for industry change, telling The Guardian, “Right now, everybody’s scared, but in a few years from now, you will have really, really good AI superstars.”
Lead image credit: A24
The post ‘Time To Start Boycotting’: How A24’s $75 Million AI Deal With Google Has Landed With Fans appeared first on PEDESTRIAN.TV .
