Hollywood embraces AI with Promise studio launch
Promise joins the generative AI boom, aiming to transform content creation with Hollywood stakeholders.
A new studio, Promise, has been launched to revolutionise filmmaking with the use of generative AI. Backed by venture capital firm Andreessen Horowitz and former News Corp President Peter Chernin, the startup is setting its sights on blending AI with Hollywood storytelling. The announcement coincided with the conclusion of its fundraising round.
Founded by Fullscreen’s CEO George Strompolos, ex-YouTube executive Jamie Byrne, and AI artist Dave Clark, the studio aims to harness the GenAI boom to streamline and enhance content creation. Promise is collaborating with Hollywood stakeholders to develop a multi-year slate of films and series, combining creative expertise with cutting-edge technology.
The company is also developing an AI-driven software tool named Muse, designed to assist artists throughout the production process. Muse aims to integrate generative AI at every stage, offering a streamlined approach to creating movies and shows. Promise hopes to position itself as a leader in the evolving landscape of AI-powered media.
Generative AI has gained traction in Hollywood, with tools like OpenAI’s Sora and Adobe’s video-generation model prompting industry interest. These innovations have spurred discussions about potential collaborations to reduce costs and speed up production. Promise’s launch adds to this momentum, marking a step forward in AI-driven entertainment.