A24's Google DeepMind Deal Erodes Its Counterculture Cred
A24, the indie studio known for its cool factor, announced a $75 million partnership with Google DeepMind on December 16, 2025, sparking backlash from fans who accused the company of selling out to AI. The deal was announced alongside the premiere of 'Marty Supreme' starring Timothée Chalamet in New York City. Critics on social media questioned supporting a company that doesn't believe in human creativity. The article argues that tech's cool factor has waned since OpenAI's ChatGPT release in late 2022, with leaders like Sam Altman, Jeff Bezos, Tim Cook, Mark Zuckerberg, and Sundar Pichai attending the Trump inauguration further eroding trust. A24's move is seen as a strategic misstep, as its revenue depends on its countercultural image. The author predicts attitudes toward AI in creativity may shift as native AI artists emerge, but for now, A24 faces boycotts.
Key facts
- A24 announced a $75 million partnership with Google DeepMind on December 16, 2025.
- The announcement coincided with the New York premiere of 'Marty Supreme' starring Timothée Chalamet.
- Fans criticized A24 for partnering with AI, with comments like 'a24 was so cool until you chuds sold out to AI monoliths.'
- The article notes that tech's cool factor peaked with early Apple and OpenAI's ChatGPT in 2022.
- Sam Altman, Jeff Bezos, Tim Cook, Mark Zuckerberg, and Sundar Pichai attended the Trump inauguration, further diminishing tech's cool.
- A24's key revenue driver is its cool factor, making the deal a significant risk.
- The author suggests that native AI artists may eventually restore balance in attitudes toward AI in creativity.
- The Directors Guild ratified a four-year deal with studios, mentioned in the article's sidebar.
Entities
Artists
- Timothée Chalamet
- Marty Scorsese
- Jesse Eisenberg
- Ari Aster
- Greta Gerwig
- Barry Jenkins
- Ti West
- Josh Safdie
- Kane Pixels
- Guillermo del Toro
- Vince Gilligan
- Jim Cameron
- Matt Stone
- Jon Stewart
- Dario Amodei
- Sam Altman
- Jeff Bezos
- Tim Cook
- Mark Zuckerberg
- Sundar Pichai
- Elon Musk
- Luca Guadagnino
- Bryan Fogel
- Sarah O'Connor
- Joseph Gordon-Levitt
- Pete Hegseth
- Melania Trump
- Donald Trump
Institutions
- A24
- Google DeepMind
- OpenAI
- Apple
- Amazon
- Anthropic
- Tesla
- Directors Guild
- THR
- Fanatics Sportsbook
- Rentrak
- Cannes Lions
- Hollywood Reporter
Locations
- New York City
- United States