The production company responsible for Poor Things and Priscilla has initiated an AI-focused label.
Fremantle’s Imaginae Studios will function as a separate brand and utilize AI to "extend production limits and foster innovation."
The company has termed the launch as a "landmark" event, stating that they intend to utilize the new facility for producing "state-of-the-art, top-notch entertainment aimed at global viewers."
Andrea Scrosati, who leads Fremantle's European operations as CEO, stated, "Our objective remains constant: providing creators with top-notch resources and unparalleled backing to produce outstanding content for global viewers."
AI presents remarkable new possibilities for turning concepts into imagery, videos, sounds, and artwork.
The purpose of Imaginae Studios will precisely be this—to act as a link between exceptional human ingenuity and advanced technology, nurturing a creative haven where invention intersects with exploration.
We think that every potent AI tool should have an innovative and imaginative intellect steering its capabilities.
The application of artificial intelligence in creative fields has sparked debate due to various ethical issues related to copyright laws and the utilization of intellectual property.
In the UK, the performers' union Equity has been advocating for increased safeguards through their campaign titled "Stop AI Stealing The Show."
In December, the Culture, Media and Sport Committee looked into British film and high-end television as part of an inquiry to explore issues around the rise of AI within the industry.
Fremantle creates and disseminates movies like "Poor Things" and "Priscilla," with these productions coming under their Element Pictures and The Apartment Pictures labels accordingly. Additionally, they generate television content for networks including ITV, BBC, and Channel 4; notable among their creations are programs such as "The Apprentice," "Britain’s Got Talent," and "QI."