The AI entertainment studio Promise, which is supported by investors including Google and Andreessen Horowitz, has announced the formation of a new division. This new entity, named The Generation Company, will provide generative AI production services to traditional film studios and entertainment companies.
Key Takeaways
- AI entertainment studio Promise has created a new services division called The Generation Company.
- The new company will offer generative AI services, such as visual effects and specialized consulting, to external studios.
- Filmmaker and generative AI artist Nem Perez has been appointed to lead The Generation Company.
- Promise is backed by major investors including Google, Andreessen Horowitz, and Peter Chernin’s North Road Company.
Promise Establishes New AI Services Arm
Promise, an entertainment studio focused on artificial intelligence, is expanding its business model. The company has launched The Generation Company, a new division dedicated to offering its generative AI technology as a service to the broader entertainment industry.
This move signals a strategic shift for Promise, which was initially founded to develop its own slate of films and series using AI tools. The new division will work directly with established studios and production companies, providing them with access to advanced AI-driven visual effects (VFX) and other production sequences.
The goal is to integrate Promise's technology into existing Hollywood workflows. By offering its expertise as a service, the company aims to become a key partner for productions looking to leverage AI for creative and budgetary reasons.
Company Background
Promise was co-founded by George Strompolos, the founder of Fullscreen; Jamie Byrne, a former executive at YouTube who managed creator partnerships; and AI filmmaker Dave Clark. The studio was established in 2023 with the objective of creating original content using generative AI.
Leadership and Creative Vision
The Generation Company will be led by Nem Perez, a filmmaker and artist known for his work in generative AI. Perez previously founded Storyblocker, a company that specialized in virtual production and AI workflows. His directing credits include music videos for artists such as Mac Miller, Nipsey Hussle, and Chance the Rapper.
Jamie Byrne, co-founder and president of Promise, commented on the new division's purpose and leadership. He explained that the company aims to be a creative partner for filmmakers.
“With The Generation Company, Promise is bringing our GenAI filmmaking expertise to partners as a true creative ally, helping them achieve their vision and push ideas beyond the limits of traditional resources, timelines, and budgets,” Byrne stated.
Perez emphasized that the technology is intended to support artistic goals rather than replace them. He sees generative AI as a tool to enhance the creative process.
“I believe GenAI exists to serve the artist, opening the door to cinematic moments that might otherwise be impossible,” said Perez. “With human expression driving everything we do, filmmakers and creative partners who work with The Generation Company can bring their full vision to life on their own terms.”
Expanded Service Offerings
The services provided by The Generation Company will extend beyond creating visual effects. The division will also supply a team of AI specialists to advise various creative departments within a production.
These specialists can assist with:
- Art direction
- Costume design
- Prop creation
- Storyboarding
This consulting model is designed to help traditional production teams understand and effectively integrate AI tools into their established processes, from pre-production to post-production.
Recent Acquisition
Earlier this year, Promise acquired Curious Refuge, a film school that focuses on teaching filmmakers how to use advanced technology in their work. This acquisition strengthened Promise's educational and talent development capabilities in the AI filmmaking space.
Strategic Backing and Industry Context
Promise has attracted significant investment from prominent firms in both technology and entertainment. Its list of backers includes Google, Andreessen Horowitz, Peter Chernin’s North Road Company, and Michael Ovitz’s Crossbeam. The continued financial support highlights investor confidence in the company's approach to AI in media.
The launch of The Generation Company comes at a time when the visual effects industry is facing significant pressure. Film and television studios are continuously seeking more sophisticated and realistic VFX while simultaneously trying to manage rising production costs.
Generative AI is seen by many as a technology that could address these challenges. It has the potential to streamline complex VFX work, reduce timelines, and allow for the creation of elaborate sequences that might be too expensive or time-consuming with traditional methods.
By positioning itself as a service provider, Promise is aiming to secure a key role in this technological transition, offering its specialized knowledge to an industry actively exploring new production solutions.