New AI entertainment studio gets backing from Peter Chernin, Andreessen Horowitz

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Subscribe to enjoy similar stories. Veteran media executive Peter Chernin and tech investor Andreessen Horowitz are backing a new studio that will primarily use generative artificial intelligence to make shows and movies, embracing a new technology that traditional Hollywood players are venturing into cautiously.

The studio, Promise, is the brainchild of George Strompolos and Jamie Byrne, two former YouTube executives who were early to the influencer space, along with Dave Clark, a generative AI artist. Unlike traditional studios that are starting to experiment with generative AI for storyboarding or some visual effects, Promise is creating an entire studio centered on using these tools.

It is creating production software, called Muse, for its artists to take advantage of generative AI tools, and will look to use them for everything from conceptualizing scenes to actual production, rather than exploring around the edges like others are doing. “We aren’t thinking of generative AI as a VFX tool to make the snow look pretty when it falls," Strompolos said.

The company expects to be making shows and movies as well as new formats, such as interactive content, within three years. “In my experience as big companies dabble in things, it’s not the best road to success," said Chernin, who is investing in Promise through his production company, North Road.