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Google Is Pushing Into Hollywood With 100 Zeroes
Google vision // Image by Kait Cunniff with DALL-E
Google and Range Media Partners have lifted the lid on their partnership — a tech-focused studio called 100 Zeros.
The Big Picture: Following on the heels of Apple and Amazon, Google is taking baby steps into the film and TV industry (YouTube notwithstanding). Between a partnership with Range (which reps some of Hollywood’s biggest talent) and a DeepMind deal with A24, Google is betting that joining forces with cultural tastemakers is the path of least resistance to getting people excited about its cutting-edge tech and changing the narrative around science fiction.
Behind The Scenes: According to NYT, 100 Zeros has three missions: “Shape how technology — particularly Google technology — appears onscreen; experiment with emerging forms of entertainment; and build relationships with talent.”
Here’s how it’s doing that:
It can come in as a financier on projects (Sentimental Value, The Wrong Girls) that feature Google products or integrate them into the story.
It commissions projects itself, such as the Kyra Sedgwick-starring short film Sweetwater. In that case, 100 Zeros also consulted on how the AI hologram at the center of the film’s story would “plausibly function.”
That tech-advisory role is a big deal for the company. 100 Zeros has backed projects using its smart glasses (Andy Serkis’ Nevatars) and AI (Galápagos: The Last Eden features an AI Charles Darwin that viewers can chat with).
The partnership is also working on a slate of microdramas from talent like The Bachelor creator Mike Fleiss and SNL’s Kenan Thompson. Those will debut on Google TV before being licensed to other platforms.
Additionally, it launched a short film competition called the Future Vision XPRIZE. 100 Zeros will develop the winning project into a feature and help finance it.
Final Credits: 100 Zeros is backed by a rotating fund said to be in the millions of dollars, with revenue generated from one project reinvested in the next. As long as the venture is paying for itself, it could be an ongoing resource.
Range co-founder and CEO Peter Micelli told NYT that Google has “the most remarkable toolbox” for filmmaking and that their partnership so far has led many of the management firm’s clients to have a more open view of AI. For Google execs up in Silicon Valley, that might be the biggest win of all.
Coming Soon: It’s only a matter of time before Gemini becomes a co-star in a movie playing at Sundance.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.