Is generative artificial intelligence a friend or foe to Hollywood?A new studio venture, supported by Peter Chernin and venture-capital firm Andreessen Horowitz, is firmly in the friend camp. It enthusiastically embraces gen AI as a powerful tool for creatives. Promise plans to produce films and TV shows, pioneering new formats that empower both gen AI artists and established Hollywood talent to realize ambitious, creative visions. The startup’s business model hinges on proprietary software facilitating a “reimagined production process. ” The company is founded by digital-media veterans: CEO George Strompolos, founder of the creator network Fullscreen; president/COO Jamie Byrne, a former YouTube content executive instrumental in launching the platform’s creator revenue-sharing program; and chief creative officer Dave Clark, a marketer and AI filmmaker, known for the short film “Battalion, ” depicting the only Black unit to land on Omaha Beach in World War II. Located in L. A. ’s Venice neighborhood, Promise secured seed funding from Peter Chernin’s North Road Co. studio and Andrew Chen of Andreessen Horowitz (a16z), though the investment amount remains undisclosed. Currently, Promise employs about 10 full- and part-time employees. The team will expand as productions commence, according to a representative. Chernin had previously invested in Strompolos’ Fullscreen, which sold a majority stake to AT&T and Chernin Group in 2014, forming Otter Media.

Before AT&T sold WarnerMedia to Discovery in 2020, the Fullscreen division was wound down. In a statement, Chernin expressed enthusiasm for generative AI and confidence in George and Promise’s vision to empower storytellers. He noted, “This team knows that prioritizing artists and creatives is crucial as we apply generative AI into the creative process. ” Strompolos said Promise is investing in gen AI talent who merge traditional filmmaking skills with advanced technical expertise, setting a new standard for AI-enhanced storytelling. “This is a transformational moment in entertainment, " he said. "A studio must build from the ground up—around artists, technology, and a new workflow—to unlock its full potential. ” According to Byrne, Promise is “championing” gen AI artists and forming partnerships with rights-holders to bring their stories to life. Clark mentioned that the goal is to cultivate a space for storytellers to explore bold ideas, take risks, and push storytelling boundaries. Promise is developing MUSE, a software product described as a production workflow system that integrates the latest gen AI technology throughout the creative process. It aims to enable a collaborative and secure environment for creating high-quality work. Officially named “Promise Advanced Imagination Inc. , ” its website is promisestudios. com. Promise is hiring for various roles, including gen AI directors, gen AI artists in images and motion, 3D artists, and a program lead for gen AI artist development. Pictured: Promise founders (left to right) chief creative officer Dave Clark, CEO George Strompolos, and president/COO Jamie Byrne.